DEVELOPING THE MARKETING MIX FOR EDUCATIONAL INSTITUTIONS

DEVELOPING THE
MARKETING MIX FOR

EDUCATIONAL
INSTITUTIONS.

SCAN ME

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DEFINITION

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“ The marketing mix refers to the set of actions, or tactics, that
a company uses to promote its brand or product in the
market.

The 4Ps make up a typical marketing mix - Price,
Product, Promotion and Place.

Marketing mix for higher education consist of 7 Ps which
include : Program, Price, Place, Promotion, People, Process
and Physical Facilities. ( Kotler & Fox, 1995 )

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VIDEO MARKETING IN EDUCATIONS

https://www.youtube.com/watch?v=gW5GoWmK-uY

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MARKETING IN
EDUCATION

The main goal off marketing is to define
quality education system, market
oriented to provide a specific type of
service.

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MARKETING MIX 7
STRATEGY

Marketing mix has both communicative and operative
functions. Communicative function is the need to
transfer to users to relevancy of services for their
needs. Operative functions aims to remove boundaries
in exchange, so that the users (who opted for that
service) can enter the exchange process with minimal
effort.

7 Ps Mix Marketing

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PRODUCT AND
SERVICES

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EDUCATION AS A PRODUCT

It involves special challenges because
most services are intangible,
inseparable, variable, and perishable.

Most services do not exist until the
service provider perform the service,
usually in the presence of customer.

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PRODUCT AND SERVICE

PRODUCT : SERVICES : The only international
International School of school in Kuantan that provides
Kuantan ( ISK ) quality education to elementary,
middle and high school students

English is used as the medium of
instruction to prepare students
for admission to university.
Graduates of ISK have been
accepted to prestigious colleges
and universities around the world.

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We are international in both philosophy and approach; we strive to

ensure that students fully embrace the values and culture of not

only Malaysia but the cultures from each of the 14 nationalities

represented at our school. This is most evident in our Anchor

Values that permeate school life both in and out of the classroom.

ISK upholds to an international standard of education and this is

evidenced through our accreditation by the Western Association of

Schools and Colleges (WASC), an American accrediting association

for schools throughout the world.

We are a member of the East Asia Regional Council of Schools

(EARCOS) and it is through this organization that we train, learn

and grow amongst our greater community. 13

PRINCIPAL

Richard Carroll is from Canada and has been in the teaching
profession since 1995. Starting out in Middle School as a French
Immersion teacher for Mathematics, Science and Social Studies in
Canada, he then decided to discover the world through his passion
to teach. He has been teaching overseas since 1999 with stops in
South Korea, Thailand, Laos, Turkey, Bangladesh, Sudan and, now,
Malaysia. Throughout his teaching career, he has been a
kindergarten, grade 3, grade 4, mathematics, French and
computing teacher in elementary school. In middle school, he has
taught, mathematics, science, social studies and French. In high
school, he has taught mathematics and French.

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BRANDING
STRATEGY

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✘ The customers become loyal to a brand if they share the
same values and want to be a part of its community. The
brand can be trustworthy, luxury, passionate, tasty, fun,
innovative, caring, professional, or safe, depending on how
the company positions it in front of the audience.

✘ What is Branding, and why is it so important?

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According to the Cambridge Dictionary,
branding is the act of connecting a product
with a particular name, symbol or with
particular features or ideas, in order to
make people recognize it.

Companies may sell a similar product or
service, but depending on their branding,
they will attract different loyal customers
who will feel connected to their brands.

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Components of a Brand Style Guide
To keep the brand consistency, we need to have a brand
style guide. Keep a simple document with the most
important points. Here’s an example of brand:

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✘ Brand Message and Values

✘ The brand message is a way to connect to
your target audience. With the right brand
message, you can inspire and persuade
your target audience to buy from you or use
your services.

✘ Apple - Think different.

✘ Walmart - Save money. Live better.

✘ Coca-Cola - Taste the Feeling.

✘ Mercedes-Benz - The best or nothing.

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Logo

✘ Your company logo is a symbol which is associated
with your company as part of your brand identity.
What company comes to your mind when you see a
bitten apple or a mermaid?

✘ One of the important things to consider while designing
a logo is the places where you are going to use it.
Obviously, it will be sizes, and colors, on different
backgrounds and promo materials. Be sure to make it
simple and flexible enough.

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Typography

✘ Typography is another important part of
brand identity, as it’s built not only on
visual elements but also texts. With the
right chosen typography, you can have a
more lasting impact on your audience.

✘ Choose the sizes of your texts and
headlines, the line spacing and
paragraphs.

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Branding builds trust within the
marketplace and stakeholders
✘ Being consistent is an important trust

factor. People tend to trust those
brands who stay loyal to their quality
and values. And, it’s most likely that
they will buy from trustworthy brands.

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Having a brand gives a competitive 25
advantage

✘ It’s a fact that the consumers are interested
not only in product features but also in
what they will get from buying that
product.

✘ If the brand promises your consumers
specific benefits which they won’t get from
other competitors, then the brand will stand
out from the competitors and will obtain
loyal customers.

✘ in a world of wide choices and opportunities, it’s hard
for a company to climb to the top and become a
necessity. Especially, when you have a few seconds to
catch the attention of our audience. Building a strong
brand gives you a chance to become a part of the
consumers’ lives, something they can’t live without.

✘ In this article, we defined what branding is, which are
important parts of branding, and why it is so important
for your company. Look at the examples of the top
brands and learn from their success and failures.

✘ And remember, the strongest brand is built around a
great idea and purpose.

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INTERNATIONAL SCHOOL OF
KUANTAN ( ISK )

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School Map

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School Tagline

“ Inspiring Success
Through Knowledge “

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SCHOOL PROFILE

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ISK

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THE NATURE OF
EDUCATIONAL

OFFERING

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DEFINITIONS
✘ Various educationists have given their views on

education. Some important definitions are:
✘ Dr. Zakir Husain – “Education is the process of the

individual mind, getting to its full possible
development.”
✘ Mahatma Gandhi – “By education I mean an all-
round drawing out of the best in man – body, mind
and spirit.”

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NATURE OF EDUCATION
✘ 1. Education is a life-long process
✘ 2. Education is a systematic process
✘ 3. Education is development of individual and the

society
✘ 4. Education is modification of behaviour

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GOALS OF EDUCATION

✘ The goal of education should be the full flowering of
the human on this earth. According to a UNESCO study,
“the physical, intellectual, emotional and ethical
integration of the individual into a complete
man/woman is the fundamental aim of education.”

✘ The goal of education is also to form children into
human persons committed to work for the creation of
human communities of love, fellowship, freedom,
justice and harmony.

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ISK MISSION

International School of Kuantan provides a comprehensive
academic education that encourages all students to reach
their full potential and become self-reliant and responsible
adults.

ISK VISION

The school believes that each student is unique and
valuable and that all students should be challenged to
reach their full potential The school encourages students to
develop sensitivity toward and an appreciation for the
cultures of Malaysia and countries other than their own.

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THE AMERICAN DIFFERENCE 37

ISK offers its graduate an American High School Diploma,
fully-accredited through the Western Association of Schools
and College (WASC).
In most cases, graduates with an American High School
Diploma, in conjunction with the Scholastic Aptitude Test
(SAT), are able to bypass intermediary schooling, such as a
foundation year or A-levels, and enter directly into Bachelor
Degree programs.
Our graduates have successfully gained entrance into
prestigious universities in the United States and Canada,
Australia, Europe, and throughout Asia.

OUR HISTORY

1996

License to operate the school was approved in 1996 by the Ministry of Education
Malaysia to Effective Energy Sdn. Bhd. (EESB), a private company incorporated
with the Registrar of Companies Malaysia.

The International School of Kuantan opened on the ground floor of two units of
shop lots at A33, Jalan Tanjung Api, Padang Lalang, Kuantan, Pahang, Malaysia.
Initial student body of sixteen students in grades seven through twelve. Four
teachers were hired with three being expatriates.

1999

The first graduating class in June 1999 included three graduates who have all
continued their education at the International Islamic University in Malaysia.

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ACCREDITATION

International School of Kuantan (ISK) was granted full accreditation (six-years) by the
Accrediting Commission for Schools, Western Association of Schools and Colleges
(ACS WASC) in 2003.
The American High School Diploma, which we offer, has been officially recognized as
equivalent to STPM by the Malaysian Qualifications Agency (MQA)

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ACADEMIC PROGRAM

The academic program at ISK is divided into three divisions:
Elementary school - Kindergarten & Grades 1 – 5 (Ages 5 - 11 years old)
Middle School - Grades 6 – 8 (Ages 11 - 14)
High School - Grades 9 – 12 (Ages 14 - 18)

Graduates from ISK have been accepted into prestigious colleges and universities throughout the
World, examples of which include Trent University (Canada), University of Canterbury (New Zealand),
Dartmouth University (USA), Deakin University (Australia), San Francisco State University (USA),
New York University (USA), University of Tsukuba (Japan), Lincoln University (New Zealand),
Ritsumeikan Asia Pacific University (Japan), Taylor's University, Monash University (Australia), INTI
International University & Colleges, LimKokWing University of Creative Technology, and many other
international as well as local universities.

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THE ALIGNMENT OF
CURRENT PROGRAMS

AND SERVICES

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Introduction to the Malaysian Education Structure
✘ Children in Malaysia begin their education as early

as at the age of four at pre-schools although this
is not compulsory. Primary education starts when
the child reaches the age of six on the first day of
January of the current school year. The government
provides free education for six years at primary
level and five years at secondary level. At the end
of this secondary education, students sit for the
public common examination, Sijil Pelajaran
Malaysia (SPM).

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✘ At higher education phase, study opportunities
include certificate, diploma, undergraduate, as
well as postgraduate studies.

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ISK ANCHOR 1. Communication
VALUES
2. Lifelong
Learning

3. Problem
Solving

People
Skills

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SPECIAL & SUPPORT PROGRAMS

ENGLISH AS A SECOND LANGUAGE SUPPORT (ESL)
For students who enroll with limited or no English-speaking ability, an
English as a Second Language (ESL) Program is available. ESL
programs help students learn English.

INDEPENDENT STUDY
High School students who have demonstrated the ability to work
independently may choose to do independent study for coursework
that they may not otherwise have the opportunity to study at ISK.

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ADVANCED PLACEMENT (AP) COURSES & EXAMS

Advanced Placement courses offer students the opportunity to take
college-level courses and enter a universe of knowledge that might
otherwise be unexplored in high school. AP Exams provide an
opportunity for students to earn credit or advanced standing not only at
many colleges or universities in the United States of America but
worldwide as well.

In the past, ISK has offered a number of audited AP courses:

AP Calculus
AP English Language and Composition
AP World History

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BEYOND ACADEMICS

Student Life is made up of a variety of different
activities including:
1.After-School Activities
2.Sports and athletics
3.Field Trips
4.Students Council
5.Art Program

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AFTER SCHOOL ACTIVITIES

We strongly encourage students to be involved in after school
activities and learn to create a balance between academics and
recreational activities.

After School activities that are offered to students include but is not
limited to:

• Malay Language Club
• KAFA/Islamic Studies
• Bible Studies

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Forensics (English) Robotics Drama
Our school Forensics activities Students learn teamwork and Students may participate in
include debate, solo and duet problem solving skills by building the school drama
acting, oral interpretation, original and programming robots. The presentations. These may
oratory, impromptu and school has participated in the include short drama
extemporaneous speaking. First Lego League (FLL) productions developed in
Malaysia Open Robotics conjunction with other school
Music Club Championship. activities or a longer drama
Music Club is a place where In the 2013 FLL Malaysia Open production presented on its
students can come and share their Championship, our students won own.
love of music in all its forms. They the Best Robot Award.
come to listen, chat, learn or play
together. So far the focus has been Graphic Design And Computer Photography
on learning and playing piano and Program Graphic design and computer
guitar together but new ideas and program is a place where
instruments are being added Graphic design and computer students share their creativity
regularly. program is a place where students and idea in all its forms. They
share their creativity and idea in all come to create,design, learn
its forms. They come to computer program together. So
create,design, learn computer far student can make thier own
program together. So far student art work and thier talented from
can make thier own art work and this club.
thier talented from this club.
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SPORTS & ATHLETICS

Sports practice and Physical Education classes will be
conducted either in the school sports facilities, outdoors
or outside sports facilities such as the Darul Makmur
Stadium and Pahang Sports Complex (SUKPA).
Transportation for the students will be provided by the
school.

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