The Three Challenges of Marketing for Newborn Universities

Abstract

University is a service providing organization. It has products as other profit and non-profit organizations’ have. And it is to market its products as other organizations do. Especially newborn universities should be more conscious about its marketing, communication, and branding as it is to establish a standard of students’ satisfaction, it is to communicate its products, it is to determine its positioning strategy and implement it in the market. Majorly, not only the departments but also the universities have to face the three challenges in its marketing are identified. The first challenge is to attract students through awareness building and through quality communications. The Second challenge is to retain students by making their student-life comfortable and pleasing in the university but not at the cost of its quality. And the third challenge is to defeat the threat of university’s competitor by SWOT analysis.

Keywords: marketing, and marketing communication of university, branding of university, marketing communication and branding of service providing organization, factors of satisfaction of university students, SWOT analysis of university