Marketing Essential

This document provides an introduction to marketing and its functions, with a focus on Grantham College. It discusses the key roles and responsibilities of marketing, the inter-relationship of marketing with other business functional areas, and the shift from 4P's to 7P's in marketing mix. It also includes a detailed marketing plan for two different universities.

MARKETING ESSENTIAL

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction to college and different business department in college.........................................3
Key roles and responsibilities of marketing function..................................................................4
Inter-relationship of marketing department with other business functional areas.......................5
Critical analysis of marketing inter-relationship with other functional units..............................6
TASK 2............................................................................................................................................7
Shift from 4P’s to 7P’s and the significance of extended marketing mix ................................10
Overview of marketing planning process..................................................................................10
TASK 3..........................................................................................................................................11
Detailed marketing plan with all stages.....................................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing can be defined as that activity which can be used by organization to promote their
goods and services. To promote the product, the companies are engaged in making use of various
marketing channels such as social media marketing, celebrity endorsement, advertising through
Television, print media and many more other channels. Marketing can support various
organizations in increasing sales of products and services. This aspect of promotion can help
them in increasing the profitability of their organization. It can also help them in growing.
Marketing also perform various functions like research, they are involved in researching about
the needs and demands of individuals. Marketing can also support in making consumers aware
about products and services that are being supplied by organization.
Marketing can also analyze pricing strategy that is being used by competitors. This can also
help them in gaining competitive advantage. Marketing function can assist in promoting the
goods and services. This can enhance the sale of goods and services. Present report will lay
emphasis on Grantham college. It has been situated in London. Also it has been analyzed that
from past few years the number of students are being declining. Report will lay emphasis on the
role and responsibility of marketing function. It will also lay emphasis on inter-relationship with
different functional units. Assignment will also lay focus on the comparison on the basis of
marketing mix on two different college and universities. Report will also show the marketing
plan of two different universities which are running their business.
TASK 1
Introduction to college and different business department in college
Grantham College is located in London, United Kingdom. It is a small college which is
being situated in London. The university is being involve in providing various courses related to
business administration. University is being involved in providing both undergraduate and post
graduate courses. College offers various courses related to art, design and media. They also
provide other courses like engineering, courses related to sports, agriculture and many more so
that they can enhance career of students.
There are various departments in Grantham college that are been involved in working
together for common objective of increasing popularity of college and university. Departments
like finance, human resource, academic work together so that they can engaged in providing
quality services to their students. This department will help Grantham college in reaching out

large number of students. These departments also work towards flourishing career of students, so
that they can reach out large number of students and also popularity of college will be increased.
Key roles and responsibilities of marketing function
There are various roles and responsibility that will be performed by marketing so that
services provided by Grantham College become popular in students. Functions of marketing will
also help college in overcoming situation of decline in students which they are facing. Functions
include the following:
Research- Grantham college in order to overcome the issue of decline in students, must
engage in doing market research about the trends which are followed by other colleges so that
student become aware about the services that is being provided by Grantham college. This can
also assist them in increasing the brand value of college and more students will be involved in
taking services from college (Baker and Saren, 2016).
This is the basic function of marketing which helps the organization to establish their
position in market. The main role of marketing in this function is to conduct the extensive
research about the different market trends, strength and weakness of the competitors, needs and
wants of the consumers. On contrary to this, the major responsibility of marketing in this
function is to know the various constrains of market that can help the institute or college to
respond to different changes. Thus, marketing research is the most important function of
marketing which helps the Grantham college to know the various forces.
Finance: Marketing department also have connection with Finance. In this marketing can
help Grantham college in increasing the sale of their services. So this will increase the
profitability aspects of college and they will make budgets on basis of it.
Pricing
This is the another function of marketing which plays a vital role in making the college
aware of the preferences of consumers based on which they set prices of various products and
services. The main role of marketing in this function is to gather the information of marketing
research and then analyze what price to set for which product. Thus, marketing plays the role of
price fixer. On the other hand, the primary responsibility of marketing in pricing function is to
distribute the various resources as per the requirement of product. Besides this, it is also
responsible for assessing the prices which the competitors are setting for their products and
services. Based on this, college set the prices of their products. For example, once Grantham

college has conducted market research and came to know the admission prices set by other
colleges, it will design.
Financing their operations
One of the most important marketing function is to finance the college, Grantham college
will require large amount of funds to operate the college. They need to arrange these funds by
obtaining loans from banks and other financial institution. The colleges generally obtain their
finance through trustees. They need these funds to pay the salaries of the professors and other
staff of the colleges, funds for different activities (West, Ford and Ibrahim, 2015).
Understanding the economy
Grantham college need to understand what can impact there working and can change in
their way of working. They also need to understand what their competition are providing and
then devise some strategies to compete with them. This role of marketing will help in
understanding what the college need to do in order to attract more students like they can tie up
with companies so which can come up for the college placement.
Role of marketing within B2B and B2C
Marketing in B2B can help Grantham college in creating consumer awareness. It also helps
in representing the voice of customers that are basically students. Like for example by marketing
college can involve in knowing about the needs of students. Like there might occur chances that
students prefer more technological study rather than traditional study, so this change can be
analysed by college through B2B marketing. By applying these modifications Grantham college
can involve in reducing number of students which are leaving the college.
Marketing in B2C basically means that Grantham college is involved in making use of
various tactics and strategies that can help them in enhancing sale of their services. In they can
make use of new channels like Social media website so that can reach out large number of
students. In this they can make students aware about large number of courses which is being
provided to them and that can help them in reaching out their career objectives.
Inter-relationship of marketing department with other business functional areas
Marketing department is one of the most important department in college and universities.
This department is also linked with other functional units where the department is involved in
performing various roles and responsibilities. This includes following:

Marketing inter-relationship with human resource: Marketing and human resource
function co-relates with each other for motivating and enhancing consumer behaviour. Grantham
college can engage in doing advanced marketing, in which they can make people aware about
vacant positions of teachers and professors in their university. Human resource department then
can involve in hiring skilled and efficient teachers, who can provide best education, learning and
coaching to students who are studying and wants to study in Grantham college. This can also
support university in overcoming the issue of decline in number of students which they are
facing.
Marketing inter-relationship with Research and development: In this marketing department
of Grantham University must be involved in doing deep research about the trends which are
going in and on in market. This will help University in attracting more students towards college.
In this by doing research university has greater chance to attain success and enhance their
productivity and operational aspects. By doing research, Grantham college can involve in
bringing out new ideas and innovative services that can help in making education quality of
students better. After this college can engage in doing marketing of new services brought up by
them (Homburg, Jozić and Kuehnl, 2017).
Advantages and dis-advantages of marketing
 Marketing can help college in making students aware about the services which will be
given by Grantham college to students. If college is choosing specific marketing channels like they are making use of advertising
through Television, then college can reach out large number of students.
Dis-advantages
 Involving in deep marketing can increase the cost, they need to invest more in
marketing department.
 Competition in the marketing space may be another disadvantage. College want their
advert to stand out, but unless they can afford to pay for a full page spread they will
be competing with the other businesses scrambling for attention.
Critical analysis of marketing inter-relationship with other functional units
Marketing when inter-related with human resource can bring out most effective and efficient
talent that can help Grantham college in enhancing the quality of education which they are going
to provide to their students. This will also support them in overcoming issue of student decline

which they are facing. But it has also been analysed that if marketing and human resource do not
work together then there might be chances that no individual will be aware about the vacant
positions in University, so this can hamper goodwill of college.
TASK 2
There is a high need of understanding the market mix of the college because there is a
decline in the number of students and that can be understood if the college understands the
market mix of the college. There are 7 P's which are included in this market mix which are
promotion, people, price, people, product, place and physical evidence (Noe, and et.al, 2017).
The further report will discuss these factors in detail. The development of voracious marketing
approach helps in making the proper level of communications with hacktivism proper
development of good communications services to have the proper level of development of
potential customer in market development to sudden extent. The marketing mix of the products
are considered as the elements having the various of the tactic and strategy as compared to
product in service market. There is need for further level of development in making the business
decision more level of perfective in further development of business in more effective level.
Products
Grantham college is not being able to provide the students of the college with the best of
teachers and the technique of teaching and that will not be able to make the college get students.
Teachers of the college will have to learn different ways of engaging the students in the college
and their willingness to learn more (Moorman and Day, 2016). The college will also have to
make students have a better lifestyle and make them ready for the competitive world after
college. The college has a name of its own but problem is that they are not willing to make the
name better and are not working on the products they are serving to the students. There should be
classes which should be more activities added in the college because will give the students more
information about the world outside the college because the students will be getting out in the
world which will make the students very unfamiliar with the working of the world.
Price
Grantham college is not giving a lot of services to the students who are paying so much
to be a part of the college and the students are looking forward for more facilities so that they can
grow more as individuals. The college will have to either reduce the prices or add more facilities
like basketball, football, etc. so that they can increase their prices. The college will have to have

strategies and tactics for making the students who are already there in the college to pay a little
extra so that the college will be able to make a fund for itself and make additions in the college
so that the college will be able to get in more number of students (Huotari and Hamari, 2017. ).
Students of Grantham college will not be willing to pay extra because they are already paying
more than they are being served by the college but the college will have to find ways to get the
funds in the college so that they can make the most out of the college.
Place
The location of Grantham college is very good therefore they are expecting more students
to join the college so that the college can make a good profit. The location of the place is in the
middle of a city and that is a very good advantage for the college so that they can get in a lot of
people. Facilities and teachers are the major drawbacks for the college because the college is not
being able to train the staff and make more funds for adding facilities. The company has the
goals in terms of the having the aims to reduces the price of their particulate services which helps
in manufacture the efficiency in order to have the increase in value of serviettes. The college
have use of various different development strategy which helps in particularistic level off
development of company at significant level. This help in making the decision about service are
to the customer or students to right time at the right place which make the customer more level of
satisfaction in resolute to maximum advantage to the development of business in longer term.
Promotion
Promotion refers to the communications of different ways which helps in the advertising
the level of products as they are intangible in nature as it is more difficult for business to have
more promotion of products as comparative to products (.Martín-Gutiérrez, Añorbe-Díaz and
González-Marrero, 2017.) This is more gave the nothing physical which can be assessed to the
have the development of potential customers. The college can be used of celebrity endorsements
which is to create the thrust in products along the with having guarantees in order to have
movement of risk along with using of testimonials. The companies are actually have been having
the highlighting of the services quality. There is furtherer leads to have service (brand)
recognition and further establishes a proxy to evaluate quality of services based by potential
customers.
People

People are being considered as the important and defining factor in the delivery process
as the service has been defined as the more different and separable in providence major of to it.
The participants have the elements of major focusing on the service reality which is considered
as the extension of people in providing the services (Fine, 2017). There is major consideration of
major elements in level of education services which is having level of consistency along with
delivery consistence. The college should take the major precaution as being the top-level service
provider as the customer have major expectancy to see level of contestants personalized which is
high quality to have experience in all over tie of development. It also helps the company or the
investiture in taking the major marketing decision which helps in solving the major
complementation in process id the level of creationist and distribution which in goods and the
services. This help in making the decision about service are to the customer or students to right
time at the right place which make the customer more level of satisfaction in resolute to
maximum advantage to the development of business in longer term.
Physical evidence
Physical evidence in the service industry has be considered as intangible but at many
more time they are providence tangible products. The physicals evidences have the inclusions of
physical environment where tangible element being proceeding pre-order to have proper
facilitation of performance along with educationist services. So the student is considered as
important parts in development of personalized, honest and the better service experience in more
effective level (Ruben, 2018). The significance environment has been considered as the place
where services are actuality delivered. The physical evidence has inclusion of the website of
college, annual accounts, business cards along with logos and broacher which is co9nisdered as
the tangible element of college. The physical evidence has the more level of involvement in the
offering to the services which are considered as more in intangible in nature.
Process
It refers to the significant level of procedure along with mechanisms which flow with
activities in order to have development with business interactions. This helps the colleges to have
the tight level of control over administration of college to have endurance of the consistency
experience of customers which is defined as the standard operating procedure documents
(SOPs). Mapping of process have the insurance of college being dependable by the various level
of target segment for business development in order to achieve better business environment and

loyal student to accomplish the objectives. Information related to the exchange and progression
of services which helps in ridding the living standard of target and potential customer. This make
the process to have easier to major complexity in business men by having proper infantilizing the
information along with having relieved of link in between different manufacture and customer
(Rowley, 2016). The customers have the major evaluations of customer which are based in two
key factors such as friendliness along with efficiency. As in some education services the
friendliness as the personalization of students help in out weighing the efficiency of the
organization. So the student is considered as important parts in development of personalized,
honest and the better service experience in more effective level.
The extended level of marketing mix is considered as the major elements with the aim to work
together in order to have proper achievement in the marketing developmental strategy. There is
extended marketing P's have the major implication have the development and increase level of
understand ability in order to work even closer together to make it more effective. The extended
one in physical. Process and People to usual 4P’s connects the marketing function much closer to
both human resource management and operations.
PEST ANALYSIS
United Kingdom has been considered as the important and prestigious in attaining the
higher level of education in order to match up the standards to the best level comparative
providing low tuition cost. It has been no surprise that UK has been the most popular destination
for territory education.
Political factor- The level of disagreement that is usually had the presence in the country
turn out to be the major threat in education id the number of foreign students in the country.
There is the major impact of Brexit as many of the UK foreign student belongs to European
union countries.
Economic factor - Due to the weak level of market job opportunities as comparative
Australia and united states of America, the student used to end goal of higher education and land
in well-paid jobs after completing their graduate degree.
Sociocultural factor- This has impact as the student have the willingness to have the
pursuance of higher education in order to succeed in modern world. On the other hand the
student are not had the level of acceptance as they are considered as inefficient to repay the loan
which can be turned out one of the important reason in Grantham college failure.

Technological factor - The student has the availability of the online alternatives as the
quality is online educations is having vast level of improvement. This has the major possibility
that students start to pursing the online learning which will have dramatic effect of traditional
level of educations system.
Shift from 4P’s to 7P’s and the significance of extended marketing mix
The 4P’s of marketing only focuses on product, price, promotion and place but the 7P’s is
extended version of it. It lays keen emphasis on the physical evidence, process and people. This
can be of most importance for organization who are going to establish or extend their market. As
they can lay keen focus on other important element which is really necessary for success of
organization. Like for example Grantham college is going to uncertain situation where they are
facing decline in students so to overcome this they can lay keen emphasis on people aspect of
marketing mix. In this University can involve in providing training and learning to employees so
that they can engage in giving best quality education to their students. This can support
Grantham college in making students stay and prefer their college over other college.
Overview of marketing planning process
Marketing planning process can be defined as systematic approach that can be used by
organizations in order to achieve their goals. This include following:
Analysis: In this Grantham college will be engaged in analysing the external and internal
factors that can affect running of business. After identifying these factors University can involve
in taking significant actions so that they can adjust in changing environment.
Planning- In this step Grantham college must involve in analysing future aspects and
forecasting the challenges they can face in future. Planning will also help college in analysing
about the amount of resources they will need to implement change. In this University must also
involve in doing the planning about recruitment, selection and training.
Implementation- In this step Grantham college will involve in proper implementation of
plan. They will make sure that right people is been recruited at right place. They must also make
sure that they are adequate resources that can meet out the needs of employees.
Control- In this Grantham college can make use of various techniques like KPI. This tool
will help college in comparing the performance of University from past. So by this college can
measure what more gaps they need to fill out.

TASK 3
European School of Economics and Grantham college of London both are the private
colleges. To get profit and good returns it would be very necessary for the institution to focus on
the promotional activities. Marketing mix is one of the most significant tool that offering and
crafting attractive packages to gain target customers, supplying consumers and capturing that
value from consumers (Burns, 2016). European School of Economics majorly focus on the
marketing strategy into some following areas like creativity and risk, cross national and cross
cultural marketing, decision making, innovation and new technology etc. All such different
program packages are just for only customers. Both the institution are differently implement and
analyse the marketing strategies. Every organization wants to increase sales and drive customer
value and more opportunities to gain the business outcomes.
Comparing both institution on the basis of different marketing strategies and marketing mix.
Marketing Mix European School of
Economics
Grantham college
Product European School of
Economics offering distinct
student plans to cater different
study programmes to attract
customer attraction (Hassan
and Jung, 2018). Product as a
plan provided by college is
Undergraduate or Postgraduate
course. Along with different
services. It has different
department or institution like
Marketing, Finance,
Management or Media
communication courses.
On the same side,
Comparatively European
School of Economics.
Grantham institute rely on big
scale. Accordingly, their
products/study programmes
are different. Products which
this institute offering to
customers are computer
software application courses,
Medical Terminology, it has
many streams in which they
also provide approx. 10-15
programmes. For students,
there are many courses they
can acquire according to

his/her choice.
Price As European School of
Economics is Private
institution accordingly they
offer different range of prices
on their programmes as
compare to private colleges.
Approximately Home fees for
UK based student are set at 1
lakh per annum for the new
fresh students. For medical
students the depositing fees
would be 60,000. for under
graduates students the fees
would be 2 lakh.
Comparatively with European
School of Economics
(Johnson, Leenders and
McCue, 2017). This institution
charge very high price of
courses like 1st year tuition
fees would be costing 4.9 lacks
which is lesser than European
School of Economics.
Promotion Promotional activities are the
essential marketing mix which
is been implemented by every
organization or institution to
promote the brand recognition.
European School of
Economics promote their
courses through social media,
advertisement etc.
Grantham college is a private
firm which based on large
scale to attract customer or
sales revenue they keep
offering new online courses
and offers on them to attract
the customers.
Process Process refers to the steps of
delivering the product or study
programmes to the student.
Besides, that it better delivers
the services to the best
program opportunities.
Grantham college is based on
large scale who provides
different kinds of services and
new opportunities for the
students. They offering online
courses, tutorial chapters

European School of
Economics provide classroom
facility, guest lecture, teaching
tutorial etc.
online, also provides internship
etc.
Place In today's modern era,
teaching system is get more
advanced (Papadas, Avlonitis
and Carrigan, 2017). Now
student don't need to attend
classes. European School of
Economics provides virtual
classes to students.
Grantham college also
provides virtual classes to
students to gain business
opportunities to deal with new
systematic learning system.
People European School of
Economics having around
5000 excellent faculties are
well efficient and skilled to
make learners more productive
and brilliant for their future.
Grantham college having more
than 8000 staff locally or
virtually. Who always present
for the student queries. This
education system work beyond
thinking to make student
happy and satisfied.
Physical Evidence To attract buyers or students
this institution offers several
other activities like, club,
societies, ships, eateries and
fitness centre etc. to promote
the brand in the market.
Grantham college provides
different student support
system programs such as
Teaching and learning
program, Veteran support
team, Glife etc.
Educational institution are highly innovative these days. Innovation is also very important
for education to create new thought and some more invention taken by young generation. It has
been seen that, young generation are highly creative and innovative in terms of invent something

which has been came from education system who helps students to learn theoretical and practical
knowledge. Also, they easily manage and form a effective system to learn more different things
from teacher (Rowley, 2017). On the same side, it has been become new system for educational
institution to earn more money and profit revenue by offering new certification courses and some
new educational programs. Now these days, many new educational start-ups are based on online
marketing where a student can easily get educated from online courses and videos. Private
educational programmes are highly brand conscious who know how to create profit and sales
volume in education sector. Education sector is the rapidly growing sector these days who come
up with new ideas and thoughts to implement new market strategies and tactics to earn or expand
business activity. Organization would exactly know what students are look up to. Students
expect online entry forms, authentic presence on social media and candidate recruitment
becoming new round activity. All such strategies and tactics of the organization would be
successful for them (Stiglitz and Rosengard, 2015). Also, before making a new plan or strategy,
organization should consider and understand the current trend to attract more students. For
example, Education program can also offer new certification courses for the existing employees
that helps them to rebuild their skills and knowledge by developing the new opportunity and
task. It also very helpful to gain business results and gain the new opportunity task. In today's,
market brand recognition and reputation is the biggest element for the company to gain market
attention. All such strategies are the successful business strategies that company can adopt to be
more popular.
Conclusion
It has been concluded above that marketing mix is the marketing tool that helps to
promote the new product or services in the market. Above discussion has been based on the
marketing strategies where it described that by which manner each and individual companies
implement their strategies with different thought process. Basically, how educational institute
run their organizations by implementing the new strategies to attract students.
Detailed marketing plan with all stages
Importance and Value of marketing plan: Marketing plan is one of the most important
aspect that needs to be build up by Grantham College. In this services can be built by University
so that they can lay keen focus on their target market. This plans can help University in knowing

about their internal and external capabilities which can be used by them so that Brand value of
college can be increased. Marketing plan can also help them in gaining competitive advantage.
Link between marketing plan, marketing objectives and marketing strategies
Marketing plan, objectives and strategies are inter-connected with each other. The planning
is done so that can address the entire business, or a portion of the business such as marketing.
Objectives are derived from goals; it has been analyzed that Goals can be total outcome that
business wants to achieve (McDonald and Wilson, 2016). Objectives are more specific measures
that organization wants to lay focus on. After analyzing and identifying objectives and goals,
strategies are being made. Strategic planning identifies internal and external effects and
opportunities to consider in the creation of strategies and tactics.
Marketing plan with all stages
Executive Summary: The marketing plan is all about the new service that is audio and
visual teaching which will be brought up Grantham college so that they can overcome problem
of student’s decline that is being currently faced by University.
Mission: Grantham College has the mission to make students work together as a team
and also they have set a mission to increase their profit in coming years.
Vision: Grantham college has also set out their vision to improve quality of service and
bring up new and innovative services so that they can establish their market share and increase
their goodwill.
Objectives: To increase the quality of educational service by 20% in upcoming six months.
 To increase the use of technology by 15% till the end of year 2020.
 To enhance market, share by 10% in the upcoming year which is 2020.
 To enhance consumer experience by 20% in upcoming two years.
Situational analysis: This can be done with help of SWOT. These will help Grantham college in
identifying their external and internal capabilities.
Strength
 The strength of Grantham college is
that they have history of various
successful day events.
 College is being engaged in providing
lunch services to all students studying
Weakness
 Grantham college do not have highly-
skilled teachers, which their weakness.
 Also the school staff is not been
engaged in planning new activities so
that students can be attracted more.

over here
 They have has a strong ethos of
openness, sharing and commitment to
increasing parental confidence.
In most parents teachers meet, it has been
analysed that most of the professors are not
being available at time.
Opportunities
 By providing quality educational
services, Grantham college can extend
their market share.
 By this they also have an opportunity to
increase their profitability aspects.
 Use parents to contribute to curriculum
delivery
Threats
 Other Universities and colleges are
engaged in offering best advanced
services to their students, so this can be
a biggest threat to Grantham college
Marketing mix:
Product: Grantham college will be involved in providing Hi-tech audio and visual class
so that they can retain students
Price: They will make use of competitive pricing. In this college fees will set up by
analysing the fees of other college. The fees can be high from other college or it can be even low.
Promotion- In this Grantham college will lay focus on various methods of promotion
like social media marketing so that they can reach out large range of consumers. This can help
them in growing.
Place: Grantham college will lay focus on students who are living in London in order to
establish their market in London.
Financial planning
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial money 3000 7000 12000 13500 20000
Investment 11000 11500 23500 31000 15000
Total 14000 18 500 35500 44500 35000
Marketing Outlay
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year

Advertisement 2500 2000 3750 1500 1500
Promotion 5000 1700 4500 3000 2000
Direct selling 3000 2500 4000 2000 5000
Total 10500 6200 12250 6500 8500
STP:
Segmentation: In this Grantham College must be engaged in segmenting consumers on
basis of demography. They will be engaged in targeting students who are teenagers. In this
Grantham college will be involved in making them aware about the various services which is
being provided by them. Also college will be involved in focusing only in London, so that they
can establish their market in that area.
Targeting: Grantham college will target both male and female students. They will be
involved in targeting students between the age of 18-23. Also various promotional methods will
be used by college to reach them out.
Positioning: In this Grantham college will make use of cost positioning strategy. In this
they will provide services of high quality at low cost so that they can retain students.
Monitoring and Controlling: In this Grantham college will make use various tools and
techniques like KPI and benchmarking. In this they can involve in ensuring performance of
employees from past. This will help them in analysing the gap which is occurring in
performance. So this will help Grantham college in retaining students and solving the problem of
student’s decline. It can also help university in increasing their efficiency.
Budget
Basis Expenses
Rent £500
Other variable expenses £500
Total £1000

CONCLUSION
From the above study it has been analysed that Grantham college has been going through
problem of student decline, so to overcome this University has been engaged in doing and
making use of advanced marketing. They have also made use of various marketing mix tactics
like promotion in order to attract and retain students. Also college has been engaged in
enhancing quality of services related to education so that they can create student’s loyalty
towards their college. Grantham College has also been engaged in doing deep market research
about trends that is being going in and on, so that they can be able to get competitive advantage.
It has also been analysed in report they are doing both type of marketing that is B2B and B2C. In
this they are making consumers aware about products and services that is being supplied by
them. Grantham College has also been involved in giving training and learning to their teachers
so that their skills and efficiency increases. This can help University in increasing their
productivity and reducing problem of students leaving college.

REFERENCES
Books and Journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research.69(2). pp.897-904.
Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Hassan, A. and Jung, T., 2018. Augmented reality as an emerging application in tourism
marketing education. In Virtual and Augmented Reality: Concepts, Methodologies, Tools,
and Applications (pp. 1702-1720). IGI Global.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science.45(3).pp.377-401.
Huotari, K. and Hamari, J., 2017. A definition for gamification: anchoring gamification in the
service marketing literature. Electronic Markets.27(1). pp.21-31.
Johnson, P. F., Leenders, M.R. and McCue, C., 2017. A comparison of purchasing’s
organizational roles and responsibilities in the public and private sector. Journal of
Public Procurement. 3(1). pp.57-74.
Martín-Gutiérrez, J., Mora, C.E., Añorbe-Díaz, B. and González-Marrero, A., 2017. Virtual
technologies trends in education. EURASIA Journal of Mathematics Science and
Technology Education, 13(2) .pp.469-486.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
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Marketing.80(6).pp.6-35.
Moorman, C. and et.al., 2019. Challenging the boundaries of marketing.
Noe, R.A., and et.al, 2017. Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.

Papadas, K. K., Avlonitis, G. J. and Carrigan, M., 2017. Green marketing orientation:
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Rowley, J., 2016. Information marketing. Routledge.
Rowley, J.E., 2017. Information marketing. Routledge.
Ruben, B.D., 2018. Quality in higher education. Routledge.
Stiglitz, J.E. and Rosengard, J.K., 2015. Economics of the public sector: Fourth international
student edition. WW Norton & Company.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.

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