In recent years more sophisticated approaches to
direct marketing have been adopted. Developments in electronic media,
telecommunications and computers are now presenting greater opportunities for
developing an integrated programme of direct marketing activities. These can be
used in conjunction with each other to reinforce the personal selling,
advertising and other promotional elements. Many DEIs are taking the advantage
of the benefits of a coordinated, direct marketing programme. Contacting the
potential feeding centres, wherever there are cluster of prospective learners,
could be another effective tool. For example contacting Banking / Insurance
institutions could help promoting courses on banking, insurance etc. it is only
the effective teaching that creates a lasting impression on the minds of the
learners and help create goodwill on DEI.
The success of marketing of distance education
programmes is tied closely to the selection, training, motivating and
management of people. There are many examples of distance education programmes
failing or succeeding as a consequences of the ineffective or effective
management of people.
The importance of people within the marketing of
services has led to great interest in internal marketing. Internal marketing
aims to encourage effective behaviour by staff. Which will attract customers to
the firm. This means that, the Distance Education Institutions should ensure
that their employees should
have the desirable behavour that will attrac
employees are our greatest asset‟ is increasi statement is often a platitude.
By recognizing the contribution, people make to acquiring and keeping
customers, within the overall marketing mix, substantially enhances.
idea behind internal marketing is to ensure that all members of the staff in
the DEI provide the best possible
contribution to the
marketing of education
programmes and successfully
complete all telephone, mail
electronic and personal interactions with the learners in manner that adds value to the
Internal marketing in all its forms was recognized
as an important activity in contributing to the people element of marketing mix
and in developing a customer focused organisation. In practice, internal
marketing is concerned with communications, with developing responsiveness,
responsibility and unity of purpose. The fundamental aims of internal marketing
are to develop internal and external customer awareness and remove functional
barriers to organisation effectiveness.
The processes by which services are created and
delivered to the customer is a major factor within the services marketing mix.
All work activity is process. Processes involve the procedures, tasks
schedules, mechanisms, activities and routines by which a product or service is
delivered to the customer. It involves policy decisions about customer
involvement and employee discretion. Identification of process management as a
separate activity is a prerequisite of service quality improvement. The
importance of this element is especially highlighted in service businesses.
If the DEI functions effectively with a well
established administered systems and procedures, it shall have a clear
advantage over less efficient competitors. For example, a DEI which ensures
recordingofofaddress‟„change of a particular
learner, confusion in recording of changes in address of the learners, is
likely to be more critical of others services offered by the DEI.
Thus, the successful marketing of distance education
requires identifying and devolping right type of educational programmes,
pricing theme within the reach of the learners, making the programmes available
at the places convenient to the learners and promoting them with suitable
pormotioanl tools. Further, the success of marketing of distance education is
tied closely to be behaviour of the members of he staff working in the DEIs.
The well established procedures and systems in the functioning of the Institute
is an added advantage. Above all, in the case of duel mode universities, the
Distance Education Institute is a major sub-system and requires administrative,
academic and financial support and freedom to make the marketing of distance
education effective and efficient.