services ppt
TRANSCRIPT
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Efforts By:-
Akanksha Jain
Shantanu Dubey
MARKETING OF EDUCATIONAL SERVICES
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What is a service?
A service is an intangible product involving a deed, performance, or an effort that cannot be physically possessed.
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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.
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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.
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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.
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:::Perishability:::
Production and consumption are simultaneous activities.
No inventories can be made up.
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:::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.
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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?
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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.
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:::Marketing Mix:::
Marketing MIX
Product Price Place ProcessPhysical Evidence
Promotion
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Product
Range Quality Level Brand Name Post Transactional Service
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Price
Level Discounts (Scholarships) Allowances Commissions Payment Terms Consumers percived value Quality/price relationship
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Place
Location Accessibility Distribution Channels Distribution Coverage
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Promotion
Advertising Personal selling Sales promotion Publicity Public relations
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People
Personnel Training Commitment Attitudes Degree of involvement Customer contact
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Physical evidence
Environment Furnishings Layout Noise levels
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Process
Polices Procedures Customer involvement Flow of activities
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:::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.
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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.
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::: 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.
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::: 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.
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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).
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PLACE :
NOIDA CAMPUS
JAIPUR CAMPUS
LUCKNOW CAMPUS
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PROMOTION :
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PHYSICAL EVIDENCE:
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PROCESS: PEOPLE :
1. College website contains all the required information.
2. Application forms can be downloaded online.
3. Live Counseling.
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:::Thank you::::::Thank you:::