Short answer

Designers and marketers in education must ensure that pricing and people-focused strategies are as clearly defined and measurable as product, place, and promotion strategies.

Field: Innovation & Markets
Source: Mimbar Ilmu (2022)
Method: Descriptive analysis with a qualitative approach.
Evidence: Moderate effect

A Goal-Oriented Evaluation Model reveals that while product, place, and promotion strategies in higher education are generally well-defined, pricing and people-centric strategies lack clear objectives and measurement techniques. This innovation & markets research insight is drawn from a 2022 study published in Mimbar Ilmu. Using Descriptive analysis with a qualitative approach., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers in education must ensure that pricing and people-focused strategies are as clearly defined and measurable as product, place, and promotion strategies.

Study

Innovation & MarketsHigh ImpactModerate effect

Marketing Mix (5Ps) effectiveness in higher education institutions

Mimbar Ilmu · 2022

Key Findings

01Objectives for product, place, and promotion were generally clear and understandable.
02There was a lack of defined objectives and measurement techniques for determining the success of marketing goals.
03Specific objectives related to consumer behavior were not clearly formulated for price and people aspects of the marketing mix.

Application

Design takeaway

Designers and marketers in education must ensure that pricing and people-focused strategies are as clearly defined and measurable as product, place, and promotion strategies.

How to apply

When developing marketing plans for educational services, ensure that objectives for price and personnel are as rigorously defined and measured as those for the core offering, distribution, and communication.

Project actions

01When evaluating a service's marketing, consider all 5 Ps (Product, Price, Place, People, Promotion).
02Ensure that objectives are not just stated but also have clear methods for measuring their success.

Method & Evidence

AimTo evaluate the marketing strategies of higher education institutions using the Goal-Oriented Evaluation Model and the 5P Marketing Mix (Product, Price, Place, People, Promotion).

MethodDescriptive analysis with a qualitative approach.

ProcedureData was collected through observation, interviews, and documentation. The research analyzed the 5P Marketing Mix elements (product, price, place, people, promotion) to assess the clarity of objectives and the presence of measurement techniques for marketing success.

ContextHigher education marketing, specifically within faculties of education.

Variables

IVMarketing Mix elements (Product, Price, Place, People, Promotion) and the Goal-Oriented Evaluation Model.

DVClarity of marketing objectives and the presence of measurement techniques for marketing success.

Strengths & Limitations

Strengths

+Utilizes a recognized evaluation model (Goal-Oriented Evaluation).
+Applies a comprehensive marketing framework (5Ps).

Limitations

The qualitative nature of the study means findings are interpretive and may not be statistically generalizable. The focus on a specific faculty limits broader application.

Reliability & validity

The qualitative method relies on interpretation, which can affect reliability. Validity is supported by the use of established models and triangulation of data collection methods (observation, interviews, documents).

Think critically

To what extent can the 5P framework be adapted to evaluate the marketing of non-profit organizations or public services where profit is not the primary objective?

Design Principles

"Marketing strategies in service-based industries require clearly defined objectives and quantifiable success metrics across all elements of the marketing mix."

Understanding the effectiveness of marketing strategies is crucial for educational institutions to adapt to market demands and attract students. This research highlights specific areas where marketing efforts can be strengthened to improve overall institutional performance and student engagement.

What This Means for Your Design

This study looked at how universities market themselves. It found that while they have good ideas about what they offer, where students can find them, and how they tell people about them, they aren't as clear about their pricing goals or how they plan to connect with people. They also need better ways to measure if their marketing is actually working.

How to use in your project

1.Use the 5P framework to analyze the marketing strategies of a chosen product or service.
2.Critically evaluate the clarity of objectives and the presence of measurement methods for each P.

Add to My Project

Quick Cite

Paragraph starter

This research evaluated the marketing strategies of higher education institutions using the Goal-Oriented Evaluation Model and the 5P Marketing Mix. Findings indicated that while product, place, and promotion objectives were generally clear, there was a deficiency in defining specific objectives and measurement techniques for price and people-related marketing aspects, hindering a comprehensive evaluation of marketing success.

Source

Mimbar Ilmu

Evaluasi Pemasaran Jasa Pendidikan Tinggi Keguruan dan Ilmu Pendidikan Perguruan Tinggi

journal · 2022

View source

Questions About This Research

What does the research say about marketing mix (5ps) effectiveness in higher education institutions?: Designers and marketers in education must ensure that pricing and people-focused strategies are as clearly defined and measurable as product, place, and promotion strategies. Evidence: Mimbar Ilmu (2022).
Why does "Marketing Mix (5Ps) effectiveness in higher education institutions" matter for design?: Understanding the effectiveness of marketing strategies is crucial for educational institutions to adapt to market demands and attract students. This research highlights specific areas where marketing efforts can be strengthened to improve overall institutional performance and student engagement.
How can designers apply this research?: Designers and marketers in education must ensure that pricing and people-focused strategies are as clearly defined and measurable as product, place, and promotion strategies.
What were the main findings?: Objectives for product, place, and promotion were generally clear and understandable.. There was a lack of defined objectives and measurement techniques for determining the success of marketing goals.. Specific objectives related to consumer behavior were not clearly formulated for price and people aspects of the marketing mix.
What research method was used?: Descriptive analysis with a qualitative approach..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2022 journal from Mimbar Ilmu.
What should I do differently in my next project?: When developing marketing plans for educational services, ensure that objectives for price and personnel are as rigorously defined and measured as those for the core offering, distribution, and communication.
What are the limitations?: The study focused on a specific faculty within higher education, and findings may not be generalizable to all educational institutions or sectors.