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THE
EVALUATION OF THE DEVELOPMENT AND MARKETING OF SERVICE PRODUCT IN EDUCATIONAL
SECTOR
ABSTRACT
The
evaluation and development and marketing of service products in educational
sector is a very interesting topic to research on because it will help both the
service industries and government at large to enact policies that will help in
boosting the educational level of our community. In trying to make this study a
success, the researcher used Imo State University as a case study to validate
the findings of this study. The researcher chose this institution because it
represents the service industries in Nigeria. The researcher used oral
interviews and questionnaires to collect information relative to this study.
The researcher made use of primary and secondary data sources; the primary data
sources is made up of interviews and questionnaires while the secondary data
sources is made up of textbooks, marketing journals, magazine relative to the
topic under review and also information gotten from a combined chamber of
commerce and industry. In analyzing the data gotten, the researcher used simple
table and percentages and in interpreting the hypothesis, Chi-square (X2) was
used to validate the hypothesis. The objective of carrying out this study is to
let managers know the essence of marketing service products and how best they
should package their services products as to must up with the aims
CHAPTER ONE
1.0 INTRODUCTION/BACKGROUND OF THE STUDY
1 Marketing of service products can be traced back to the 18'1' century
when Jean Baptise Say rejected Adam Smith's notion that immaterial products ate
not wealth because they were not susceptible of conservation. Jean Baptize
argued that activities have utility and
give satisfaction to the consumer, like !the doctors who cures the sick man,
are productive and that agriculture, manufacturing and commerce should be
traced on an equal basis. The acceptance of services as legitimate activities
is reflected in (the current
division of
industry by economists into three main groups; primary, secondary and
tertiary.
This research will focus mainly on the tertiary activities which refers
to
service and
distributive trade.
Foote and
Hate further classified service into three as follow
1 Tertiary;
These include restaurants and holds, barber and beauty shops, laundry and dry
cleaning establishments, home repair and maintenance.
2 Quarter
nary: This includes transportation, commerce, communication, France and
administration; the salient characteristics being that they facilitate and
effectuate (the division of labor
3 Quandary:
This includes health care, education and recreation; the chief aspect of this
sector being that services rendered are designed to change and
improve the recipient in some way. Prior to the evolution of services,
manufacturers of goods relied more or less entirely on the technical qualities
of their products. we had a seller's market, where manufacturers did not have
to offer much in the form of services or other
auxiliaries
to their customers. They did not seek for the differentiate their offerings
from those of their competitors in order to
maintain market share and survive,
in recent
years, massive changes in policy, governance, structure we effect status of
education have been taken place. Environmental changes, such as privatization,
diversification, decentralization, internationalization and increased
competition in education are common. These changes have an effect oh how
educational
institutions
operate nowadays and they are seen as driving forces for the marketing of
services products in educational sector.
Marketing of
service products is an intangible product, impossible to touch see or feel. The
evaluation of the service can be obtained by judging the service content
and the
service delivery system,
fictional
sector is one of the most important sector of economy. Many countries are now
shifting their economy from manufacturing to services. Researchers and
academicians are emphasizing their attention towards Studying services and
importance of service offered to
educational sector an important consideration since the recent years.
Now institutions air trying to
evaluate
the services provided
and comparing these
service products with competitors to determine status of
competitive advantage. To be competitive, organizations evaluate quality of
service offered to all the stakeholders. To see the service quality offered at
the educational sector, service quality model given by Parasunnan et al (1988) is
widely ace
institutions
operate nowadays and they are seen as driving forces for the marketing of
services products in educational sector.
Marketing of
service products is an intangible product, impossible to, see or feel. The
evaluation of the service can be obtained by judging the service content
and the
service delivery system,
fictional sector is one of the most important
sector of economy. Many countries are now shifting their economy from
manufacturing to services. Researchers and academicians are emphasizing their
attention towards educational sector. Studying services and importance of
service offered to educational sector is
an important
consideration since the recent years. Now institutions are trying to
evaluate
the services provided
and comparing these
service products with
competitors
to determine status of competitive advantage. To be competitive,.
4 Organizations evaluate
quality of service offered to all the stakeholders. To see the service quality
offered at the educational sector, service quality model given by Parasunnan et
al (1988) is widely accept
institutions
operate nowadays and they are seen as driving forces for 'he marketing of
services products in educational sector.
Marketing of
service products is an intangible product, impossible *o (quell, sec or feel.
The evaluation of the service can be obtained by judging the service content
and the
service delivery system Llucational sector is one of the most important sector
of economy. Many countries are now shifting their economy from manufacturing to
services. Researchers and academicians are emphasizing their attention towards
educational sector. Studying services and importance of service offered to
educational sector is an important consideration since the recent years. Now
institutions ate trying lo evaluating the services provided and comparing these
privies products with competitors to determine status of competitive advantage.
To be competitive, organizations evaluate quality of service offered lo all the
stakeholders. To see the service quality offered at the educational sector,
service quality model given by Parasurrnan in (1988) is widely accepted,
service quality model is consists of
five dimensions
that is tangibles,
reliability,
responsiveness, assurance
empathy. Service is characterized by changing patterns of consumption as well
as employment and output. Services are those separately identifiable,
essentially intangible activities which
provide want satisfaction and that, arc not necessarily tied to the sale
of a product
'ii other
service. Marketing of service products is any activity or benefit that one
party can offer lo another that is essentially intangible and does not result
to ownership transfer of anything. Marketing of service products to educational
sector fulfills the benefit junco with the help a set of tangible and
intangible companies. where buyer of the
service does not get any ownership. He may have tangible physical
dance to
show for the service exchange transaction but Me fckial benefit :crude to
purely intangible in nature. five
dimensions that is
tangibles, reliability, responsiveness, assurance empathy. Service is characterized by changing patterns of consumption ns
well as employment and output.
Services are those separately identifiable, essentially intangible activities
which provide want satisfaction and that, arc not necessarily tied to the sale
of a product
'ii other
service.
Marketing of
service products is any activity or benefit that one party can offer lo another
that is essentially intangible and does not result to ownership transfer of
Anything.
Marketing of service products to educational sector fulfills the benefit
with the help a set of tangible and intangible
companies . who buyer of the service
does not get any ownership. He may have tangible physical
dance to
show for the service exchange transaction but Me fckial benefit »:crude to
purely intangible in nature. marketing of service products to educational
sectors is characterized by the following:
Intangible:
marketing of service product is intangible in the sense that it is possible to
taste, feel, see, hear or smell services. Inseparability: this implies that
services cannot be separated from the provider.
Heterogeneity: services cannot be standardized even though
standard may be used.
Perish ability:
products rendered in an educational sector cannot be stored, this research work
shows how the marketing of service products influences the quality of the
education in the educational sector using Imo State University as a ;a>e
study. This work also reveals how the marketing mix is applied ip educational
services of
our higher institutions of learning.
1.1
HISTORICAL BACKGROUND OF THE CASE STUDY Imo State University (IMSU) in Owerri,
Imo State of Nigeria was established in 1981 through Law No. 4 passed by the
Imo State House of Assembly. The university admitted the first intake of 392
pioneer students on October 23, 1981. After the creation of Abia State in 1991,
the Ulnru Campus of who university became the Abia State University. Imo State
University is a fully functional university. Most of the programmers of the
university have obtained foil accreditation from National Universities Commission
of Niger. The jcsuH of the 1999/2000 accreditation exercise of National
Universities Commission confirmed that high rate and acceptance of the
university by the Nigerian public. The university was ranked Ist among all
state universities it) Nigeria and the 10th overall among both state and
federal universities. The university scooted 100% in 2006 and 2007
accreditation visit, with all programme visited getting accreditation.
3.1
OBJECTIVE OF THE STUDY purpose of this study is to examine critically the
impact of marketing of •nice products to the quality of education rendered in
our educational sector.
"this
piece of work will give an insight into the most effective way through which
service products can have positive impact on educational sectors. This work
will serve as guideline to management of our institutions or even management of
various service firms in improving the recipients of (heir services with
the efficient receive they render. this
research work will get management and government acquainted with the of
services and how it can be applied to achieve academic excellence in our
- Dilutions
of higher learning using State University as a ca.se study.
1.4
SIGNIFICANCE OF THE STUDY
"11 s
study wilt be of immense benefit to the institution under study (lmo State
.-university). The findings
and recommendations shall
be beneficial to
the
management
of service firms in dealing with the problems relating to marketing of
ice
products. This study shall also be useful to scholars and researchers who
are
interested in carrying out research on the marketing of service product? or-ted
topics.
Finally,
this work will be of great help to the government in making their plans >and
budget estimates concerning educational sectors on yearly basis.
RESEARCH QUESTIONS In other to fulfill the objective of this study some
workable research questions
were
formulated, tested and used as guide for the study. To what extent do service
products enhance the quality of education in our situations of learning?
What is the
quality of service tendered in the educational sectors?
Do the
skills of the service provider affect the quality of the service provided in
the educational sectors/
Who me the
target customers in the educational sectors?
RESEARCH
HYPOTHESIS appraise the development and marketing of service products in
educational , the following hypothesis has been formulated. The hypothesis
involves the
null
hypothesis (HO) and alternate hypothesis (III). The null hypothesis is
bound
Rejection
when proven wrong and the alternate hypothesis will he accepted. „ Jo: The
quality of service products provided for educational sector does not have j
An impact in
the attainment of academic excellence.
Hi: The
quality of service products provided for the educational sector is a
determinant factor to the attainment of academic excellence,
HI-opposite
of the null hypothesis you need to state it equally .
There for
the opposite null hypothesis directional alternative hypothesis
Finally the
null hypothesis is said to be stated when it suggestion has no differences in
effects of one or more independent variables on the dependent variable .
The
directional alternative hypothesis is said to be directional when it predicts a
differences and indicates the expected direction of that difference.
1.7 SCOPE OF
STUDY
The scope of
this project work was limited to Imo State University, Owerri. This study was
limited to this institution because it represents the activities going on in
Every
educational sector of the nation. 'the scope of this .study was limited for
effective test and result of the quality of service rendered by the management
and
The
effectiveness of the services towards the attainment of academic excellence.
1.8
DEFINITION OF TERMS
To ensure
that this research work is easily understood; some technical terms used will be
explained:
Marketing:
this is a total system of business activities designed to plan, price, promote
and distribute want satisfying goods and services to present and potential
customers. It is further understood that marketing is a social process by which
individuals and groups obtain what they need and
want through
creating, offering and freely exchanging products and services by value with
others. This process is to establish, maintain and enhance long-term customers
relationship at a profit, so that the objectives of the parties involved are
met.
ii.
Services: This can be said to be any performance that one policy offers to
another, that is essentially intangible and does not result in She ownership of
anything. Though the production of such service may or may not be tied to a.,
physical product. Furthermore, service is an identifiable, intangible
activities that are the main objectives of a transaction designed to provide
want satisfaction to the customers. Service in a nutshell can be seen as those
activities that are
intangible,
inseparable, variable, perishable and simultaneously produced and consumed
which is offered for exchange for money that the customer or consumer perceives
as want satisfying.
iii. Products: This is anything (tangible and
intangible) that is offered to the
market for
attention find or acquisition at a defined pace which is perceived as want satisfying.
A product in the image name of the organization in the: market,
iv. Intangible: This is used to denote a
thing (hat does not have physical properties which make that service cannot be
touched seen or some Their therefore means that the customer takes o tangible
product home j»t the of that contested?
accept the feeling of dissatisfaction or satisfaction which is highly
intangible. Due to uncertainty in service quality, prospects always search Cur
indications of service quality before making any purchase. These indications
can be inform of place, equipment, people, symbols, communication materials and
as well price of the service.
Educational sector: this is an organization
set up with the priority of impacting knowledge to people and building the
future elites with academic
Excellence.
This organization that sees to the adequate management of education
Process in
our community.
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