- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Marketing Model Applying the Concepts of Educational Psychology in the Private Educational Service Sector
Abstract
Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.
- keywords
- Marketing Strategy, Customer Satisfaction, Educational Psychology, Private Educational Institution
Reference
Alhadid, A. Y., & Qaddomi, B. A. (2016). The effect of marketing strategy on maximizing the performance of an organization: Sustainable competitive advantage as a mediate variable: Empirical study on small and medium companies in Jordan. International Journal of Academic Research in Business and Social Sciences, 6(4), 318-324.
Buttle, F., & Bok, B. (1996). Hotel marketing strategy and the theory of reasoned action. International Journal of Contemporary Hospitality Management, 8(3), 5-10.
Cao, H., Jiang, J., Oh, L. B., Li, H., Liao, X., & Chen, Z. (2013). A Maslow's hierarchy of needs analysis of social networking services continuance. Journal of Service Management, 24(2), 170-190.
Daniel, C. O. (2018). Effects of marketing strategies on organizational performance. International Journal of Business Marketing and Management, 3(9), 1-9.
Effing, R., & Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating social media strategies. International journal of information management, 36(1), 1-8.
Hult, G. T. M., & Ketchen, D. J. (2017). Disruptive marketing strategy. Ams Review, 7(1-2), 20-25.
Lam, S. K., Kraus, F., & Ahearne, M. (2010). The diffusion of market orientation throughout the organization: A social learning theory perspective. Journal of Marketing, 74(5), 61-79.
Lam, S. K., Kraus, F., & Ahearne, M. (2010). The diffusion of market orientation throughout the organization: A social learning theory perspective. Journal of Marketing, 74(5), 61-79.
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1), 3-9.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Neuendorf, K.A. (2002) The Content Analysis Guidebook. SAGE Publications: Thousand Oaks, CA, USA
Oplatka, I. (2004). The characteristics of the school organization and the constraints on market ideology in education: An institutional view. Journal of Education Policy, 19(2), 143-161.
Oplatka, I., & Hemsley-Brown, J. (2012). The research on school marketing: Current issues and future directions—An updated version. Advances in Educational Administration, 15, 3–35
Subrahmanyan, S., & Gomez-Arias, J. T. (2008). Integrated approach to understanding consumer behavior at Bottom of Pyramid. Journal of Consumer Marketing, 25(7), 402-412.
Prasertcharoensuk, T., & Tang, K. N. (2017). The effect of strategic leadership factors of administrators on school effectiveness under the Office of Maha Sarakham Primary Educational Service Area 3. Kasetsart Journal of Social Sciences, 38(3), 316-323.
Sebolao, L., & Mburu, P. (2017). Marketing Approaches Used By Private Secondary Schools In Botswana. International Journal of Economics, Commerce and Management, 5(10), 653-680.
Stuart, E. W., Shimp, T. A., & Engle, R. W. (1987). Classical conditioning of consumer attitudes: Four experiments in an advertising context. Journal of consumer research, 14(3), 334-349.
Svatosová, V. (2013). Motivation of online buyer behavior. Journal of competitiveness, 5(3), 14-30.
Taylor, C. (2001). Hierarchies and'local'markets: the geography of the'lived'market place in secondary education provision. Journal of Education Policy, 16(3), 197-214.
Teo, T. S., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31(5), 349-363.
Uchendu, C. C., Nwafor, I. A., & Nwaneri, M. G. (2015). Marketing Strategies and Students' Enrolment in Private Secondary Schools in Calabar Municipality, Cross River State, Nigeria. Online Submission, 3(5), 212-223.
Zancajo, A. (2018). Educational providers in the marketplace:Schools’ marketing responses in Chile. International Journal of Educational Research, 88(March), 166-176.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations