Positioning for Success: An Analysis of Marketing Strategies used by Private Schools in Coimbatore, India

  • A Kumar Assistant Professor, Department of Commerce Education, Sree Swamy Vivekananda Centre of Teacher Education, Kerala, India
  • Sandhya Kumar Assistant Professor, Department of Education, Sree Swamy Vivekananda Centre of Teacher Education, Kerala, India
  • P Aswathy Assistant Professor, Department of Commerce Education, Sree Swamy Vivekananda Centre of Teacher Education, Kerala, India
  • P. R. Karthikeyan Assistant Professor, Department of Commerce, Yuvaguru College of Arts and Science, Coimbatore, Tamil Nadu, India
  • S Srinithi Assistant Professor, Department of Commerce, Yuvaguru College of Arts and Science, Coimbatore, Tamil Nadu, India
Keywords: Marketing of Education, Private Schools, Coimbatore City, Parental Choice, Marketing Mix

Abstract

The marketing techniques used by private schools in Coimbatore, India, are examined in this study. Private schools are using more marketing strategies to draw students as the focus on parental choice in education grows. The study looks at the particular components of the marketing mix that these schools use, such as place (distribution channels, school location), pricing (fee structure, scholarships), and product (curriculum, facilities) and promotion (advertising, open houses). The effectiveness of these tactics in influencing parental choice of school and decision-making is examined in this study. A combination of surveys, interviews, and focus groups with parents, school administrators, and marketing staff will probably be used in the study process. The results will help to clarify the competitive marketing environment of Coimbatore’s private education sector and offer insightful guidance to school directors looking to maximize their marketing expenditures.

Published
2024-04-01
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