Marketing and Strategy for Educational Organizations
Instructor: Giannis Pollalis
The main objective of the course is not merely to provide knowledge, but above all to develop critical thinking, as well as skills and competencies that enable students to better understand the complex and dynamic changes taking place in the broader and more specific environment of the educational services market. It also aims to help students comprehend the possible implications of these changes on the management of educational institutions, and to apply tools and methods of Strategic Management and Marketing to address them.
The course is based on active student participation, and throughout its duration, case studies of real Greek and international organizations will be analyzed. The dual purpose of this approach is:
- To connect and reinforce theoretical learning in Strategy and Marketing with the realities of the Greek business environment, and
- To develop students’ analytical, synthetic, and critical thinking skills.
Course Modules:
1a. Strategic marketing trends in addressing the needs of the new economy
1b. Services marketing and educational organizations
2a. Consumer behavior in educational services
2b. Market segmentation, positioning, targeting, marketing strategies & sales growth strategies
3a. The importance of service quality in marketing & the customer experience – “moments of truth”: A customer-centric approach in education
3b. Sales growth strategies & the role of emotional intelligence in sales
3c. The marketing mix, services as products, product life cycle, perceptual mapping of educational customer preferences
– Marketing mix, pricing policy, promotion of services, the role of social advertising, pricing of services and pharmaceuticals
Digital Transformation & AI in the Education Sector: How we inform student-customers and attract new ones; new communication and advertising methods via social media and Internet of Things (IoT) applications
– Introduction to Strategic Management: Concepts, definitions, models
– Strategic decision-making strategies
– The nature of Strategic Management and Strategic Planning
– Strategic change and change management
– Internal and external environment analysis