Author
Email
Institution
Zi Wan
wanz@uwstout.edu
University of Wisconsin-Stout
Menomonie, WI 54751
Christie Burton
christieburton@clayton.edu
Clayton State University
Morrow, GA 30260

Title: Applying services marketing concepts in higher education teaching
Abstract: Teaching in higher education is a service. Students are customers and educators in the educational organizations are service providers. Both the students and the educators must get involved and interact while education services are produced and consumed simultaneously. The students' goal is obtaining an education while the organization's goal is better performance, competitive sustainability and improvement. Educators provide the services to satisfy both student and organizational goals. The present research describes an innovative and effective teaching and learning approach via applying services marketing concepts in the teaching at College of Professional Studies in Clayton State University to provide the students high quality education and a unique educational experience, to achieve student satisfaction, and to improve student retention rate.
Proposal: Presentation Objectives
• Introduce the importance of applying services marketing concepts in teaching as an innovative and effective teaching approach
• Describe the relationship between the students and the educators based on services marketing concepts
• Analyze the major factors influencing educational service experience
• Describe the components of student satisfaction
• Develop an understanding of the model of educational service quality
• Recognize the importance of student retention
• Identify the effective tactics to help education organizations retain students
• Share and discuss the teaching and learning experiences among the session participants

Presentation Audience
Educators, students and administrators interested in applying services marketing concepts in teaching

Presentation Activities
PowerPoint presentation. Participants will be presented a detailed review for services marketing concepts, and a detailed description why and how services marketing concepts are applied in higher education teaching. The presentation will include an open discussion and sharing of teaching and learning experiences. Handouts will also be distributed to the participants.

Presentation Description
Teaching in higher education is a service. Kotler and Levy (1969), Kotler and Fox (1985), Conway Mackay, and Yorke (1994) and Kyle (2005) described and suggested the marketing concept in higher education and the idea of the students as customers in the purchase of higher education programs and services. Educators in the educational organizations are service providers (King 1993; Hoffman et al., 2005). The major differences between goods and services are attributed to four characteristics - intangibility, inseparability, heterogeneity, and perishability. Both the students and the educators must get involved and interact while education services are produced and consumed simultaneously (HoffmanZeithaml, Parasuaraman, and Berry, 1985; Hoffman and Bateson, 2002). Applying services marketing in teaching allows the higher educators to think deeply about and respond appropriately and accurately to the goals of both the students and the educational originations. Improved education quality, student satisfaction and student retention are considered three fundamental elements of services marketing concepts applied within a higher educational institute (Kotler and Fox, 1985; Hoffman etc. 2005). The result of the present research provides the evidence that applying services marketing concepts in teaching is an innovative and effective approach in higher education.

References
Conway, T., Mackay, S., and Yorke, D. (1994). Strategic planning in higher education: Who are the customers? International Journal of Educational Management, 8(6), 29-36.

Hoffman, K.D. et al. (2005). Marketing Principles and Best Practices. Manson, OH: South-Western.

Hoffman, K.D. and Bateson, J.E.G. (2002). Essentials of Services Marketing: Concepts, Strategies, and Cases. Manson, OH: South-Western.

King, A. (1993). From sage on the stage to guide on the side. College Teaching: 41(1):30-35.

Kotler, P.A. and Fox, K.F.A. (1985). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice-Hall.

Kotler, P. and Levy, S.J. (1969). Broadening the concept of Marketing. Journal of Marketing, 33(1),1-6.

Kyle, K. (2005). To see or not to see the crisis in academy: A call for action. Social Justice, 21(3), 128-147.

Zeithaml, V.A., Parasuraman, A., and Berry, L.L. (1985). Problems and Strategies in services marketing. Journal of Marketing 49:33-46.

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