Applying the goal programming in the management of the 7P marketing mix model at universities-case study

Radoslaw Ryńca and Yasmin Ziaeian

PLOS ONE, 2021, vol. 16, issue 11, 1-25

Abstract: The decision-making relating to effective marketing is less supported by operational methodologies and optimizing methods in high education sectors than in the companies. This paper presents an application of goal programming as an aid for the optimizing marketing mix elements. It describes a project undertaken at one of the Universities in Poland considering the marketing mix includes all 7Ps elements at University. The constraints are first identified based on interviews with academic experts and survey. The analytic hierarchy process method is used to select the forms of promotional activities and Activity-Based Costing method are performed to determine the costs of the activities. Then, based on constraints, the multiple-criteria-programming model is built and applied to construct the marketing mix model at university, and it was solved using LP-Solve software AMPL. A comparison between the newly designed marketing mix and the existing one in terms of each of the criteria shows that the overall objective function could be greatly improved, optimized value can be obtained, and the model can be easily applied in any other high education sectors. The consequence of using the model is the optimal selection (with existing limitations) of promotional activities, taking into account their impact on the perception of the image of the university, significant from the perspective of students and impact on profitability, which is important from the perspective of the university management.

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0260067 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 60067&type=printable (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0260067

DOI: 10.1371/journal.pone.0260067

Access Statistics for this article

More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().