In the present times where education has become much broader as it can be carried out from home, in conditions of maximum comfort if you want, the range of options in this field has grown vertiginously, the possibilities of learning from the most qualified by investing a minimum of money is increasing. Modern man is required to master several disciplines, and this is achieved with the help of virtual classrooms and distance learning among other modalities. This fact has led to a relatively high level of competition among those who offer these services.
That is why many educational institutions or organizations have resorted to educational marketing, which will develop the potential of the different options that exist in this area. In educational support, human interaction is important. The group of people that will be addressed by marketing, when treated individually, show dissimilar difficulties, desires, and needs; as well as each one has behaviors that differentiate them.
Educational Marketing as a first option covers all the activities carried out by private or public educational institutions in order to get the attention of their target public and transform them into new students. The goal is to offer their educational project the novelty they have and the innovation they are developing, if they want to become competitive in a very crowded market.This type of marketing arises due to the competition between educational centers, the different economic crises that have made private educational institutions to get a little closer to their public, so that they can better observe the offer and on the other hand the reduction of students by lowering the birth rate worldwide.
There is also educational marketing processed in another way, which is that which with its messages exerts a positive influence on its public, as when a certain attitude is modified by an advertising action, it can also be an effective way to generate behaviors related to trade that consider social inclusion and care for the environment. And finally, when it signals the consumption of truly beneficial products and raises awareness about the importance of their consumption, this is also a type of educational marketing seen from another perspective.
As in any marketing plan, certain guidelines must be followed, such as: establishing the target audience, being clear about the educational product offered, its outstanding qualities and the added value of having it, the marketing strategies, among others. This plan basically responds to the guidelines of any other marketing plan, with the difference that in this one the product is a service made by human beings for human beings and must be brought with maximum respect and subtlety.
Modern and current educational marketing requires creative and forceful contents, it cannot remain in the simplicity of offering the product without focusing on the real value, which is its quality. It must also offer closeness in the message to potential buyers, approaching emotional needs, since education as a gradual process nowadays also involves emotional intelligence in the actions when choosing a personal educational project. The service-goods relationship must be oriented to produce general benefits both in the neatness of the marketing carried out and in the institution or organization that offers it and which will be a reference to commercialize in diverse genres and to all public the mentioned product.
