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

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 projec...

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Detalles Bibliográficos
Autores principales: Ryńca, Radoslaw, Ziaeian, Yasmin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8629216/
https://www.ncbi.nlm.nih.gov/pubmed/34843486
http://dx.doi.org/10.1371/journal.pone.0260067
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author Ryńca, Radoslaw
Ziaeian, Yasmin
author_facet Ryńca, Radoslaw
Ziaeian, Yasmin
author_sort Ryńca, Radoslaw
collection PubMed
description 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.
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spelling pubmed-86292162021-11-30 Applying the goal programming in the management of the 7P marketing mix model at universities-case study Ryńca, Radoslaw Ziaeian, Yasmin PLoS One Research Article 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. Public Library of Science 2021-11-29 /pmc/articles/PMC8629216/ /pubmed/34843486 http://dx.doi.org/10.1371/journal.pone.0260067 Text en © 2021 Ryńca, Ziaeian https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Ryńca, Radoslaw
Ziaeian, Yasmin
Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title_full Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title_fullStr Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title_full_unstemmed Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title_short Applying the goal programming in the management of the 7P marketing mix model at universities-case study
title_sort applying the goal programming in the management of the 7p marketing mix model at universities-case study
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8629216/
https://www.ncbi.nlm.nih.gov/pubmed/34843486
http://dx.doi.org/10.1371/journal.pone.0260067
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