Was Henry Ford Right? The Marketing Mix. From Ford to Jobs: Rethinking the Marketing Mix in Higher Education

Abstract

This study explores the impact of the marketing mix on higher education institutions. It begins with quotes from Henry Ford and Steve Jobs, highlighting the importance of understanding and anticipating customer needs. Despite advancements in customer experience, customization, and digital technologies, there are still doubts and challenges in adopting a customer-led approach in Morocco.

The paper emphasizes the historical prevalence of a product-led attitude in marketing, where standardization and high quality were prioritized for productivity and profitability. While some progress has been made towards a customer-led approach in the past decade, the fundamental dichotomy between producer and customer needs remains unresolved.

The author argues that the FE sector has embraced the concept of marketing, primarily through increased promotional activities. However, there is a need to consider other elements of the marketing mix, including product, place, and price. The customer's role in education is more complex than in traditional retail, involving active participation and a range of factors beyond financial obligations.

In Morocco, traditional marketing approaches have favored product-led strategies, prioritizing standardization and productivity over customization. This historical context explains the slow adoption of customer-led approaches, particularly in sectors like education where customer involvement is multifaceted and extends beyond mere financial transactions.

The paper discusses various definitions of marketing and proposes a suitable definition for applying the marketing concept to FE. It stresses the importance of customer satisfaction and the dynamic nature of marketing as a relationship-building process.

The elements of the marketing mix, including product, place, promotion, price, and people, are explored in the context of FE. The application of these elements is discussed, considering the development and modification of courses, modes of delivery, distribution channels, promotion strategies, pricing policies, and the importance of people within the marketing mix.

The paper concludes by highlighting the personal development and problem-solving benefits of studying the marketing concept in the FE sector. The research provides insights into applying marketing principles ethically and effectively to address challenges and improve marketing practices in education.