Use of maturity model to create an effective marketing mix with a focus on educational facilities

Abstract

The presented article focuses on the acute topics of process management in educational institutions. A maturity model is here proposed in order to develop an effective marketing mix for educational facilities. It is used to assess the current state of each element of the marketing mix and identify areas for improvement. The main contribution is the detailed description of why it is necessary to create a maturity model when creating a marketing mix in the school sector. To achieve this, individual process information programs are analyzed and specifics for the educational sector are given. The article focuses on educational facilities, such as schools, universities, and training centers. By utilizing a maturity model, educational facilities can identify gaps in their marketing strategies and develop a more effective marketing mix to attract and retain students. Furthermore, up-to-date maturity models were analyzed and, as a result of the research, a new, separate model was created with detailed description. Part of the new model is also an analysis of practical use by employees in selected school establishments. The results of this study can provide insights for educational institutions to enhance their marketing strategies and better meet the needs of their target audience.