Effects of Marketing Mix Components on School Image at Tenghilan Adventist Elementary School, Sabah
Keywords:
MArketing Mix, school image, Seventh-day Adventist Elementary SchoolAbstract
This project analyzed the effects of marketing mix components on the school image of Tenghilan
Adventist Elementary School (TAES). The research problem in this study focused on how the current marketing mix strategies (7 Ps: product, place, price, promotion, people, physical evidence, and parent teacher communication (PTC)) influenced the school image of TAES. Data were obtained from 209 respondents (TAES teachers, students, church members, and the community) who answered a questionnaire; this was analyzed using descriptive statistics, t-test, and One-Way ANOVA. A Scheffe post
hoc test was also conducted to determine specific differences. Pearson’s correlation and regression
analysis were calculated for the relationship between the 7P marketing mix and the school image. The
results revealed that two hypotheses were partially supported. For the first hypothesis, a significant
difference in the school image of Tenghilan Adventist Elementary School was perceived by stakeholders
with different roles and religions. For the second hypothesis, three marketing mix components (place,
people, and parent-teacher communication) were positively related to the school image of TAES.
However, the other four Marketing mix (product, price, promotion, and physical evidence) were not
positively related to the school’s image.
References
Ali, F., Omar, R., & Amin, M. (2013). An examination of the relationships between physical environment, perceived value, image and behavioral Intentions: A SEM approach towards Malaysian resort hotels. Journal of Hotel and Tourism Management, 27(2), 9–26.
Alipour, M., Aghamohammadi, A., Ahmadi, R. & Hoseini, S. (2012). A new educational marketing mix: The 6ps for private school marketing in Iran. Research Journal of Applied Sciences, Engineering and Technology, 4(21), 4314–4319.
Bagley, C., Woods, P., & Glatter, R. (1996). Barriers to school responsiveness in the education quasi market. School Organization, 16(1), 45–58.
Booms, B.H., & and Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W.R. George (Eds.), Marketing of services (pp. 47–51). American Marketing Association.
Chung-Kai, L., & Chia-Hung, H. (2008). Marketing tactics and parents 'loyalty: The mediating role of school image. Journal of Educational Administration, 47(4), 477–489..
Eger, L., Egerova, D., Pisonova, M. (2018). Assessment of school image. Center for Educational Policy Studies Journal, 8(2), 97–122.
Evans, I. G. (1995). Marketing for schools. Cassell Education.
Grady, N. B., Fisher, D. L., & Fraser, B. J. (1996). Images of school through metaphor development and validation of a questionnaire. Journal of Educational Administration, 34(2), 41–53.
Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4–20.
Hiransomboon, K. (2012). Marketing mix affecting accommodation service buying decisions of backpacker tourist traveling at Inner Rattanakosin Island in Bangkok, Thailand. Procedia Economics and Finance, 276–283.
Ho, H. F. (2014). Revamping the marketing mix for elementary schools in Taiwan. Asian Social Science, 10 (3), 15–25.
Hung, C. L. (2012). Internal marketing, teacher job satisfaction and effectiveness of Central Taiwan Primary School. Social Behavior and Personality Journal, 40(9), 1435–1450.
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22, 288–299.
Ivy, J., & Al-Fattal, E. (2010). Marketing private EFL programs in Damascus. TESOL Journal (2), 130–143.
Khan, M. T. (2014). The concept of 'marketing mix' and its elements (A conceptual review paper). International Journal of Information, Business and Management, 6(2), 95–107.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Prentice Hall.
Lindgreen, A., Hingley, M., Grant, D., & Morgan, R. (2012). Value in business and industrial marketing: Past, present, and future. Industrial Marketing Management 41, 207–214.
Liu, H., Chen, Y., & Cheng, H. (2016). Impacts of school innovation management on school selecting intentions: Service quality and school image as mediators. Journal of Research in Education Sciences, 61(4), 59–88.
Liu, H., & Cheng, H. (2018). Relationships among school service qualities, innovation management and student retention via school image: The case of public junior high schools in Taoyuan City, Taiwan. Journal of Social and Administrative Sciences, 5(2), 81–97.
Losike-Sedimo, N. C. (2011). Factors influencing parents’ choice of school for their children in Botswana: Marketing strategy for customer loyalty. Far East Journal of Psychology and Business, 3(1), 32–40.
Mahajan, P. & Golahit, S. (2017). Incorporating 11 P's of service marketing mix and its impact on the development of technical education. Journal of Entrepreneurship Education, 20(2), 1–15.
Mihai, A. L. (2013). Sport marketing mix strategies. Cross-Cultural Management Journal, 2(28), 76–81.
McCarthy, E.J. and Perreault, W. D. (1987). Basic marketing (9th ed.). Richard D. Irwin.
Ogunnaike, O. O., Borishade, T. T., Adeniyi, S., & Omolade, O.O. (2014). Empirical analysis of marketing mix strategy and student loyalty in education marketing. Mediterranean Journal of Social Sciences, 5(23), 616–625.
Oplatka, I. (2007). The principal’s role in marketing the school: Subjective interpretations and personal influences. Planning and Changing, 38(3&4), 208221.
Silk, A. J. (2006). What is marketing? Harvard Business School Press.
Singh, M. (2012). Marketing mix of 4P’S for competitive advantage. Journal of Business and Management (IOSRJBM), 40–45.
Shivani, Chander, Y., & Kumar, K. (2014). Integrated marketing strategies by public schools in India. Journal of Educational Chronicle, 5(1), 80–83.
Tu, Y. T., Wang, C.M., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32.
Washburn, J. H., & Petroshius, S. M. (2004). A collaborative effort at marketing the university: Detailing a student-centered approach. Journal of Education for Business, 80(1), 35–40.
Wijaya, D. (2012). Pemasaran jasa pendidikan [Marketing of educational services]. Salemba Empat.
Yamane, T. (1967). Elementary sampling theory. Prentice-Hall, Inc.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jasmine Bin Johnny, Damrong Sattayawaksakul
This work is licensed under a Creative Commons Attribution 4.0 International License.
