Identifying and Prioritizing Marketing Strategies in Educational Institutions

Abstract

In today’s world, organizations operate in a dynamic and competitive environment, and this complex environment causes customers to have different ideas about the organization's outputs. Creative marketing is an influential factor in attracting customers and improving the performance of various organizations. Creative marketing is essential for the management of an educational institution, so the purpose of this study is to identify and prioritize the factors affecting creative marketing using a hierarchical method for the management of an educational institution. This research is based on the "survey-descriptive" method. In this study, we examine the most important factors for identifying and prioritizing the issue of "creative marketing" for the management of an educational institution using a hierarchical method. The statistical population of this research is 15 managers of an educational institution in District 2 of Tehran. After collecting the required information and statistics through a questionnaire (designed by the researcher), Expert Choice 11 software was used to review this research and analyze the information. The findings of this study show that among the factors related to the creative marketing approach, the following factors are the most important: 1- Proper pricing of services 2- Suitable communication channels 3- Creative designing