Referral Marketing in Management Education : An Overview

Referral marketing is making use of existing customers to rope in prospective customers. This paper seeks to discuss the applications of referral marketing to Educational services. In an era of Global competition, Educational services require marketing efforts and innovative efforts like referral marketing, making use of people as the new media, is required. The application of Referral marketing in Educational services in general and Management Education in particular, is an under-researched area. This review attempts to draw the attention of policy makers and administrators of Higher Educational Institutions, the relevance and Importance of Referral Marketing. The article discusses the decision making process at length, which the students and parents undergo before enrolling to an Institution