Trinity Journal of Management, IT & Media (TJMITM) Year: 2015 (Jan-Dec), Volume: (6), Issue. (1) First page: (36) Last page: (41) Online ISSN: A/F Print ISSN: 2320-6470 doi:
A Study of Innovations in Higher Education Marketing for Admissions and Its Impact on Students’ Behavior
Jai Prakash Asopa
1Research Scholar; Manipal University, Jaipur, Rajasthan
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Higher education as a part of service sector plays an important role in the development and growth of a country. India is no excep tion to this. In fact service sector contributes to the 54% highest to the GDP. In current scenario, a customer satisfaction and service quality are considered the fundamental marketing framework to determine the loyalty. Higher education is a pure service and is characterized by a greater amount of interpersonal contact, com plexity, divergence, and customization than other service business es. In order to create an effective admission plan it is crucial to know the factors that influence the students’ decision making pro cess and to understand the nature of the relationship among these factors. The potential students generally get influenced by family members, senior students, fellow classmates, senior citizens & fac ulty references. Amidst all this they also get influenced by college advertisement through various media. A student takes into many factors before deciding admission into an institute. But it has to be debated how far marketing of higher education by some private colleges / universities would lead to admissions. It is quite inter esting to know the role played by various stakeholders such as par ents, teachers, friends, classmates into the final admission decision making process. It appears that a student will play a major role in the final admission decision. Now a day’s lots of innovations are taking place to make targeted candidates to become students I that college/university for which marketing /promotions made. The purpose of this study is to describe and analyze the inno vations in marketing approaches private higher education institu tions (HEIs), colleges and universities use to attract and enroll stu dents. The study’s intention is also to provide recommendations to colleges and universities and investigate what factors students value in terms of marketing. The recommendations are based on marketing approaches that have been identified as effective in at tracting and enrolling students.
fundamental , GDP , contact, com plexity, divergence, and customization