EDM7203 Educational Marketing

The Course aims to help participants develop and systematically apply marketing and entrepreneurial way of thinking and management of education institutions. Areas to cover include: The concept of school marketing, a market-oriented school, internal marketing, external marketing, and relationship marketing as well as consumer behavior in education. The entrepreneurship section  includes; Entrepreneurship-oriented school, entrepreneurial process; investment in education; and entrepreneurship development in
education; and role, challenges and efficient management of entrepreneurial education institutions.

Course Objectives
The objectives of the course are to enable the students to:

•  Acquire deep theoretical and conceptual understanding of marketing in general and school marketing in particular.
•  Acquire deep theoretical and conceptual understanding of entrepreneurship in general and educational entrepreneurship in particular.
•  Translate the acquired school marketing and educational entrepreneurship principles into practice.
•  Demonstrate the operationalisation of school marketing and edupreneurship via case studies, development of business plans / proposals and resources acquisition.
• Enhance efficiency in the establishment and marketing of Educational Organizations.

Expected Learning Outcomes

At the end of the course, participants should be able to:

•  Appreciate the school marketing and edupreneurship process in starting, operating and marketing a school as an entrepreneurial venture.
•  Demonstrate the ability to develop and present a school Business Plan, Marketing Plan and Funding Proposals of their own choice for their future projects.
•  Start their own educational ventures and marketing them successfully so as to become job creators, rather than job-seekers.