Short answer
Focus marketing efforts on the holistic service experience and tangible aspects of the educational offering, leveraging positive word-of-mouth to amplify impact, rather than solely relying on price as a differentiator.
- Field
- Innovation & Markets
- Source
- Menara Ilmu (2019)
- Method
- Quantitative research using regression analysis.
- Sample
- 85 participants
- Evidence
- Strong effect
A comprehensive marketing mix, encompassing product, promotion, place, people, process, and physical evidence, demonstrably drives student enrollment decisions, though pricing alone shows a weaker correlation. This innovation & markets research insight is drawn from a 2019 study published in Menara Ilmu. Using Quantitative research using regression analysis. with 85 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing efforts on the holistic service experience and tangible aspects of the educational offering, leveraging positive word-of-mouth to amplify impact, rather than solely relying on price as a differentiator.
Marketing Mix Elements Significantly Influence Student Choice, Except Price
A comprehensive marketing mix, encompassing product, promotion, place, people, process, and physical evidence, demonstrably drives student enrollment decisions, though pricing alone shows a weaker correlation.
Menara Ilmu · 2019
Key Findings
- 01Product, promotion, place, people, process, and physical evidence of educational services have a significant and positive influence on student choice.
- 02Price has a positive but not statistically significant influence on student choice.
- 03Word-of-mouth communication has a significant and positive influence on student choice and moderates the relationship between the marketing mix and student decisions.
Application
Design takeaway
Focus marketing efforts on the holistic service experience and tangible aspects of the educational offering, leveraging positive word-of-mouth to amplify impact, rather than solely relying on price as a differentiator.
How to apply
When developing marketing strategies for educational programs or services, conduct research to identify the most influential marketing mix elements for your target audience and invest in building positive word-of-mouth.
Project actions
- 01When researching marketing strategies, consider breaking down the 'marketing mix' into its core components (product, price, place, promotion, people, process, physical evidence) to analyze their individual impacts.
- 02Investigate how user-generated content or testimonials can be integrated into your design project's marketing approach.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Comprehensive analysis of multiple marketing mix elements.
- +Inclusion of word-of-mouth as a moderating factor.
Limitations
The findings might not apply to all educational institutions or industries. The study's focus on student choice might not capture the full spectrum of decision-making factors.
Reliability & validity
The study used a census method for sample collection and statistical analysis with SPSS, suggesting an attempt at reliability and validity. However, the specific measures for reliability (e.g., Cronbach's Alpha) and validity (e.g., construct, content) are not detailed in the abstract.
Think critically
How might the relative importance of price versus other marketing mix elements change depending on the perceived value and necessity of the educational service?
Design Principles
"The perceived value of a service offering is a composite of multiple factors, and strategic communication across these elements, amplified by social proof, is key to influencing consumer choice."
Understanding which components of a marketing mix are most impactful allows educational institutions to strategically allocate resources. Focusing on product quality, effective promotion, accessible locations, skilled personnel, streamlined processes, and a positive physical environment can lead to greater student acquisition and retention.
What This Means for Your Design
For schools and colleges, making sure their courses are good, they advertise well, are easy to get to, have nice teachers and facilities, and run smoothly really helps students choose them. How much it costs isn't as important as all these other things. What current students say about the school (word-of-mouth) is also very powerful in convincing new students to join.
How to use in your project
- 1.Use this study to justify the importance of a comprehensive marketing mix analysis in your design project, particularly when targeting specific user groups or service offerings.
- 2.Reference the findings to support your rationale for focusing on non-price related factors in your design or marketing recommendations.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that a robust marketing mix, encompassing product, promotion, place, people, process, and physical evidence, significantly influences consumer choice in service industries, with word-of-mouth acting as a powerful moderating variable. The findings suggest that while price has a positive correlation, its impact is less pronounced than other service attributes, underscoring the importance of a holistic approach to service design and marketing.
Source
Menara Ilmu
KINERJA BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH DAN WOM (WORD OF MOUTH) SEBAGAI MODERATING VARIABLE PADA MAHASISWA AKADEMI KEBIDANAN SALMA DI KABUPATEN SIAK
journal · 2019
View sourceQuestions About This Research
- What does the research say about marketing mix elements significantly influence student choice, except price?
- Focus marketing efforts on the holistic service experience and tangible aspects of the educational offering, leveraging positive word-of-mouth to amplify impact, rather than solely relying on price as a differentiator. Evidence: Menara Ilmu (2019).
- Why does "Marketing Mix Elements Significantly Influence Student Choice, Except Price" matter for design?
- Understanding which components of a marketing mix are most impactful allows educational institutions to strategically allocate resources. Focusing on product quality, effective promotion, accessible locations, skilled personnel, streamlined processes, and a positive physical environment can lead to greater student acquisition and retention.
- How can designers apply this research?
- Focus marketing efforts on the holistic service experience and tangible aspects of the educational offering, leveraging positive word-of-mouth to amplify impact, rather than solely relying on price as a differentiator.
- What were the main findings?
- Product, promotion, place, people, process, and physical evidence of educational services have a significant and positive influence on student choice.. Price has a positive but not statistically significant influence on student choice.. Word-of-mouth communication has a significant and positive influence on student choice and moderates the relationship between the marketing mix and student decisions.
- What research method was used?
- Quantitative research using regression analysis. with 85 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from Menara Ilmu.
- What should I do differently in my next project?
- When developing marketing strategies for educational programs or services, conduct research to identify the most influential marketing mix elements for your target audience and invest in building positive word-of-mouth.
- What are the limitations?
- The study was conducted at a single institution, limiting generalizability. The focus was on student choice, not necessarily long-term satisfaction or career outcomes.