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MARKETING INFORMATION SERVICES BY EDUCATIONAL INSTITUTIONS

Abstract

The primary purpose of marketing information services is to support teaching, learning and research in ways consistent with, and supportive of the institution’s mission and goals. In addition, information services should be sufficient in quality, depth, diversity, and currency to support the institutional curriculum. As a result of this, educational institutions information centers are often considered the most important resource centre of an academic institution. However educational institutions in Nigeria generally are facing critical challenges in meeting new demands of the 21st century, with its ever increasing population growth, inadequate library facilities, resources  and  insufficient funding. Adequate marketing of information services, at the appropriate level for degrees offered should be made available to support the intellectual, cultural and technical development of students in all educational institutions. The growth of research in all fields of human endeavor is becoming increasingly detailed and sophisticated,  teachers and students have realized that information services has great roles to play in the provision of sound education and its utilization for the day-to-day research. Moreover, marketing information services acts as a medium of getting the latest scientific and technological information either in print or electronic form. Educational institutions collect a variety of materials for preservation and utilization of information services based on their preference for such information. These resources include not only traditional print-on-paper media like books, journals, newspapers, and maps, but also audio-visual materials like records, audio cassette, video cassette and projector. The research findings indicate that the utilization and preferences of marketing information in educational institution determines the extent or level of educational development in these institutions. This conforms to theoretical assessment as highlighted in this study.

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the dynamic landscape of education, information has always been the bedrock upon which institutions build their edifices of knowledge. Educational institutions, whether they be schools, colleges, or universities, have long been the bastions of learning, providing students with a wealth of information to nurture their intellectual growth. However, the way educational institutions disseminate information and interact with their stakeholders has undergone a profound transformation in recent years, largely due to the advent of technology and digitalization. This transformation has given rise to the emergence of Marketing Information Services (MIS) as a potent tool that institutions now employ to reach their diverse audiences effectively.

Marketing Information Services, in the context of educational institutions, refer to the strategic use of marketing techniques and technologies to provide information about the institution's programs, services, and accomplishments to a wide range of stakeholders, including prospective students, parents, alumni, faculty, staff, and the broader community. These services encompass a wide spectrum of activities, from crafting compelling narratives about an institution's mission and vision to harnessing the power of social media and digital platforms for outreach.

This essay embarks on a comprehensive exploration of the pivotal role played by Marketing Information Services in today's educational landscape. Over the course of this discussion, we will delve into the evolution of MIS, its various components and strategies, and the transformative impact it has had on educational institutions. Moreover, we will consider the ethical implications and challenges associated with this evolving paradigm, along with its potential for reshaping the future of education.

The Evolution of Marketing Information Services in Education:

The seeds of Marketing Information Services in education can be traced back to the mid-20th century when educational institutions began to recognize the need for a more structured approach to communicating their offerings and achievements. Traditionally, educational institutions relied on brochures, newsletters, and word-of-mouth to disseminate information. However, as the world began to embrace the digital era, educational institutions had to

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