Motivation for marketing in universities

1. 30-Jun-12 1 Motivation for marketing in universities University of Latvia Faculty of Economics and Management Gundars Berzins

2. 30-Jun-12 2 What is marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (American Marketing Association) Marketing is human activity directed at satisfying needs and wants through exchange processes Philip Kotler A marketing mix are price, promotion, product and place (also called distribution)

3. 30-Jun-12 3 Marketing Marketing is management process of anticipating, identifying and satisfying customer requirements profitably. Chartered Institute of Marketing. Operative marketing involves the processes of: Marketing research/market research New product development Product life cycle management Pricing Distribution (business) channel management Promotion (marketing)/promotion

4. 30-Jun-12 4 Brand A brand is a collection of images and ideas representing an economic producer (symbols - name, logo, slogan, and design scheme) A brand is a symbolic embodiment of all the information connected to a company, product or service A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality. Brand equity is the value built-up in a brand and consists of brand image and brand awareness

5. 30-Jun-12 5 Advertising / PR Advertising is drawing public attention to goods and services by promotion performed through a variety of media Promotional mix include: Publicity, Public relations Personal selling Sales promotion. Public relations (PR) is the art of managing communication between an organization and its key publics to build, manage and sustain a positive image. PR is a planned effort to influence opinion through good character and responsible performance based upon mutual satisfactory two-way communication

6. 30-Jun-12 6 Social capital Social capital is generally referred to as the set of trust, institutions, social norms, social networks, and organizations that shape the interactions of actors within a society and are an asset for the individual and collective production of well-being. Civil society presupposes social capital -- the norms and values that permit cooperative behaviour on the part of groups. Fukuyama, 1997 Social capital refers to those stocks of social trust, norms and networks that people can draw upon to solve common problems. Sirianni & Friedland, 1998

7. 30-Jun-12 7 Lead Tables �At a time of more choice, they will become ever more important for students as they decide where to apply, and will increasingly determine the reputation of institutions� (Estelle Morris, Guardian �The best universities? It's not that simple� Tuesday June 27, 2006) Do we have to be there?

8. 30-Jun-12 8 What do we need and who is going to do it? Marketing? Marketing mix Public Relations? Advertising? Branding? To build social capital? Lead tables? Or something else? Or no to do anything?