Service is primarily intangible product transfer, without transferring ownership of this type of product, the benefit from one group to another. (Kotler et al., 2005). Service marketing is often stated to be comparatively challenging due to the unique features of the service and the dominance of experience and credential qualities compared to the traditional marketing mix. There are right people in customer service, the brand will benefit, the brand can be destroyed by the wrong people. Thus, people play an important role in the service marketing mix.
In 1981, Bernard H. Booms and Mary J. Bitner developed the traditional marketing mix into the extended marketing mix known as the service marketing mix. This service marketing mix is also called the 7P model or the 7 Ps of Booms and Bitner. The service marketing mix strategy ranges from four to seven elements the initial marketing mix concept. While Jerome McCarthy has defined only four verifiable marketing elements, the 7Ps is an extension as a result of which this marketing mix of services can also be applied in service firms and knowledge-intensive environments.
Marketing in the engineering education environment is not new. Many writers have accepted the growing influence of marketing in the recruitment of students (Murphy and McGarrity, 1978; Wonders and Gyuere, 1991; Fisk and Allen, 1993; Maringe and Foskett, 2002;). If institutes offer a value that meets the needs of the student, deliver the course using processes that meet the expectations of the students, provide the information on which they can make informed qualification decisions and these courses are priced at a rate that students see as valuable, classes are more likely to be completed. The elements listed here are the most fundamental elements of the service marketing mix, product price place, promotion, people, process and physical evidence which institutes use to improve, not only course inquiries but also applications and even enrollment.
Figure 2.2 Service Marketing Mix
Source: Hitesh Bhasin, 2017