MARKETING MIX:

NAME: YASIR ALI KHOKHAR

SYED ALI SHAIR
1.1 INTRODUCTION:

 In recent years, the educational landscape has evolved dramatically due to marketing forces and
demographic shifts, such as declining birth rates in Western Europe. This has intensified competition
among universities, driving them to adopt marketing-oriented strategies. The marketing mix,
encompassing elements like product, price, place, and promotion, plays a crucial role in shaping a
university's competitive edge (Grönroos., 1994). However, marketing in the service sector, particularly
in universities, poses unique challenges due to the intangible nature of services and the evolving role
of students as consumers (Maha., 2011). Understanding the dynamics between the marketing mix and
student decision-making is essential for academic institutions striving to navigate this dynamic
1.2 PROBLEM STATEMENT:

 The paragraph addresses the commercialization of higher education and the debate over implementing
marketing strategies in educational institutions. It highlights the tension between viewing students as
customers and the traditional role of universities as providers of knowledge. This debate is more
pronounced in countries where market forces in education are less prevalent. Concerns are raised about
the potential impact of marketing on the social justice objectives of education systems. Ultimately, the
main problem lies in reconciling the competitive demands of the market with the broader societal goals
of education.
1.3 THEOROTICAL FRAMEWORK:
1.6 RESEARCH QUESTIONS:

 Question 1. What marketing mix strategy is used by universities to recruit new students?
 Question 2. How does the Marketing Mix influences student’s choice of a university?
1.7 RESEARCH OBJECTIVE:

 To determine the marketing mix strategy which is used by universities to recruit new
students.
 . To identify the Marketing Mix that influences student’s choice of a university .
1.4 TIME HORIZON:

 . The total time duration is 100 Days.

 . Selection of topic: 20 Days
 . Data collection: 25 Days
 . Data analysis: 1 month
 . Data evaluation: 15 Days
 . Result : 10 Days
1.5 BUDGET:

 Our total budget was around 5 lac which comprised of following expenses:
 .TRAVEL AND ACCOMMODATION: 50,000
 .PRINTING AND DISTRIBUTION: 50,000
 .PUBLICATION FEE :250,000
 .SOFTWARE AND TECHNOLOGY : 150,000