Formulating Marketing Strategies in Education: Enhancing Competitiveness and Customer Satisfaction

DOI

10.2991/978-2-38476-374-0_17How to use a DOI?

Keywords

Marketing Strategies; Education Sector; Competitiveness; Customer Relationship Management

Abstract

In today’s fast-paced and interconnected technological landscape, educational institutions face many complex challenges. These institutions, whether formal or informal, are not only striving for academic excellence but also competing to attract and retain students through effective promotional strategies. As a result, higher education institutions are increasingly focusing on marketing principles and refining them as strategic assets to stay competitive in the market. The implementation of effective marketing tactics is crucial for these institutions to attract the desired number of students and ensure their satisfaction, thereby maintaining a competitive edge. This in-depth article examines a wide range of literature sources to identify and develop effective marketing strategies within the educational sector. The analysis adopts a literature review approach to integrate relevant research from 2019 to 2024, with the aim of enhancing the competitiveness and satisfaction of educational institutions. Key findings highlight the importance of offering exceptional programs, improving service quality, and utilizing innovative marketing approaches. The importance of offering exceptional programs is emphasized as a fundamental strategy to differentiate institutions and attract prospective students. Improving service quality is discussed as a means to enhance student satisfaction and retention, ensuring that institutions not only attract students but also provide them with a fulfilling educational experience. Utilizing innovative marketing approaches, such as digital marketing, is highlighted as crucial in reaching and engaging a tech-savvy student population. The role of digital marketing in contemporary strategy development is emphasized, particularly the importance of customer relationship management. Case studies and real-world examples are used to illustrate successful strategy implementations and the challenges faced in dynamic market environments. These efforts not only elevate educational standards but also provide students with more options and benefits. By integrating marketing strategies, educational institutions can strengthen their position in the market and achieve long-term success.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muhamad Fadholi
AU  - Siti Zulaikha
AU  - Rika Karilia
PY  - 2025
DA  - 2025/03/13
TI  - Formulating Marketing Strategies in Education: Enhancing Competitiveness and Customer Satisfaction
BT  - Proceedings of the 2nd International Conference on Environmental Learning Educational Technologies (ICELET 2024)
PB  - Atlantis Press
SP  - 191
EP  - 207
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-374-0_17
DO  - 10.2991/978-2-38476-374-0_17
ID  - Fadholi2025
ER  -