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Investigating and ranking the role of marketing mix components in the university selection process by students

Number of pages: 130 File Format: word File Code: 30324
Year: Not Specified University Degree: Master's degree Category: Management
Tags/Keywords: Choosing a university - Marketing - Marketing mix - Selection process
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  • Summary of Investigating and ranking the role of marketing mix components in the university selection process by students

    Master's thesis in the field of business management (marketing)

    Abstract:

    With universities becoming more competitive in attracting students at the national and international levels, many universities in the world are trying to identify the tastes of their candidates and plan for the university based on them, and for this purpose they use marketing methods and tools. In Iran, universities have not yet seriously addressed this issue; As a result, the purpose of this study is to investigate and rank the role of marketing mix components in terms of the degree of influence in the university selection process by students in Ilam University. The current research includes 6000 students in Ilam University, 360 questionnaires were distributed and all of them were analyzed. Data was analyzed using SPSS18 and LISREL 8.80 software. The surveys showed that all the studied marketing mixes have an effect on the choice of the university by the students, and according to the concept of the marketing mix and its role, the university managers should define a combination of the mix that is more practical in this university and can be more successful in recruiting students, and implement it with the utmost effort and precision so that they can be victorious in the competitive market environment. Keywords: marketing mix, selection process, university selection

    1-1- Introduction:

    Due to the increasing competition in the higher education environment to attract more students, the universities of the world use advanced marketing methods. In Iran, universities have not yet seriously addressed this issue; Due to the importance of this issue, in this research, we investigate the effect of marketing mix on the choice of university by students. On the other hand, in order to achieve desirable and reliable results, every research is required to follow predefined principles and frameworks. In this research as well, the researcher compiled the results in five chapters by following this framework, the first chapter includes the generalities of the research and the next chapter includes the theoretical foundations of the research topic and the background. In the third chapter, the research methodology is presented and in the next chapter, the research findings are stated. In the conclusion, the research results and suggestions based on them for the use of universities including Ilam University and future researchers have been presented. 1-2- Statement of the problem: Marketing is a managerial task. Marketing emphasizes on achieving the goals of the customers along with the goals of the organization. Marketing is associated with understanding the needs of customers, developing products and services to meet these needs, effective pricing of products and services, informing customers about the accessibility of these products and services, effective delivery and ensuring satisfaction during and after the exchange process. Therefore, marketing should be an essential component in companies. Marketing is the responsive process of identifying, anticipating and profitably meeting customer needs. With this method, the organization will be able to put its products or services in accordance with the needs of customers and not to produce something and expect customers to arrive (Shaopeng [1] and Hui Ming [2], 1997). According to the specific nature of educational services (Kotler[4] and Fox[5], 1995), combinations of seven marketing tools: product[6], price[7], place[8], promotion[9], processes[10], physical equipment[11], and people[12] are suggested. Researchers and other researchers also investigated the effect of marketing mix in the university and their role in the university selection process by students.

    Universities have special facilities and conditions that distinguish them from each other. Therefore, universities should try to identify suitable marketing mixes in the university in order to attract students, and they can be victorious in the turbulent and competitive environment in the field of student recruitment by knowing and optimally using these mixes. To attract more students, universities around the world use tools such as the use of management knowledge, advertising, and the use of advanced marketing methods, and research to attract more students in the world is going on at a rapid pace. In Iran's universities, including Ilam University, managers and officials still do not understand the importance of marketing mix to attract students and succeed in the competitive market environment, and they do not make much effort in this field. If the role of mixed students in the university is recognized, the universities of our country, including Ilam University, can reach the level of the most advanced universities in the world. This is an important issue that needs serious attention. On the other hand, the process of choosing a university by a student can be influenced by factors depending on the location and time conditions, and its quality can be different depending on the way and amount of searching for information about different universities. Since searching for information about universities can be an important step in obtaining academic and professional success, it is very important to examine this issue in our society regarding candidates entering universities, as a huge group of people who are deciding about the future of their careers. In this research, we have investigated the issue of how much students pay attention to the marketing mix for choosing a university. Therefore, the ranking and the role of the marketing mix components have been investigated in terms of the degree of influence in the university selection process by the students in Ilam University. 1-3- The importance and necessity of research: The higher education environment has become increasingly competitive and institutions have to compete to attract students to enroll in marketing (Maring [13], 2006). Along with universities becoming more competitive in attracting students, both nationally and internationally, many universities in the world are trying to identify the interests of their candidates and plan for the university based on them. This issue has gained considerable importance with the growth and development of world universities. In order to attract more students, the universities of the world use tools such as the use of management knowledge, advertising, and the use of advanced marketing methods. This is an important issue that needs serious attention.

    Different universities (government, payamnoor, non-profit, free university, university of applied sciences) each try to attract more people in their system in order to benefit from the benefits from the government and from the applicants (Nafisi, 2018). In this struggle, a university that uses marketing tools appropriately will win.

    In Iran, universities have not yet seriously addressed this issue; Because Iran's universities still have audiences who are preparing for entrance exams behind the university doors. This is the most important issue of the current research and the elimination of the existing knowledge gap between the academic systems of Iran compared to the systems of other countries in the world, constitutes the necessity of a research with this title. Therefore, as a necessity of this research, it should be mentioned that the most important users of the results of this research are the universities for whom the results of this research are important, so that they can use it to deal with external threats and recognize their weaknesses in order to turn them into opportunities and strengths. The impact of marketing mix components in the university selection process by students in Ilam University. 2- Ranking the impact of marketing mix components in the university selection process by students in Ilam University. 1-4-2- Partial objectives: 1- To identify the impact of pricing in the university selection process by students in Ilam University. 2- To identify the impact of location in the university selection process by students in the university. Ilam.

    3- Identifying the impact of promotion in the university selection process by students in Ilam University.

    4- Identifying the impact of physical equipment in the university selection process by students in Ilam University

    5- Identifying the impact of the product in the university selection process by students in Ilam University.

    6- Identifying the impact of the process (procedures) in the university selection process by students in Ilam University.

    7- Identifying the impact of people (University professors and staff) in the university selection process by students in Ilam University

  • Contents & References of Investigating and ranking the role of marketing mix components in the university selection process by students

    List:

     

     

    Title                                                                                                                                                                                                 .

    1-1 Introduction..1

    1-2 State the problem.1

    1-3 Importance and necessity of research.3

    1-4 Research objectives.4

    1-4-1 General objectives. 4

    1-4-2 partial objectives. 4

    1-5 research questions. 4

    1-5-1 general questions. 4

    1-5-2 partial questions. 5

    1-6 research scope. 5

    1-7 research methodology.5

    1-8 application of research results. 6

    1-9 Research variables. 7

    1-10 definition of variables. 7

    1-10-1 conceptual definition of variables. 7

    1-10-2 operational definition of variables. 8

    1-11 definition of words. 9

    Chapter two. 10

    Research literature and background. 10

    2-1 introduction. 10

    2-2 Definition of marketing.10

    2-3 Marketing mix.12

    2-4 Definition and concept of decision making. 13

    2-5- Consumer behavior. 15

    2-5-1 Buyer orientation. 16

    2-6 Services. . 19. 2-6-1 definition of services. 19

    2-6-2 service characteristics. 20

    2-6-3 types of services. 21

    2-6-4 service marketing mix. 22

    2-7 marketing in higher education. 24

    2-8- Marketing mix in higher education. 24

    2-9 Effective marketing mix components in choosing a university by students.  25

    2-9-1 Product (service).25

    2-9-2 Price.29

    2-9-3 Promotion.33

    2-9-3-1 Advertising.34

    2-9-3-2 Sales Promotion.35

    2-9-3-3 Public Relations.35

    2-9-3-4 Personal selling.36

    2-9-3-5 Direct marketing.36

    2-9-4 Location.37

    2-9-5 People (faculty and university staff).39

    2-9-6 Physical evidence.40

    2-9-7 Operation or process.41

    2-10 Internal research.43

    2-11 External background.43

    2-12 Ilam University overview.51

    2-13 Conclusion and presentation of the research conceptual model.53

    Chapter three.55

    Research method.55

    3-1 Introduction.55

    3-2 Research methodology.55

    3-3 Research process.56

    3-3-1 Statistical population under study.

    3-3-2 Statistical sample.56

    3-3-3- Sampling method.56

    3-3-4- Method of determining sample size.56

    3-4 Sources and collection methods Information. 57

    3-4-1 Library studies.57

    3-4-2 Field studies.57

    3-5 Questionnaire analysis.57

    3-6 Questionnaire reliability or reliability.58

    3-7 Determining the validity or validity of the questionnaire.59

    3-8- Data analysis method.59

    3-8-1 Kolmogorov-Smirnov test.60

    3-8-2 Structural equation modeling model.60

    3-8-3 Fit criteria.60

    3-9 Chapter summary.63

    Chapter four.64

    Analysis of data.64

    4-1 Introduction. 64

    4-2 Data analysis. 64

    4-2-1 Descriptive analyses. 64

    4-2-1-1 Frequency distribution of respondents according to gender. 65

    4-2-1-2 Frequency distribution of respondents according to faculty. 66

    4-2-1-3 Distribution of frequency of respondents according to degree. Education. 66

    4-2-1-4 distribution of the frequency of respondents according to native or non-native. 67

    4-2-1-5 distribution of the frequency of respondents according to age. 68

    4-2-1-6 distribution of the frequency of respondents according to night and day training courses. 68

    4-2-1-7 distribution of the frequency of respondents according to the variables of the mixed latent concept. Marketing. 69

    4-3 Standardization of tools for measuring research concepts. 69

    4-3-1 Confirmatory factor analysis of market mixes. 70

    4-3-2- Confirmatory factor analysis of the latent concept of marketing mix. 72

    4-4- Data normality test. 74

    4-4-1 Calculation of skewness and kurtosis. .74

    4-4-2 test74

    4-4-2 Shapiro-Wilk test or Kolmogorov-Smirnov test. 74

    4-5 Results of examination, analysis of questions. 75

    4-5-1 Results of examination of the first research question. 75

    4-5-2 Results of examination of the second research question. 76

    4-5-3 Results of examination of the third question Research.77

    4-5-4 The results of the fourth research question.77

    4-5-5 The results of the fifth research question.78

    4-5-6 The results of the sixth research question.79

    4-5-7 The results of the seventh research question.80

    4-5-8 Ranking of mixed components.80

    4-6 Analysis based on demographic characteristics.85

    4-6-1 The effect of gender on each of the variables.85

    4-6-2 The effect of age on each of the variables.86

    4-6-3 The effect of the faculty on each of the variables.86

    4-6-4 The effect of being native and non-native on each of the variables.87

    4-6-5 The effect of day and night training courses on each of the variables.87

    4-6-6 The effect of education on each of the variables.88

    4-7 Summary of the chapter.89

    The fifth chapter.90

    Conclusion and suggestions.90

    5-1 Introduction.90

    5-2 The results of the review Research questions. 90

    5-2-1 The results of the first question. 90

    5-2-2 The results of the second question. 91

    5-2-3 The results of the third question. 91

    5-2-4 The results of the fourth question. 92

    5-2-5 The results of the fifth question. 92

    5-2-6 The results of the question Sixth. 93

    5-2-7 The results of the seventh question.93

    5-3 suggestions.94

    5-3-1 suggestion to university administrators.94

    5-3-2 suggestion to future researchers.95

    5-3-3 research limitations.95

    List of sources.96

    Appendix. 105

    Lisrel software output. 105

    Measuring models of marketing mix variables. 106

     

     

     

     

     

     

     

     

     

     

    List of tables

    Title

    Table 2-1 summary of services marketing studies. 23

    Table 3-1 Sources used to measure model constructs. 58

    Table 3-2 Reliability domain. 58

    Table 3-3 reliability of the questionnaire by each variable. 58

    Table No. 4-1 frequency distribution of respondents according to gender. 65

    Table 4-2 distribution of frequency of respondents according to faculty. 66

    Table 4-3 distribution of frequency of respondents according to educational level. 66

    Table 4-4 distribution of frequency of respondents according to native or Non-native.67

    Table 4-5 Distribution of the frequency of respondents according to age.68

    Table 4-6 Distribution of the frequency of respondents according to night and day training courses. 68

    Table 4-7 Distribution of the frequency of respondents according to variables of the latent concept of the marketing mix. 69

    Table 4-8 Confirmatory factor analysis of mixtures 69

    Table 4-9 factor loadings of market composite components. 70

    Table 4-10 factor loadings of market composites. 71

    Table 11-4 fit indices of the research variable measurement model. 73

    Table 4-12 data normality test (calculation of skewness and kurtosis). 74

    Table 4-13 Data normality test (Kolmogrove-Smirnov test). 75

    Table 4-14 one-sample t-statistics for price variable. 76

    Table 4-15 results of one-sample t-test for price variable. 76

    Table 4-16 one-sample t-statistics for location variable. 76

    Table 4-17 results One-sample t-test for location variable. 76

    Table 18-4, one-sample t-test statistics for promotion. 77

    Table 19-4, results for one-sample t-test for promotion variables. 77

    Table 20-4, one-sample t-test for physical evidence. 78

    Table 4-21, results for one-sample t-test for evidence variables. physical. 78

    Table 22-4 one-sample t-statistics of the product variable. 78

    Table 4-23 of the results of the one-sample t-test of the product variable. 79

    Table 24-4 of the one-sample t-test of the process variable. 79

    Table 4-25 of the results of the one-sample t-test of the process variable. 79

    Table 4-26 One-sample T-statistics of individuals. 80

    Table 4-27 Results of one-sample T-test of individuals.

Investigating and ranking the role of marketing mix components in the university selection process by students
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