Comprehensive Marketing Intensity Indicator for Higher Educational Institutions

Comprehensive Marketing Intensity Indicator for Higher Educational Institutions

Badar Alam Iqbal (Faculty of Economics and Finance, Monarch University, Zug, Switzerland) and Mohd Nayyer Rahman (Aligarh Muslim University, India)
DOI: 10.4018/978-1-7998-3476-2.ch036
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Higher educational institutions (HEI) have lately involved the marketing approach both locally and globally. While almost all HEI now involve marketing of education service, there is no comprehensive assessment indicator available for the marketing intensity. Marketing intensity as a new term is the holistic involvement of an organization into marketing not reflected solely by monetary variables. The chapter attempts to bring the term marketing intensity into the discussion of HEI and to build a comprehensive marketing intensity indicator, which may be easily used to compare HEI with respect to marketing intensity. The chapter presents the conceptual and theoretical model of the indicator.
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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.

Key Terms in this Chapter

Higher Educational Institutions (HEIs): Educational institutions that are involved in graduate studies and research-oriented degree courses.

Hypothetical Scores: The scores demonstrated in the study as a sample for the real scores.

Marketing Intensity: A concept that attempts to measure the degree of marketing strategies applied for promotion of an organization or product or institutions.

HEI Branding: The marketing strategy promoting personalities of the institution to build a brand image.

Outcomes: The scores respondents will give to different dimensions of the measurement of marketing intensity as per the parameters.

HEI Reputation: The perceived goodwill of the higher educational institutions.

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