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ACTIVITIES AND INSTITUTIONAL IMAGE


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When talking about marketing, we immediately think of sale strategies. The question that comes to mind is, “How do I sell my product?” And indeed, in some ways this way of thinking makes sense. Moreover, a certain document filled with good intentions was in circulation last year. Said document mentioned the functions that an office of Institutional Image ought to carry out. However, and leaving the good intentions aside, there was a substantial problem in its proposal.


I am talking about the assumption that school-oriented marketing must be based on product theory. Nothing could be further from the educational reality.
For more than one decade, the idea of marketing being based on service theory has been set forth. In terms of education per se, it states that:
  1. It is intangible: in fact, we cannot touch, manipulate or mobilize the education provided at Santa Maria.
  2. It is inseparable: we cannot dismember education. The best we can do is distribute different subjects on a fixed schedule, but we cannot isolate the actual learning process.
  3. It is not reprocessable: once a student has completed his last year of high school, we cannot educate him again, given that we will not be able to enroll him in a lower grade or provide him with a technical degree or a college education.
  4. For the same reason, it has an expiration date. It has a beginning and an end.
  5. It is associated with the satisfaction of a temporary need: once graduation and the handing over of certificates are reached, the need will have been covered.
  6. The user is always involved in its creation: it is the student who creates his own learning.
Taken from "Quality of Service," by Jacques Horovitz.


Victor Ciquero
Institutional Image


María Pía Guerra
Activities





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