Factors Affecting Quality of Higher Education Services

Service Marketing Industry

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Executive Summary
In the higher education, competition has gone to very much higher levels. It is crucial for the
company to analyse the factors that might influence quality and delivery of the education.
The report suggests that the quality and qualification of faculties, the infrastructure and the
facilities of the institution, the quantity and quality of the education, syllabus and the
environment of the institution are few of the factors that need to be analysed as it has impact
on the quality and delivery of institution. Promotional mix must utilise the digital
infrastructure for gaining success as most of the students are available on these platforms
only. This report will also highlight the criteria that can be used for measuring the success of
the promotional campaign. Improvement in numbers of people from diverse culture, rating by
governments and different institutions, return on investments, increase in the numbers of
student and investors retention and positive feedbacks can be an effective criteria for
measuring the performance of the promotional plan. The budget and the timeline for this
promotional plan have also been given in the last section of the report.

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Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................2
Five factors that affect the quality a delivery of higher education services to the students.......2
Marketing promotion plan..........................................................................................................3
Objectives for marketing communication..............................................................................3
Promotional Mix.....................................................................................................................4
Criteria for measuring the objectives.....................................................................................5
Budget.....................................................................................................................................6
Timeline..................................................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................8

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Introduction
Service industry has changed enormously. This has made the role of service marketing very
essential in the today’s time for gaining competitive advantage over the rivals. There are
several elements of service marketing and the time when competition has become to cut
throat levels. In education sector also competition has become a critical issue for the
development of the institutions. There are several factors that are having effect on delivery
and quality of higher education services. In this situation, it is essential that companies
develop a promotional plan that aims to improve the overall performance of the organisation
(Molesworth, Scullion & Nixon, 2010). The use of promotional mix in an appropriate manner
can be beneficial in this regards. Australian Catholic University is one of the major
universities of Australia. This report reflects the five major factors that are having impact on
the quality and delivery of higher education services to the students. It also suggests about the
marketing communication objectives at the end of 2020. In the latter part of the marketing
plan use of promotional mix and the criteria that needs to employ for measuring the
objectives has been illustrated along with the budget and timeline.
Five factors that affect the quality a delivery of higher education services to the students
In the higher education industry there are several factors that are having impact on the quality
and delivery of the higher education services to the students. It is crucial for the Australian
Catholic University to evaluate these factors and design their marketing plan accordingly.
Five factors in this regards are:
 Quality of faculty: The quality of faculty plays a greater role in the success of the
organisation. In this regards, it is crucial that firm has faculties who have experience
of at least 10 years. At the same time, they must be highly qualified. This enables
them to improve the quality of the education as they will be able to transfer
knowledge in a better manner (Constantinides & Zinck Stagno, 2011). Since teachers
will have experience of how to provide training hence the delivery of the education
also improves.
 Syllabus: The syllabus that is used within the educational institution has a very critical
impact on the way an organisation will be able to deal with the quality and delivery of
the higher education services. This is because good syllabus allows the university to
structure and the way the learning will be provided. It allows them to enhance the
effectiveness of the whole learning process (Gibbs & Knapp, 2012).