Improving the effectiveness of service marketing in training at Dong A University of Technology

Abstract

According to the WTO’s approach, education in general, and higher education in particular, is a type of service delivery in which customers are learners, employers, etc. with extremely high demands, rich and diverse. Besides, service marketing theory and concepts have been effective in business, are gradually being applied by many universities in order to gain competitive advantage. Service marketing applied in business has been gradually being widely applied in the field of education, especially higher education. This is inevitable in the context of the market for higher education and competition in the global education sector. The study has delved into understanding the reality of the application of marketing in educational services at East Asia University of Technology.