Marketing of educational services a study of strategies adopted by B schools in south India

Abstract

Management education in India is at crossroads; more than 800 institutes have been shut down in last five years. The number of management institutions decreased from 3,882 in 2012-2013 to 3070 in the year 2019-2020. Number of MBA aspirants has also reduced from 4, 56,427 in 2012-2013 to 3,73,423 in 2019-2020. The scenario demands involvement of all the major stakeholders of management institute. So it becomes important to inspect the scenario in relation to strategies to be adopted by the B-schools to effectively position, brand and Market educational services to sustain, survive and grow in the Competitive Market. In perspective of the parents and students choosing a right college and the University for their children is the top most priority of the parents. Therefore, Marketing Elements and Brand strategies utilized by the management institution are significant for prospective management students to enroll in such institutions. newlineFrom the analysis of the theoretical frameworks and previous literature, the researcher intends to find the impact of marketing strategies on the selection of the B-school by the students. The main parameters of marketing strategies which are the marketing elements and the brand strategies are taken under the study. A gap analysis is made between what the B-school in delivering as marketing strategies and what are the actual expectations of the students. The objectives of the research are to study the current marketing strategies used by B-Schools and identify the effectiveness of marketing strategies on the choice of institution by prospective management Entrants, conduct a gap analysis between services provided by the Institution and student expectations, assess the impact of socio demographic variables of prospective students on choice of institution in relation to marketing strategies, evaluate the contribution of each marketing mix element and brand equity dimension to marketing strategies and to analyze the Impact of marketing strategies on Choice of Institutions by Prospective man