Comprehensive Marketing Intensity Indicator for Higher Educational Institutions

Review Of Literature

The literature related to marketing of higher educational institutions is scarce and that too does not include the discussion on marketing intensity. The primary reason is the unavailability of a comprehensive indicator for HEI. However, other aspects of marketing related to HEI has been captured in researches as well has been critically examined.

The customer concept related to HEI has been highlighted and discussed by Marzo, Pedraja and Rivera (2007). Their conclusions were the generalizations on the basis of sample universities of Europe. They have categorized the users of university services into two, i.e. stakeholders who are defined as availing services indirectly and customers availing services indirectly. Though, past studies have highlighted that the concept of customer in higher education is similar to the concept of customer in other businesses (Sax, 2004; Svensson & Wood, 2007). While according to Marzo, Pedraja and Rivera (2007) stakeholders in context of universities include students, their families, the community, society, the personnel, public authorities; customers include somebody who pays to receive the university service. The customer of higher education has been identified by many researchers but there remain no consensus. However, it is but natural due to differences in the policies and procedures of different countries.