6 Steps to be Followed to Make Marketing Plan of a University

Abstract

The study reveals 6 steps to make marketing plan of a university. There are many articles on university marketing. Majority of them are found on different specific aspects of the marketing of university. There is a research gap observed. None of the articles are found that offers a complete solution of marketing of a university. Marketing is not a single isolated activity rather it is an integrated effort. The 6 steps are identified to make a marketing plan of a university. First step is to determine who will be the prospective student of the university through market segmentation and market targeting. The second step is to analyze the competitors’ positioning and 8 Ps strategies through ‘Point of Parity (POP)’, ‘Point of Difference (POD)’ and through SWOT analysis. After the first and second steps, the third step is to determine the positioning strategy of the university, and the programs. The forth step is to determine the strategies for 8 Ps that is Product, Price, Place, Promotion, People, Process, Physical Evidence, and Placement (can be incorporated as marketing mix of a university). After analyzing information and determining the strategies in the previous steps; university marketer will undertake the course of actions according to the strategies in the step five and implement it. The sixth step is to monitor the course actions that have been taken as the marketing programs are implemented in an intended way.

Keywords: University Marketing, 4 Ps, 7 Ps, 8 Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence, and Placement), Marketing Communication, Market Positioning, Point of Parity (POP), Point of Difference (POD), SWOT analysis