Efforts By:-

Akanksha Jain

Shantanu Dubey

MARKETING OF EDUCATIONAL SERVICES

What is a service?

A service is an intangible product involving a deed, performance, or an effort that cannot be physically possessed.

Education as a service

Services are those separately identifiable, essentially intangibleessentially intangible activities, which provide want satisfaction and are not necessarily tied to the sale of product / another service.

Education as a service can be said to be providing an intangible benefit (Increment in knowledge, aptitude, professional expertise, skill) produced with the help of a set of tangible (infrastructure), and

intangible (faculty expertise and learning ) aids.

Characteristics:- :::INTANGIBILITY:::

Education is an Intangible dominant service—Impossible to touch, see or feel

:::Standardization is difficult::: Lack of Standardization opens up

marketing opportunity of differentiated need based course packages.

Education as a service cannot be patented.

:::Perishability:::

Production and consumption are simultaneous activities.

No inventories can be made up.

:::Inseparability:::

It is impossible to separate a service from the provider.

There is a need for the service provider to be present when the service is to be performed and consumed.

Marketing Strategies

::::Before Deciding on the Marketing Mix, Educational Institutes should answer certain basic Questions::::

What Business are we in? Who are our customers and What

benefits they seek?

Criteria that students apply:- Reputation of the institute. Number of applicants keen to enroll in the

course. Past success rate of placement. Faculty expertise. Width of specialization offered. Infrastructural facilities. Fees.

:::Marketing Mix:::

Marketing MIX

Product Price Place ProcessPhysical Evidence

Promotion

Product

Range Quality Level Brand Name Post Transactional Service

Price

Level Discounts (Scholarships) Allowances Commissions Payment Terms Consumers percived value Quality/price relationship

Place

Location Accessibility Distribution Channels Distribution Coverage

Promotion

Advertising Personal selling Sales promotion Publicity Public relations

People

Personnel Training Commitment Attitudes Degree of involvement Customer contact

Physical evidence

Environment Furnishings Layout Noise levels

Process

Polices Procedures Customer involvement Flow of activities

:::Current Trends::: The RDAS Approach— The Relating, Discovering, Advocating, and

Supporting (RDAS) This RDAS schema provides a template

against which practitioners may assess their current activities, and may serve as a basis for establishing a new genre of management and cost accounting systems that can be applied to marketing educational products and services.

CASE STUDY –Amity is the leading education group of India with over 50000 students studying across 700 acres of hi-tech campus.

Amity is passionate about grooming leaders who are not only thorough professionals but also good human beings with values and sanskars.

::: SERVICES OFFERED :::1. World class education.

2. Over 1000 acres of hi-tech campuses.

3. Spread over 4.5 million sq. ft. of built up area.

4. India's first wireless campus with over 4,000 networked HP/IBM machines.

5. 50 MBPS broadband connectivity.

6. Amphitheatre Style, air-conditioned classrooms.

7. Intensive Corporate Interaction.

8. Industry Oriented Teaching.

9. Personality Enhancement.

::: MARKETING MIX :::

PRODUCT :

Amity is one university which offers a plethora of educational avenues to students. Major programmes:

1. Management Programmes (MBAs, BBA’s with a range of specialization). 2. Biotechnology Programmes.

3. Engineering and Computer Applications programmes.

PRICE:

PROGRAME PRICE RANGE

1. Management Programmes 3.52 – 8.5 LACS

2. Biotechnology Programmes 2.6 – 8 LACS

3. Engineering and Computer

Applications programmes

4.4 – 9 LACS

Scholarships for Amity Programs

100% ScholarshipEligibility - 94% aggregate and above in Class X (CBSE/ICSE).

50% ScholarshipEligibility - 91% aggregate and above in Class X (CBSE/ICSE).

Scholarships for Programmes after 10+2

100% ScholarshipEligibility - 93% aggregate and above in Class XII (CBSE/ICSE).

50% ScholarshipEligibility - 88% aggregate and above in Class XII(CBSE/ICSE).

PLACE :

NOIDA CAMPUS

JAIPUR CAMPUS

LUCKNOW CAMPUS

PROMOTION :

PHYSICAL EVIDENCE:

PROCESS: PEOPLE :

1. College website contains all the required information.

2. Application forms can be downloaded online.

3. Live Counseling.

:::Thank you::::::Thank you:::