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SERVICE INDUSTRY MARKETING ASSESSMENT 3 - MRKT20054 Code_MRKT20054(HT1, 2019)SERVICE INDUSTRY MARKETING_No.3

SERVICE INDUSTRY MARKETING ASSESSMENT 3 - MRKT20054 Code_MRKT20054(HT1, 2019)SERVICE INDUSTRY MARKETING_No.3

Introduction
Higher education is a study that is gained by individuals at a college or university. Higher
education is also known as college level or university level education. This education is
considered as an advanced level and a deep discussion of the study. Further, education
beyond the secondary level is known as higher education. This type of education involves
research, teaching, and working activities of the universities or educational institutions
(Tight, 2017). In this task, the major problem faced by the Central Group of Institution for
delivering high education to students is the new teaching methods and learning approaches.
The main aim of this task is to identify the factors that affect the quality and delivery of
higher education and then develop a service marketing promotional plan for achieving the
objectives of communication.
I. Identification of the factors that affect the quality and
delivery of higher education services

In this task, I, as a Service Customer will identify five major factors that affect the quality
and delivery of higher education. These factors are determined in the following five
subpoints–
a. In the study, Umbach and Wawrzynski (2005) examine the factors related to the
Experience of Faculty Members in the institutions. The faculty plays an active role in
delivering higher education to students. The article described that the learning skills
of the students depend upon the responsibilities of the faculty. The article focuses on
the two types of responsibility of the faculty named research responsibility and
teaching responsibility. There is a need to develop more engagement of the faculty
members for delivering higher education to students in the institutes. In addition to
this, the interaction between faculty members and students develop effective learning
in educational institutions. The author states that the problems to develop new
learning approaches and new teaching methods can be mitigated by enhancing the
experience of faculty members, enhancing the engagement of faculty, improving the
responsibilities of faculty, and empowering the interaction between faculty and
students in the institutions.
b. Borko (2004) identifies the factors for delivering higher education to students. This
factor is to develop teacher learning by conducting training programs. By developing
the teacher’s learning, the problem related to the new learning approach can be

mitigated. The author states students need a higher level of education. For this
purpose, teachers should increase their skills by attending the training programs. The
teachers should obtain training regarding web tools, online methods, and technology
from the professionals. The enhanced learning perspectives of the teachers positively
impact the skills of the students. Various key elements for developing the learning of
the teachers are examined in the study. These key elements are – facilitators who
guide the teachers, teachers who learn from the facilitators, professional development
programs, and so on. Further, the training program enhances the learning of teachers.
By increasing the learning and knowledge, teachers can easily develop new learning
approaches and teaching methods in educational institutions.
c. Akareem & Hossain (2016) described that education is considered as one of the basic
need to develop the skills of a human. Also, Higher education is important to the
society in social and economic aspects. The most important factor that affects in
delivering higher education to students is Quality Assurance. This factor also supports
to eliminate the problem related to new learning approaches and teaching methods. In
educational institutions, there is a need to develop Quality Assurance in the form of
product-based quality, user-based quality, value-based quality, and transcendent
quality. The Product-based quality develop the quality oriented education by the
teachers to their students while user-based quality fulfils the needs and wants of the
students by delivering them adequate quality-oriented education. Value-based quality
refers to the performance that is given to the students at reasonable and acceptable
prices. Further, transcendent quality in institutions increases the experience and
reputation of the staff. Therefore, the educational institutions must develop Quality
Assurance for generating adequate quality and delivery of higher education to
students.
d. Qualification of the teachers is another factor that is examined in the study. This
factor affects the quality and delivery of higher education to students. The author
described that the higher qualification of the teachers help to develop the learning
skill of the students and solves the problem related to the new learning approaches. If
the students in the institutions are taught by underqualified and underperforming
teachers then it limits to their professional skills. Thus, there is a need to hire highly
qualified teachers by the institutions to develop the learning skills of the students. For
this purpose, the institutions should change their hiring process and should hire
teachers who have professional and personal skill. The professional skills of the

teachers are significant qualities such as specialisation in the specific subjects and
didactic qualities. In addition to this, personal skill involves kindness, leadership, and
a positive attitude toward the profession. The institutions should hire teachers who
have general knowledge also (Lee, 2018).
e. Ysseldyke et al. (2003) examine the factor of Instructional management that supports
to develop higher education. The faculty members in the institutions should plan for
instructional management. With time changes, they should have to develop the
learning approaches and new teaching methods. The author examined that teachers
should visually outline what will be done during class learning. The staff members
should plan the various aspects of teaching in advance. These aspects involve papers
distribution, attendance, providing time to students for asking any questions and so
on. In addition to this, the staff members should develop the learning policies and then
review those policies with students. They should teach students with multiple
strategies i.e. active learning strategies, group work strategies, learner-centered
strategies, online discussion strategies, and some other strategies. The article
described that instructional management helps the teachers in adopting new teaching
methods and learning approaches.
I. Marketing Promotion Plan
a. The communication objectives to achieve the five major factors
In this task, five types of communication objectives are discussed for reflecting and achieving
the five major factors –
 The major objective of communication is to increase the interaction and engagement
level of the teachers with the students.
 Another objective is to develop the online channel of communication and improve the
technological methods for addressing the problem.
 Next communication objective is to develop the web tools in the institutions for
enhancing the web presence in the study.
 The other communication objective is to develop a practical study in the institutions
by the faculty members in order to enhance the new learning approaches.
 The last objective is to develop the methods that increase listening skills among the
students as well as teachers for delivering higher education (Besley, Dudo & Yuan,
2017).

b. Promotional mix elements to achieve the objectives
Promotional mix elements are the methods used for promoting any products and services.
The elements of the promotion mix involve advertising, direct marketing, point of sale
display, direct marketing and so on. To achieve the above five communication objectives,
some promotional mix elements are discussed as follows –
 Direct marketing – The educational institutes can increase its products and services
among students through direct marketing. Through Direct marketing, the members
of the institutions directly contact to the students for increasing the awareness
among them. The institutes should develop educational fair for increasing
awareness among customers.
 Social Media – The educational institutions should create their accounts by using
the means of social media named Instagram, Facebook, Twitter, Linked-in etcetera.
Also, they should update their current activities and events on social media for
developing new learning approaches.
 Websites – The educational institutes should develop their own websites with
marketing content including academic records, details of the subject course, ranking
of universities, hostel facilities, and achievement sports. The educational product is
introduced through websites to potential students.
 Setup Blog – The institutions should implement the blog on their websites. This
blogs can be in the form of audio, video, text and in any other form. These
institutions should create their account on with the name of their institute or with
the name of the services that are provided by these institutes.
 Public relations – Further, public relations becomes an effective promotional tool
that helps in increasing the awareness of the institutional activities to the
prospective students.
 Digital advertising – Digital advertising is also known as digital marketing that
helps the institutions for providing the academic details and facility details to
students. The academic details involve the list of the subjects while facility details
involve the facility provided by institutions to students. These promotional mix
elements help in achieving the communication objectives (Kim & Kim, 2018).

c. Criteria to measure each of the five communication objectives at the end
of 2020
Communication objectives Criteria to measure the communication

objectives at the end of 2020

1. To increase the interaction and
engagement level of the teachers
with the students

The criteria to measure the interaction among
teachers and students at the end of 2020 are -
 Teachers should know the students e.g.
names and experience, area of interest
etcetera
 Students should know the teachers e.g.
name, qualification, skills, and
knowledge etcetera
 The staff members should develop and
set the communication expectations

2. To develop the online channel of
communication

The online channels of communication are
measured by developing the -
 Website of educational institutes
 Video of the educational facilities
 Email id of the institutes and other top
management

3. To develop the web tools for
enhancing the web presence

The web presence is enhanced by measuring
the following criteria -
 Develop a professional website
 Keep the website updated
 Connect the website with potential
consumers and ask questions through
yourself
 Join the community

4. To develop the practical study in
the institutions

The criteria to develop the practical study are –
 Provide proper training to teachers
 Develop the experience, skill, and
knowledge of teachers

 Develop Quality assurance
 Develop an instructional management
plan

5. To develop the methods that
increase the listening skills among
the students as well as teachers

For developing the listening skills, the
following criteria are adopted –
 Face the speaker and maintain eye
contact
 Pay attention and relaxation
 Avoid the task that creates a distraction
 Attend the programs that provide
different language skills

d. Appropriate budget and timeline for each of the promotional mix
elements and five communication objectives
Budget and timeline for each of the promotional mix elements

S. no. Promotional mix elements Budget
(on annual basis)

Timeline

1. Direct marketing $ 2,000 2 months
2. Social Media $ 2,500 1 month
3. Websites $ 2,000 1 month
4. Setup Blogs $ 1,500 2 months
5. Public Relations $ 1,000 5 months
6. Digital marketing $ 2,500 2 months

Budget and timeline for five communication objectives

S. no. Promotional mix elements Budget
(on annual basis)

Timeline

1. To increase the interaction and
engagement level of the teachers
with the students

$ 1,000 1 month

2. To develop the online channel of $ 3,000 1 month

communication
3. To develop the web tools for
enhancing the web presence

$ 3,000 1 month

4. To develop the practical study in
the institutions

$ 2,500 2 months

5. To develop the methods that
listening skills among the
students as well as teachers

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