Does the Promotion of University or the Quality of Education Build the Image of University

Promotion comes under the umbrella of marketing. It is something done to make people aware or to increase popularity. It helps to gain competitive advantage over the competitors and allows the businesses to earn maximum profit (Muhammad Rizwan 2013). Promotion is now becoming a major component of marketing and people are demanding it (Ken Peattie).Institutions with proper promotion is shining at the top in this era. Through a survey it is concluded that promotion has become more important than advertisement. It also have a long-term effect (Carl F. Mela, Sunil Gupta and Donald R. Lehmann 1997).

Thus promotion is directly linked to the image of a university because now a days this tool become as important to consumer as others. It helps to maintain brand value.

Quality is the measurement of degree or level of excellence of a product or service. It has two criteria, the consumer perspective and the industry perspective. According to consumer’s perspective a quality product or service is the one which provides value according to the price and is fit to use. A product or service is quality assured with perspective to industry if it is defect free.  In academia, the quality refers to the education and training, provided by the best possible factuality. It is directly related to the quality of staff available in the university. If the staff is highly educated and efficient, the quality of education will be high.

Education sector is also among the service sector and considered to be the back bone and major contributor in national and economic development. Quality education is also a challenge for the universities and also many of the universities around globe are putting their efforts to deliver quality of educational services to their customers to gain their satisfaction. (A. Ijaz1, S.M. Irfan, S. Shahbaz, M. Awan & M. Sabir,2011)

In Pakistan, service sector is one of the rapidly growing sectors contributing more than 53% of GDP. Pakistan’s education system faces long-standing problems in access, quality, and equal opportunity at every level.( Mehnaz Aziz, David E. Bloom,2014).