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Abstract
GIS for Better Marketing of Private Educational Institutions
Fermi Vidya P
Student
Anna University
fermi110988@yahoo.com
Thendramil Pavai A
Student
Anna University
India
thendral17@gmail.com
This paper discusses the required key success criteria for maximizing the introduction of GIS (Geographical Information Systems) to improve marketing of private colleges and universities. Universities and colleges means education, but it is still a business. There is a basic need for the private educational institutions to identify where its continuing education (CE) students live and compile demographic data about them to understand and serve its market area. Analyzing this data helps in identifying new CE market segments and develop market-driven programs to boost enrollment and revenue .The problem faced here is abundance of data that is difficult to interpret particularly with limited resources. This urges the need for a software solution that could sift through the data and accurately analyze location and demographics to better predict the effectiveness of new marketing programs. GIS proves to be more appealing in finding a solution for the above mentioned problems. ArcGIS software is used to geo-code student location on a map to analyze trends. With the help of the GIS model created, the firms can geographically and demographically profile its past and present CE students and their educational interests. Moreover GIS database also allows the integration of demographic, geographic and other characteristics such as income, age, education, ethnicity etc., into models that accurately segments the CE areas. Logical analysis and interpretation of the data model so created helps in implementing cost-effective target marketing campaigns including, increasing the production of mini-brochures, fewer but effective target mailing, and expanding large -brochure distribution to include brochure racks in h
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