INSTITUTE –University School of Business

DEPARTMENT -Management
M.B.A
Educational Marketing - 21BAT609

Faculty Name : Ms Shipra Pathak (Assistant Professor)

UNIT-1
Introduction to DISCOVER . LEARN . EMPOWER
Education service
marketing

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 Course Objective

 Learn and apply service marketing theories to take informed decision to develop
education marketing strategy
 To make students understand, the digital education marketing.
 Course Outcome
CO
Title Level
Number
Understand/Reme
mber
CO1 To understand the significance of marketing in marketing of education as a
service.
To apply marketing principles to differentiate education services. Apply
CO2

CO3
To analyze how facets of education marketing mix interact and in turn lead to
creation of customer value.
Analyze
Basics of
CO4 To evaluate new education product/service ideas consistent with evolving
needs, tastes and preferences.
Evaluate
Educational
CO5 To develop strategies encompassing marketing mix to create learning
solutions to fit in the needs of the customers.
Design/Create Marketing
EDUCATION MARKETING

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CENTRALIZE STRATEGY AND REPORTING
• A common challenge when working in higher education marketing is budgets are
spread between departments and decentralized. In a recent webinar, University of
Albany vice president Joe Brennan argued that being able to centralize marketing
expenditures is key to running an efficient higher education marketing program.
• This may not be feasible at all institutions, but standardizing KPI’s and creating a
centralized place for measuring the effectiveness of marketing campaigns is a step
in the right direction. We’ll talk more about ways to do this in the next section.
• Without centralized reporting, it’s easy for different departments to fall into a
pattern of using the same strategies year after year just because that's what they
did the year before. Oftentimes, departments are resistant to change, and the only
way to sell new tactics or branding is with data. Woodbury University found this
when they redid their branding a few years ago.

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USE MARKETING AUTOMATION

• It’s not always easy to measure results on a granular level with traditional
marketing. However, marketing automation has made it possible to track digital
interactions with prospective students all the way from first web visit to
enrollment.
• After integrating HubSpot into their marketing program, National College of
Ireland (NCI) saw an astounding 247% increase in leads over 12 months. NCI
credits this increase in part to taking a persona-driven approach and tailoring
their content to the main types of visitors that come to their website.
• “I can now show our team how many visitors we get to the website, and how
many of them convert into leads and become students” says Emma at NCI.
• Marketing automation can also be used outside of the digital realm. Many
platforms allow marketers to track traditional marketing efforts like physical mail
sent, events attended and interactions with recruiters. For example, Algonquin
College was able to increase leads year over year by 71% by using Marketo to
streamline their print and digital marketing strategies.
OPTIMIZE YOUR EMAIL PROGRAM WITH AI

• If your institution is cold emailing prospective students, there’s a good

chance many are going directly to spam. 76% of students say they prefer
to hear from colleges and universities via email over direct mail, but
email deliverability can make it hard to reach students. Even though
students have opted-in to receive email via the College Board doesn’t
mean your emails won’t go to spam.
• Using a tool to throttle outbound emails is one way to improve
deliverability when sending bulk email. In addition, doing everything you
can to optimize email engagement will make sure your sender reputation
stays high and your emails continue to be delivered.
OPTIMIZE YOUR EMAIL PROGRAM WITH AI
• A/B testing messaging/subject lines - A/B testing is the only way to
isolate message content from other variables like list quality or send
time. Try to regularly split test your subject lines and content to see
what performs best.
• Personalizing content - Sending personalized, segmented relevant
emails is one of the best ways you can increase your engagement and
improve overall deliverability. - We’ll touch more on this later.
• Optimizing your timing with AI - Tools like Seventh Sense use
machine learning to identify the best time to email each person who’s
interacted with your email in the past. Sending an email with
personalized delivery times can increase engagement by between 15-
30%. In addition, Seventh Sense can help you identify which people
on your list are losing interest and are unlikely to engage with your
messages. This way you can save your sender reputation by only
emailing those people who are likely to engage.
 BUILD A DIGITAL-FRIENDLY BRAND

• Branding has always been an important part of higher education marketing, but many
colleges and universities are now finding they need to update their branding to work
on digital devices. For example, Imperial College Business School was able to drive up
student applications using a new visual identity taking a “digital-first” approach.
LIVE STREAMING

• Another emerging digital marketing strategy for higher education

is the use of live streams. Facebook Live, Instagram Stories, Video
Chat for Snapchat, and Periscope for Twitter are the big players in
this arena.
• A few ways you could use live streaming include live stream Q&A
sessions, live streaming events like sports and even live streaming
classes. Live streams are viewed as “more authentic” by many
millennials and can be a great way to build relationships with
potential students
PERSONALIZE COMMUNICATION

• Online education provider Stafford Global was able to increase web leads by
50% using HubSpot. By personalizing and optimizing their communication
strategy using workflows, they were able to shorten their conversion time by
58%.
• Creating detailed email workflows based on your different types of student
persona’s is another way you can use marketing automation. People seek
higher education for different reasons. Some are coming straight from high
school while others are changing careers.
PERSONALIZE COMMUNICATION

• Consider segmenting your audience to better address their individual needs. Parthenon Group breaks
university students into six segments:
• Aspiring academics - “traditional students” mostly 18-to-24-year-olds with impressive academic profiles.
• Coming of age - these are mostly in the same age group but they are yet to decide on what to focus on.
• Career starters - still in the same age group but these are more career-oriented and are using college as a
springboard for their future careers.
• Career accelerators - these prospects are older, already working but looking to advance in their field of
work. They are most likely to avail of online courses among all segments.
• Industry switchers - probably in the same age group as career accelerators but are looking to switch fields
possibly due to lack of opportunities and growth in the present one.
• Academic wanderers - these are those getting into college later in life, who don’t really have a specific path
in mind, but do believe that a degree will open up doors for them. Most likely to be unemployed and have
lower income.
• By understanding what types of students your university is attracting, you can better target your marketing
to address their concerns.
TRACK THE RIGHT KPI’S

• While increased enrollment is your ultimate goal, if that’s all you

measure, you won’t be able to see results fast enough to make
adjustments. An effective college recruiting strategy should include
tracking the following KPI’s:
• Call-to-action conversion rates - Are visitors responding to your website?
Filling out forms? Registering for events?
• Traffic sources - Where are your website visitors coming from? Organic
search? Email outreach? Social Trafic? Paid Search?
• Social media engagement - Is your social media strategy working? Is your
following not only growing but engaging?
HIGHER EDUCATION MARKETING ON SOCIAL MEDIA

• Feature successful alumni - Ultimately higher education is an investment. Research shows prospective students
put a lot of weight on an institution’s post-graduation alumni employment track record. Showcasing alumni
successes on your social channels is both a great way to support and stay in touch with alumni, and to attract new
students.
• Feature student and faculty achievements - Are you professors and students doing groundbreaking research or
innovate work? Show it off! Many campuses are siloed and marketing is not in touch enough with department
faculty to be aware of the great work happening on campus. Academics are notoriously bad at interacting with the
public, but marketers are experts. Leverage your strengths so campus marketing can help faculty, students get the
recognition they deserve.
• Feature your beautiful campus - Have an attractive campus? Showcase it on social media. Many students say that
campus environment is an important part of the decision making process.
• Showcase your social life - College is an experience and many people say the friends they make in college are
defining for the rest of their lives. Showcasing student activities is a great way to help students envision a bright
and social future at your school.
• Build a social media directory - You might want to follow NYU’s example where they have a directory exclusively
for NYU social media accounts of each of their departments. Many students want to see what their specific
department is up to!
HIGHER EDUCATION MARKETING ON SOCIAL MEDIA

• Facebook interest groups - Another social media strategy you can try is to create interest-based Facebook groups. Ideas for groups include:
groups for alumni per class year, or per club membership and even a group for parents, as Princeton does.
• Social media ambassadors - Using students as “social media ambassadors” is another new strategy many universities are using to increase
their reach on social channels. Flagler College has a YouTube channel that features student ambassadors creating fresh content, doing
takeovers and acting as “influencers” for the school.
• Dedicated Hashtags - Gartner found that 84% of millennials say they are influenced by user-generated content. By creating dedicated
hashtags, your university can take advantage of social proof to build your universities social media brand. Consider creating and promoting
hashtags for events and departments as well.
• 9. PERSONALIZED MOBILE-FRIENDLY WEBSITE
• More than ever, a universities website is its primarily calling card. Most students start their search for schools online and your website is
probably the first time they will come in contact with your brand.
• Be data driven in your approach as you design your website and make sure your have people on your team that are familiar with effective
UX design. Now is not the time to be cheap. With the pivotal role university websites play in student research, you’ll want to make sure
your website is effective and optimized for conversions.
• It’s well known that millennials like their phones, but did you know that 1 out of 5 millennials use ONLY mobile devices to access the
Internet? Having a non-responsive or non-mobile friendly website is not an option in 2019. Make sure your website performs well on both
desktop, mobile and tablets.
• Build your content with your persona’s in mind and consider using web personalization. Web personalize will allow you to optimize
conversions for students who have expressed an interest in particular programs at your school by featuring content from those programs.
 CHAT BOTS FOR HIGHER EDUCATION MARKETING

• 60% of students expect a response from a college representative within the same day after
filling out a form. To make sure students are responded to quickly, some universities are
using web chat. By implementing chat, or “conversation marketing” college representatives
are able to reply to questions immediately.
• Chat platforms like Drift allow you to respond to student inquiries instantly by automating
the first steps in a conversation before escalating the conversation to a real person. Drift
found your chance of contact decreases 10x after just five minutes without a response, so
automating responses is critical if you aren’t going to have people standing by for live chat
all the time.
• When implemented effectively, this “fast lane” can dramatically speed up conversations
with students.
 References

• Services Marketing by Zeithaml, Bitner, Gremler&Pandit, TMGH, 4th Edition , 13th Ed., Pearson
Education, India, ISBN: 9780135053010

• Services Marketing by Christopher Lovelock, 11th Ed., Tata McGraw Hill, India, ISBN: 9780073381107

• https://www.relevance.com/the-changing-role-of-marketing-in-education-sector/

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 Blackboard
Assessment Pattern

Components HT-1 HT-2 Assignment Surprise Business GD Forum Attendance Scaled

Test Quiz Marks

Max. Marks 10 10 6 4 4 4 2 40

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THANK YOU

For queries
Email:
shipra.e8909@cumail.in

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