Key factors when choosing university
Today, educational services are a product that is offered to the consumer. In conditions of high competition, universities are trying to use various marketing strategies to increase demand for their services and promote the image of the institution in the eyes of students. Universities, first of all, focus on the needs of the target audience and promote educational services in accordance with the strategic plan.
Of course, the benefits of educational institutions can vary, however, some of them remain unchanged throughout the time: the territorial location of the university, prospects for future employment, the quality of teaching, friend's experience.
However, nowadays, in addition to traditional factors, a student of an educational institution is influenced by many other equally important marketing factors. That is why it is necessary to use the existing methods of attracting students correctly, which can significantly increase the demand for a particular educational institution.
First, an important role is played by the provision of full detailed information to target audiences about the programs and conditions of study offered by the university. This is primarily due to the development of partnerships of universities with other educational or marketing organizations. The more information a prospective student has, the more motivated he is to enter. Equally important is the feedback, which provides the applicant with a sense of “support” at the stage of choosing an educational institution.
Social networks are the main source of information for the applicant and it’s targeted audience (for example, the publication of various articles, the publication of posts, reviews, forecasts of the demand for certain specialties in the future). Mass media has both a direct impact on the choice of the applicant and indirect (through the formation of an information field in the contact audience of the applicant). The development of the brand and image of the institution increases the level of attractiveness for students.
Even though the price is a very important factor, students understand that higher education is an investment in the future and it is worth it. Most universities use a flexible pricing policy, offering discounts, scholarships or installments for student learning. These make the university more attractive to the student. Students are trying to perform at their best to be eligible for the scholarship or discount and it’s very important to encourage their achievements.
An effective strategy to promote educational services includes ways of promoting through visual and verbal information: drawing attention to the educational institution, demonstrating the benefits of educational programs through advertising and targeting. In the new economic conditions, the image of the university depends on the ability to create and correctly offer relevant educational products.
The use of modern forms of promotion in the activities of the university helps to increase attention to it from the potential audience, which contributes to the competitiveness of the educational institution and can thus become a key factor in deciding on admission.
Learn more about the university marketing strategy on our website.