A New Educational Marketing Mix: The 6ps for Private School Marketing in Iran

Abstract

This study aims to present a new marketing mix for private schools based on parents' attitudes of non-public school students in Tehran. Each institution needs to survive is to provide marketing services. Educational institutions such as private schools to attract more students who are among the main goals of these institutions need to use Principles of Marketing. The type of hotels or restaurants services varies with educational services. Hence the educational sector particularly private schools need a new marketing model. This study seeks to present a model to be able thereby to increase Students enrollment. Research method of this study was the combination of exploratory, descriptive - survey and analytical. Gathering techniques of data were through both questionnaire and interview. First results obtained from factor analysis, showed that 3 factors obtained from the 6 factors, which are among the traditional marketing mix include: ＂Price＂, ＂promotion＂ and ＂product＂ and three new factors with the ＂Parent Teacher Communication,＂ professor ＂and＂ privilege ＂. So the effect of each 6 factors on increasing the enrollment students rate were evaluated by test the hypotheses. The current study took nearly one year to be completed (Feb. 2011 to Dec. 2011). This study also was conducted in Tehran city, Iran.

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