THE ROLE OF MARKETING STRATEGY IN EDUCATIONAL SERVICE ORGANIZATIONS

Abstract

This article explores the significance of marketing strategy within educational service organisations and its impact on institutional success and competitiveness. In today's rapidly growing education marketing, effective marketing helps institutions understand student needs, clearly articulate their offerings, and build a strong brand identity. The research emphasises the importance of strategic planning, digital marketing, and managing service quality to attract and retain students. It particularly focuses on IELTS preparation centres, such as IELTSZONE educational institution, as a case study of modern marketing practices. The results indicate that integrated marketing strategies greatly enhance enrollment rates and customer trust. Consequently, a marketing strategy is essential for the sustainable growth of educational organisations.