Internal Marketing Strategy for Educational Services
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Educational marketing is a promising sector of economy. This marketing seeks to meet the demand for education while bringing prosperity and development to educational institutions. Educational marketing expands every year, as the demand for education evolves. Over the past five years, higher education in healthcare and pharmaceutics has changed drastically. There emerged new agents, the Federal State Educational Standard for Pharmacy has changed its requirements, and so did employers, while specialist accreditation was made mandatory. Search for novel learning processes is what characterizes education today. Simulation-based training is becoming ‘bread-and-butter’. This forces universities to adopt state-of-the-art marketing strategies. A university’s marketing strategy revolves around greater competitiveness, gaining competitive advantage in the education and labor market, efficient coordination of internal and external communications, and creating/reinforcing the university’s positive image. To promote is educational services, a university needs a set of marketing methods tailored to two objectives: to advertise its educational services and to convince the customer these services will be a worthy investment. The university’s image is key to that. To reach the top of the market and to consolidate their positions there, universities complement their conventional educational services with novel programs, R&Ds, advertising, PR, etc. Success in self-promotion is a function of service quality, the quality-price ratio (QPR), and the university’s and/or its employees’ image. Universities have to plan, develop, implement, and evaluate their marketing strategies if their educational service promotion efforts are to succeed.
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Cite this article
TY - CONF AU - L N Tsarakhova AU - S V Kabanov PY - 2020 DA - 2020/03/17 TI - Internal Marketing Strategy for Educational Services BT - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020) PB - Atlantis Press SP - 1619 EP - 1625 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200312.221 DO - 10.2991/aebmr.k.200312.221 ID - Tsarakhova2020 ER -