Marketing higher education using the 7 Ps framework

Abstract

This paper aims to develop the use of the 7 Ps framework in the educational marketing field. By presenting several important educational market forces the context of the discussion is revealed. Then the 7Ps framework is used to gather information. One by one the product, price, placement, promotion, people, process, and physical evidence strategies are presented. It is shown that each has a particular role when it comes to the educational market and the synergy effects are important. The advantages of the 7Ps approach are underlined.