How Marketing Influences Enrollment in Higher Education
Due to the growth of competition, marketing has become a vital action for non-profit organizations. According to Thomas Hayes, author of New Strategies in Higher Education Marketing, colleges and universities provide a prime example of this movement in non-profit organizations. The marketing of higher education institutions have regained a respectful volume of prominence and consideration. Nevertheless, just like numerous non-profit organizations, higher education institutions usually take a sales angle approach to marketing. The sales angle is predominantly an aggressive campaign through advertising and individual selling. In marketing higher education, an incredible burden has been placed on recruiting activities and student enrollment. Predominantly, personal selling has been accentuated in the form of recruitment activities. Pressure put on advertisement and direct marketing are some of the other areas included in promotion of the college or university. Conversely, the marketing determinations of higher education institutions have essentially ignored the other areas of the marketing mix including product, price and distribution. Hayes argues that all of the areas of the marketing mix need to be incorporated together to develop the prime level of marketing activity for institutions of higher education, and thus creating a positive increase in enrollment for that institution (Hayes 17-18). According to the American Marketing Association, also known as AMA, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” When dealing with business to consumer marketing, marketing is known as “the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return.” When referring to business to business marketing, it can be defined as generating worth, results and connections either short term or long term with a business or a brand (“AMA Definition of Marketing”). Marketing produces the strategy that motivates sales methods, business communication, and business growths. Marketing is also a unified procedure through which companies build strong customer connections and generate an importance for their customers and for themselves. Marketing is used to recognize, satisfy, and retain the customer. With the customer being the concentration of its events, marketing management is one of the main constituents of business management. The endorsement of marketing strategies involves businesses to change their original emphasis from production to the apparent needs and wants of their customers as the means of remaining profitable, and in the higher education world, also attracting and retaining students (Kotler, Armstrong, Wong and Saunders 7). There are many different types of marketing strategies available for non-profit organizations and businesses to take advantage of. The most common types of marketing initiatives that are used in college and university marketing strategies will be examined. Print advertising campaigns include both newspaper and magazine advertising. This type of marketing can deliver an array of messages and can be concentrated on a specific audience, depending on the readers of the chosen publication. Since technology has become a way of life, this form of marketing, with the goal of increasing enrollment in higher educational institutions, seems to be ineffective. In addition, print advertisings have to be ready well in advance to meet the deadlines of the publications; this is especially true when dealing with monthly magazines, since their print date is usually months prior to their release date. Despite the common belief that direct mail marketing’s best days are in the past, this traditional form of advertising still has a lot of...
MARKETING’S ROLE IN HIGHEREDUCATION
Chapter 2 introduced some of the major changes and trends that have taken place in
the highereducation environment both internationally and locally. Although highereducation institutions can be classified as non-profit organisations, the challenges
discussed in Chapter 2 necessitate highereducation institutions to take on the
organisation-like behaviour of profit organisations and to become more marketingoriented. An understanding of the environment in which highereducation institutions
operate, provides an essential background against which to understand and assess
the benefits of focusing on students as customers. If highereducation institutions
understand the landscape in which they operate, they can begin to plan to serve the
market effectively and efficiently with their marketing strategy. Being marketingoriented requires that organisations have knowledge on external forces (as explained
in Chapter 2), but also knowledge on customers’ needs and wants (to be addressed in
It is against this backdrop of changes in the environment, such as the decrease in
government funding and the increase in competition, that the need for marketing in
highereducation can be seen. In...
...Brief Description Of Thomson Organisation Marketing Essay
Thomson is one of best and largest tour operator in the world. The company originally named Thomson tour operator and renamed in 1997 was founded as part of the Thomson Travel Group in 1965.Thomson UK headquarters in Luton, England. Thomson’s trading division of TUI UK limited. The company number is 02830117. When customers buy the holiday packages form Thomson, they will not apply to any course of dealing between Thomson other than the package holiday booked. The package holiday as advertised by Thomson will also have restrictions set out in Thomson A-Z guide books. And customer should read Thomson A-Z guide and these terms and condition carefully, before customer booked there holidays.
In all task, Thomson need to consideration about PESTEL analysis, stockholder analysis, market segmentation, pricing strategy, extended marketing mix, promotional mix, marketing research, marketing planning, and sustainability of Thomson holiday.
Thomson holiday fits in travel and tourism industry-
Thomson holiday is a most famous and big tour operator. Tour operator means who can operator the whole tour of tourist that called Tour operator. And the whole operator means, to do operator of whole Travel, Tourism and Hospitality component.
The component of Travel, Tourism and Hospitality is given below
So Thomson as they work for tour oparator then it is intermediary or...
...The University of Edinburgh
“Marketing in a HigherEducation
Dissertation Presented for the Degree
of MSc in Marketing and Business
I would like to thank my supervisor, Professor Jake Ansell, for all his support and
encouragement during this challenging dissertation period. My gratitude also goes out to all
academic and support staff of the MSc Marketing and Business Analysis course for what was
an educational stimulating academic year. All the knowledge passed on and assistance given
formed a solid foundation that was invaluable during the course of working on this
I would like to also like to take this opportunity to extend my appreciation to my family
members, course mates and friends, who acted as pillars of strength by continuously
keeping check and giving out words of encouragement during the dissertation phase.
The nature of the rapidly changing HigherEducation (HE) industry has forced universities to
implement more innovative marketing strategies. In order to remain competitive, there is a
need for universities to not only engage in marketing strategies that are relevant to the
existing HE context, but also be aware of foreseeable changes that are taking place to
enable them to alter their positions and adapt...
...M. M. Tamim 1 ID: 11511633
Generally marketing deals with buying and selling a products or services. And consumer behavior is a branch of marketing deals with the process that the consumer purchase or do not purchase the products and services (Quester, Pettigrew, & Hawkins, 2006). For the retailers and all other businesses consumer behavior is analyzed for identifying key successful marketing strategy. Marketing strategy is the combination of product, price, promotion, channel of distribution and market segmentation (Quester, Pettigrew, & Hawkins, 2006). There are various factors that affect the consumer behavior for buying a product or services. And for making good strategic marketing decisions any firms or organizations need to understand those factors like cultural, individual, organizational etc (Quester, Pettigrew, & Hawkins, 2006). Analyzing consumer behavior become very important for this competitive world. For gaining competitive advantage it’s important to give more value to the customer than the competitors (Quester, Pettigrew, & Hawkins, 2006). According to Quester, Pettigrew and Hawkins (2006), customer value means the differences between the benefit they get from the products and the cost that they spend for acquiring those products. Quester, Pettigrew and Hawkins (2006) emphasize that giving best customer value mainly requires the firms to react immediate to consumer needs...
...Outline and explain two ways in which education socialises children
Point - imitation
Explanation – imitation is… people copy each other in order to fit in with others, shows us how to fit in make friends, as we tend to make friends with people who are similar to us,
Reference – Sewell 2000 cultural comfort groups
Criticise – this seems to back up the idea that people imitate in order to feel comfortable and copy each other to learn norms values
Point – ethnocentrism, we believe what we are told and take it as the only truth
Explanation –ethnocentrism is… this means that people are taught this is the norms and values of society this then means we only accept this way of thinking even if it is not politically correct. We can adopt our teachers views, subconsciously.
Reference – Gillborn 2001
Criticise – changes self belief
Socialization is the process of learning the norm and values in order to conform to the norms and roles required for integration into a group or community. One way the education system socializes children is through the process of imitation. Imitation is the copying of patterns of activity of groups or individuals. This process of imitation is very common in the early years of the education system (primary school). It means that children are likely to copy each other’s behaviors; this is in order to learn new skills but also for them to be able to socialize with others to show that they can fit...
...hairdresser/salon emerges.Longé and Farraway (LF) is a hairdresser branded range of shampoos, conditioners and colourants owned by a major multinational food and drinks company, who use financial controls as the main measure of performance throughout their divisions. Launched two years ago (in a country of your choice), LF is sold exclusively through hair salons but has failed to achieve anticipated penetration levels. Market share remains static at 2% and although brand perceptions held by loyal users are positive, this group is dominated by the Middle Group, as depicted in Table 1.
The recently formulated marketing strategy for LF requires the development of market share over the next two years. This is to be achieved by following a niche strategy and by positioning the brand against the values of one of the target age groups identified in Table 1 below. The marketing strategy also specifies that growth is to be achieved by improving the number of products each member of the target audience consumes. In addition to this, it is stated that growth is also to be achieved by increasing the availability of the brand by enlarging the number of outlets offering LF in your country.
Table 1: Life-stage Characteristics of Salon Customers
Frequency of visits to salon and average number of products (any) purchased per visit
Target Group Characteristics
Young (20 to 30)
75% of age group visit
salons on a regular basis
...The High Price of HigherEducation
In America's society today, students are expected to follow the path of day care, grade school, middle school, high school and hopefully college. Growing up in America today, the importance of education is stressed starting at the earliest stages of development. In a world with a competitive job market and with citizens who want to make the most money that they can, a college education is key in success. For some students, financing college is not a problem. Money should not be a factor in the student's decision-making process when choosing what school to attend, but unfortunately many people are unable to attend the university of their choice due to the high costs. Working through college is not always the best answer because this can have a negative effect on academic performance with the added stress. It is true that financial aid and loans are available, but it is sometimes much harder to take advantage of these than people realize. Although universities offer many forms of aid in paying for college, the continually increasing prices still make it impossible for many people to afford highereducation, and lowering prices would be effective in increasing the amount of people able to obtain a college degree.
In today's society, the average income for middle class families is $49,500 (Preliminary Estimates). This is only a little more than the...
...1. In your own words, what does the term marketing mean?
Marketing, more than any other business function, deals with customers. Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice. The simplest definition of marketing is that it is the delivery of customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value, and to keep current customers by delivering satisfaction.
Marketing is much more than selling and advertising. Today, marketing must be understood beyond the old saying “telling and selling”. The new direction is that of satisfying customer needs, Therefore, the definition used in the text is that marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
2. Marketing is managing profitable customer relationships. Discuss the concept of customer value and how it relates to successful marketing.
Customers usually face a broad array of products and servicesthat might satisfy a given need. Customers make their buying choices based on their perceptions of the value that various products and services deliver.
Customer value is the difference between the values the customer gains from...