- A New Educational Marketing Mix: The 6ps for Private School Marketing in Iran. - Abstract: This study aims to present a new marketing mix for private schools based on parents' attitudes of non-public school students in Tehran. - 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. - 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". - This study also was conducted in Tehran city, Iran.. - Educational markets, primarily in Western countries were formed between 1980 and 1990 which led to the formation of competitive environment in the schools (Bell and Rowley, 2002. - With nearly 30 years in the field of education through school marketing topics, but this concept in countries like Iran has rarely been discussed and most principal are unaware of it. - However, many researchers, believe the marketing role in the increase of students enrollment rate is vital (Cubillo et al., 2006. - Transferring a good and effective image of school to parents is one of the significant tasks of educational marketing. - The school should develop means of communication with the external environment to promote the goals and values for pupils and their parents (Davis and Ellison, 1997).. - This is the same as educational Marketing in schools.. - Marketing experts encourage schools to follow several major stages: Marketing research and analysis of the environment, Formulating a marketing plan and a strategy, implementing the marketing mix and evaluating the marketing process (Davis and Ellison, 1997. - This study aims to find out the current educational marketing mix in the world and then to customize them according to marketing of private schools in Iran.. - Services marketing mix 7P: One of the steps that schools in the marketing process are recommended by the researchers is implementing the marketing mix.. - Marketing mix is controllable tools that institutions use to getting appropriate response from their target markets. - In this study, first, we review 7Ps of the traditional services marketing mix to education section.. - (2004) believe, price is the amount of money that the buyer, pays to the service provider. - But the tuition that parent pay for their children's education is the corresponding price in the educational sector. - In fact, people include all members of the school that can serve to student (consumer) and parents (customer) (Kotler and Fox, 1995). - Soedijati and Pratminingsih (2011) emphasize in own study that people factor as vital for the successful delivery of the service is very important. - Of course Soedijati and Pratminingsih (2011) believes, it is related to the ability, skills, experience and knowledge of teachers. - Promotion: Promotion may be key element in the school marketing mix. - Most schools in the world use promotional activities such as PR. - However, television and Press advertising is less common in the educational sector (Bell and Rowley, 2002).. - C Public Relation (PR): PR is creating of favorable school mentality among different groups of the target market, without having to pay for it. - The role of PR is, enhance the marketing efforts in the schools.. - Important goal of it, is shaping a way to introduce and create public awareness about the achievements of the school. - One of the most common types of non media public relations is PTA (Parent Teacher Association) (Symes et al., 1994).. - C Expo: Expos is common among private schools.. - Expos prevent the spread of rumors about schools (Oplatka and Jane, 2004) and will be accustom parents with the characteristics of the school and its achievements. - It can make possible create and developed a favorable image of the school in parent's mind Physical evidence: Intensity of intangibility the educational services will be reduced by physical evidence.. - Kotler and Fox (1995) also believe that the first image in the university student's mind will be shaped by this Factor. - Place: This factor is related to whether the school is available and will be comfortable to travel there or not.. - (2000) believe that the reduction of parent traveling time to school, will lead to a positive perception and it has a positive impact in improving the school image in their mentality.. - This element in this sector is similar to the physical evidence. - Process: Processes are all the administrative and bureaucratic functions of the university which is registration, course evaluation, examinations, result dissemination and graduation (Ivy, 2008). - Methodology In this study using a combination of three exploratory, descriptive and analytical. - This study has been done on parental views of non-public school in Tehran. - Then the 21 variables in the. - The results of KMO and Bartlett's test showed there is requisite for factor analysis. - Factor analysis reduced, 21 variables extracted to 6 main components. - The factors have been retained which factor loadings are greater than 0.6 and 61.495% of variance have been explained by 6 main components.. - As can be observed in Table 1, results of the KMO and Bartlett test show that the requisite for factor analysis is available.. - Then with factor analysis technique we have reduced them to six main components. - In Table 2, you can see results of factor analysis with varimax rotation.. - New 6P educational marketing mix: After factor analysis and identified six factors, we now point to the new marketing mix that 3 factors are the same traditional service marketing mix. - with Cronbach's alpha 0.784 services are included in the 7P traditional marketing mix which also in educational sector are useful for marketers. - Product includes issues like having library or lab at the school and Promotion more include connecting to perspective student by brochure and expos.. - Professor: Professor refers to the characteristics of the school teachers. - This factor is a vital factor for a private school in studied statistical society. - For example, a teacher's skill and specialty is one of the factors which attract patents to school (loading = 0.788). - The next variable is Academic Teacher reputation (loading = 0.624). - Parent Teacher Communication (PTC): This factor is refers to parents' tendency to direct or indirect communication with school teachers. - Direct relation such as communicate via PTA (loading = 0.601). - This factor includes acceptance rate of school the students in universities in order to great effect on improving the school's image in the minds of parents (loading = 0.775).. - The next variable refers to the ratio of the students to pass national final examinations (loading = 0.709). - Fame of another educational institution is next item that help to improve parent's mentality of the school. - (Loading = 0.626). - After introducing a new marketing mix for educational sector, now to test each of the factors, we have 6 hypotheses as to ensure the effect of these factors on student's enrollment.. - As we see every one of the factors p-value is smaller than the significance level (p-value = 0.000<0.01).Therefore, There aren't strong evidence for accepting the hypothesis H 0 so it is rejected and H 1 is accepted. - In this study we used nonparametric Wilcoxon sign rank test.. - The purpose of the ranking is prioritizing is based on the most effect on the dependent variable means the student enrollment. - Because there are correlations between variables in this study thus we use Friedman test for ranking the factors. - Results of the hypotheses and propose on the basis of these results is as follows:. - This factor has greatest effect on increasing the enrolled students.. - This factor includes using popularity of another institution, ratio of university acceptance and ratio of state examination passing. - Table 6: Ranking the factors. - classes and also getting representative famous institutions and the use of the Institute teachers for the schools a high influence in schools to attract parents. - Thus, extra-curricular classes and getting representative famous institutions and using the institution teachers for schools have an important role in attracting parents to the schools. - Therefore set up the school library and laboratory of training in order to better teaching for pupils seems necessary.. - C PTC has also increased the enrolled students of private schools. - Promoting of This communication by increasing the number of PTA per month and via the school website and IVR is suggested. - C Price that is relevant to the issues of tuition has effect of encouraging parents to register. - The next suggestion is that the spending of tuition and its details to be published on the school website. - In this case, the parent's confidence of the school will be more.. - And finally is recommended that schools participate in the annual exhibition through it to introduce the school achievements to highlight.. - The emergence of educational marketing: Lessons from the experiences Israeli principals. - The impact of marketing mix on students choice of university study case of private university in Bandung, Indonesia. - Proceeding of the 2nd International Conference on Business and Economic Research (2nd ICBER 2011).. - An examination of selected marketing mix elements And brand equity.
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