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Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Education

Citation

Mahajan, Prashant (2017), Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Education, Dataset, https://doi.org/10.15146/R37S3S

Abstract

Purpose: Modern history has shown that only those countries, which could acquire capability to develop and apply science and technology, have found great success to grow their wealth and improve living conditions of their population. Technical education in India contributes a major share to the overall education system and plays a vital role in the social and economic development of the nation. There is a rapid growth of technical education in last decade in terms of the no. of institutes and intake capacity in India, however, institutes failed to attract enrollments which observed noticeable gap in between the actual no. of enrollments and intake capacity. In the year 2015-16, 46% of seats were vacant in Technical Education in India. The purpose of this paper is to highlight holistic marketing approach with promotion mix on diversified enrollments to motivate enrollments in selecting institute of Technical education. Design methodology: A qualitative research by a survey (through a structured questionnaire) of students who are presently enrolled (Current-students) and those who have completed their study (Post-students) belonging to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the North Maharashtra University, Jalgaon. Findings: The study found that diversified characteristics of enrollments are related with the promotion mix of TE institute in selection of technical educational institute. This study investigates the usefulness of school visits, institution publications, websites, campus visits, word-of-mouth (friends, alumni, school teachers), advertisements (radio, television, magazines) and events on campus, as a tool of holistic marketing and promotion mix. Social Networking and Institute’s Website are the emerging tools of promotion mix in selection TE institute in Khandesh Region. Research limitations: The survey is delimited to the enrollments of technical education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India. Practical implications: This article provides relationship of promotion mix & diversified characteristics of enrollments on institutional choices. Different communication strategies of promotion mix can be used based on diversified characteristics (segmentation) of enrollments to attract enrollments. The paper also represents new form of promotion mix of educational service that affects students’ decision in selecting their technical educational institute. Index Terms: Enrollments, Segmentation, Promotion Mix, Holistic Marketing, Technical Education.