IN MANY DEVELOPING NATIONS THE THOUGHT OF MARKETING UNIVERSITIES OR HIGHER LEARNING INSTITUTIONS HAS NOT BEEN EXPLOITED BECAUSE OF THE DEMAND THAT WAS THERE, BUT NOW WE HAVE INTERNATIONAL INSTITUTIONS WHO ARE TAPPING FROM THE MARKET HENCE CREATING A COMPETITION THAT IF NOT MONITORED WILL DESTROY MOST IF NOT ALL THE CURRENT MARKET. THIS PRESENTATION SERVES TO INTRODUCE A NECESSARY TOPIC THAT SHOULD BE CONSIDERED BY ALL HIGHER LEARNING INSTITUTIONS IN ALL DEVELOPING NATIONS. DEVELOPED NATIONS MAY LEARN A THING OR TWO FROM THIS PRESENTATION AS WELL.

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

3. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
Introduction
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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
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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
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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
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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
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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
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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
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MARKETING HOW? ‘MARKETING MIX’
C. PLACE
This includes:-
Location
Accessibility
Distribution Channels
Distribution Coverage

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

16. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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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
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MARKETING HOW? ‘MARKETING MIX’
F. PHYSICAL EVIDENCE
This Includes:-
 Environment
Furnishings
Layout
Noise Levels
Facilitating goods

18. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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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
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MARKETING WHAT? ‘CURRENT TRENDS’
THE RDAS APPROACH
R-relating
D-discovering
A-advocating
S-supporting

20. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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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
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MARKETING WHAT? ‘CURRENT TRENDS’
Client Identification
Fact Finding
Planning
Establishing Credibility

22. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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Targeted Research
Focused Planning
Problem Analysis and Agreement
Planning the Presentation
MARKETING WHAT? ‘CURRENT TRENDS’

23. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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MARKETING WHAT? ‘CURRENT TRENDS’
Presenting
Facilitating The Decision
Achieving Closure
Rediscovering

24. MARKETING EDUCATIONAL SERVICES
Kondwani B J Manda
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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
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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