PROMOTION STRATEGIES FOR THE MARKETING OF EDUCATIONAL SERVICES IN ENUGU (A CASE STUDY OF (ESUT) ENUGU STATE UNIVERSITY OF SCIENCE AND TECHNOLOGY). A RESEARCH PROJECT MATERIAL ON MARKETING
1.1 BACKGROUND OF THE STUDY
organization and educational service requires that the firm make key decision.
This decision effects the total marketing programmes of the firm simply put the marketing strategy. However, one vital area of such decision which demand proper attention is the promotional strategies educational institution must initiate promotional policies and programmes to inform persuade, and educate it’s target audience of the existence of the organization and their services. Although creation of demand for a firms product services may be the ultimate objective.
The firms must put in place a set of activities aimed at stimulating demand for the services. This may involve determining the optimal combination of the promotional mix, advertising, sale promotion, personal selling, publicity, public relation, direct marketing and packaging to achieve its promotional objectives. The optimal blend is a function of the promotional resources, nature of the product just to mention but a few.
Adirika, Ebue and Nnolim (1996:35) see promotion as the component used by the organization to inform, educate, and persuade the market regarding their companies offerings, advertising personal selling, sales promotion, publicity and public relation and the major variable of promotion.
Promotion is a vital ingredient of survival and development without adequate promotion, product may not sold where they sell, their continuality is not in doubt.
The art and science of marketing promotion, which comprises of advertising personal selling sales promotion public relation and direct marketing is often associated with glamour and flamboyance.