Comprehensive Marketing Intensity Indicator for Higher Educational Institutions

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Author(s): Badar Alam Iqbal (Faculty of Economics and Finance, Monarch University, Zug, Switzerland)and Mohd Nayyer Rahman (Aligarh Muslim University, India)
Copyright: 2021
Pages: 12
Source title: Handbook of Research on Modern Educational Technologies, Applications, and Management
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3476-2.ch036

Keywords: Education / Educational Technologies / Information Science Reference

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Abstract

Higher educational institutions (HEI) have lately involved the marketing approach both locally and globally. While almost all HEI now involve marketing of education service, there is no comprehensive assessment indicator available for the marketing intensity. Marketing intensity as a new term is the holistic involvement of an organization into marketing not reflected solely by monetary variables. The chapter attempts to bring the term marketing intensity into the discussion of HEI and to build a comprehensive marketing intensity indicator, which may be easily used to compare HEI with respect to marketing intensity. The chapter presents the conceptual and theoretical model of the indicator.

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