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Abstract
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Article Information:
A New Educational Marketing Mix: The 6ps for Private School Marketing in Iran
Mehrdad Alipour, Ali Aghamohammadi, Reza Ahmadi and Seyyed Hadi Hoseini
Corresponding Author: Mehrdad Alipour
Submitted: March 09, 2012
Accepted: April 20, 2012
Published: November 01, 2012 |
Abstract:
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This study aims to present a new marketing mix for private schools based on parents' attitudes of
non-public school students in Tehran. Each institution needs to survive is to provide marketing services.
Educational institutions such as private schools to attract more students who are among the main goals of these
institutions need to use Principles of Marketing. The type of hotels or restaurants services varies with
educational services. Hence the educational sector particularly private schools need a new marketing model.
This study seeks to present a model to be able thereby to increase Students enrollment. Research method of this
study was the combination of exploratory, descriptive - survey and analytical. Gathering techniques of data
were through both questionnaire and interview. First results obtained from factor analysis, showed that 3 factors
obtained from the 6 factors, which are among the traditional marketing mix include: "Price", "promotion" and
"product" and three new factors with the "Parent Teacher Communication," professor "and" privilege ". So the
effect of each 6 factors on increasing the enrollment students rate were evaluated by test the hypotheses. The
current study took nearly one year to be completed (Feb. 2011 to Dec. 2011). This study also was conducted
in Tehran city, Iran.
Key words: Educational marketing, private schools, service mix, , , ,
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Cite this Reference:
Mehrdad Alipour, Ali Aghamohammadi, Reza Ahmadi and Seyyed Hadi Hoseini, . A New Educational Marketing Mix: The 6ps for Private School Marketing in Iran. Research Journal of Applied Sciences, Engineering and Technology, (21): 4314-4319.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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