Marketing Research in the Market of Educational Services

Objective and proven facts, which no experienced marketer in the educational sphere doubts, is the presence of market influence on educational institutions.

In this regard, it can be noted the presence of almost all public and private institutions of higher education at the traditional spring and autumn exhibitions, held under the title "Education and Career." The universities conduct extensive advertising campaigns, increase the volume of reference books and print runs of magazines of an advertising nature such as "Where to go to study". Dynamically and rapidly developing the Internet marketing of educational institutions.

It should be noted that the marketing research of educational services can be and will be in demand only at the stage of management's awareness of the situation when they are not able to offer the consumer more than they themselves have. This applies to the quality, quantity, and cost of education services. This is where it becomes necessary to identify market needs and to adapt their services to these conditions as much as possible.

Marketing research is always aimed at assessing the needs of the market. If the institution does not change its orientation depending on these needs, it will be impossible to conduct market research.

At present it is rather difficult to determine the number of units in universities that conduct marketing research. As a result of the exchange of experience of existing marketing departments, similar structures will be created in other universities in the future. Sometimes it is possible to note at some heads of high schools of mistrust to practice of an exchange of experience in the field of carrying out of marketing researches. Sometimes they ask themselves why they need to teach someone how to effectively market their services. However, you do not always need to teach someone, you can learn by yourself.

The picture of marketing information and conducting market research in the market of educational services is currently depressing. Annually about a dozen articles are published on these issues, but they are mostly of a theoretical nature. Surprising sometimes and the content of sites of educational institutions. On some of them you can find a lot of valuable information for marketers, including the cost of educational services; Others suggest a deliberate attempt to make information confidential. And the lack of information adversely affects the feasibility of marketing research.