1. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story

2. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Introduction Top Line Story PAST: Need to market HEIs was not really being felt by the institutions.

3. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Introduction Top Line Story The mission of HEIs has not changed. Societies expects HEI to generate new knowledge, train the next generation of scholars, and prepare students for gainful employment. But the context in which HEIs operate has shifted noticeably. In this context, HEIs are reaching out more directly to both local and international students Hence some form of communication about the unique benefits of studying at a particular HEI is becoming increasingly important.

4. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Introduction Top Line Story HIGHER EDUCATION INSTITUTIONS COME FACE TO FACE WITH ISSUES LIKE-: A. PRODUCT DIFFERENTIATION, i.e. How is Poly BA. Com. different from C U BA. Com.? B. PRODUCT EXTENSION, i. e Certificate Diploma- Degree - Masters C. DIVERSIFICATION, i. e Computer Science , Business Management, Theology, A. SERVICE INTERGRATION, i. e Link to prospective employees

5. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Marketing in Context Top Line Story 1. Institutional Growth : - through strategic Partnerships i.e. CIM, ACCA, BAM etc 2. Link between University and International Global Markets i.e. Global Recruitment Seminars

6. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story 3. Brand awareness-relationship between University and its Product/Services 4. Competition- more Universities

7. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story Better understanding of the Context i.e. customers, competitors customer acquisition-prospective students

8. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story 1. What business are we in? 2. Who are our customers and what Benefits do they seek MARKETING HOW? MARKETING STRATEGY Before deciding on the marketing mix, Higher Education institutions should answer certain basic questions-:

9. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story 1. What is our entry strategy 2. How can we build or defend our competitive advantage 3. What and How should we offer a new service that help or strengthen the competitive position MARKETING HOW? MARKETING STRATEGY STRATEGISING:-

10. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING STRATEGY Marketing Mix Product Price Place Promotion Physical Evidence Process People

11. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING STRATEGY Marketing Mix Adult Education Elementary Education Secondary Education Vacation Education Higher Education

12. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX A. PRODUCT This includes -: Range Quality level Brand Name Post transaction services

13. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX B. PRICE Level Discounts or Scholarships Allowances Commissions Payment terms Consumers Perceived Value Quality/Price Relationship

14. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX C. PLACE This includes:- Location Accessibility Distribution Channels Distribution Coverage

15. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX D. PROMOTION This Includes:- Advertising Personal selling Sales Promotion Publicity Public Relations

16. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX E. PEOPLE This Includes:- oPersonnel oCommitment oTraining oIncentives oAttitudes oDegree of Involvement oCustomer contact

17. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX F. PHYSICAL EVIDENCE This Includes:- Environment Furnishings Layout Noise Levels Facilitating goods

18. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING HOW? MARKETING MIX F. PROCESS This Includes:- Policies Procedures Mechanism Employee discretion Customer Involvement Flow of Activities

19. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING WHAT? CURRENT TRENDS THE RDAS APPROACH R-relating D-discovering A-advocating S-supporting

20. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING WHAT? CURRENT TRENDS NOTE: Notion of concept selling is applied to the marketing of products and services. The four RDAS are further divided into twelve sequential and interdependent tasks:-

21. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING WHAT? CURRENT TRENDS Client Identification Fact Finding Planning Establishing Credibility

22. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story Targeted Research Focused Planning Problem Analysis and Agreement Planning the Presentation MARKETING WHAT? CURRENT TRENDS

23. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story MARKETING WHAT? CURRENT TRENDS Presenting Facilitating The Decision Achieving Closure Rediscovering

24. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story WHY RDAS APPROACH? CURRENT TRENDS Provides a template against which practitioners may :- Assess their current activities Serve as a basis for establishing a new genre of management and cost accounting systems that can be applied in marketing educational products and services.

25. MARKETING EDUCATIONAL SERVICES Kondwani B J Manda Top Line Story These include-: Reputation of the institute Number of applicants keen to enrol on the course Past success rate of placement Faculty expertise Width of specialization offered Infrastructure facilities Fees SOME CRITERIA THAT STUDENTS USE TO APPLY