Marketing in Educational Institutions of India

Owing to liberalization, privatization and globalization, the socio-economic and technological changes have become more intense in the 21 century than ever before. Education is, undoubtedly, the single largest contributor to change potential of societies and nations. Moreover, in the present ‘knowledge era’ where skills and knowledge become quickly obsolete, no country can ensure its substantial development without providing quality education to its citizens. In the above backdrop, it has rather become indispensable for the nations to constantly revise and restructure their strategies aimed at improving the relevance and quality of education they provide. In view of the fact that allowing private and foreign participation in the education sector connotes a direct competitor to the indigenous players. Indian educational institutions have to be doubly sure about the quality education. However, there is dawning awareness within nation’s educationists, social scientists, planners that the output quality of Indian educational institutions is inadequate and obsolete. Therefore, responding to this rapidly growing concern, the present book attempts to dig deep into the problems of Indian educational institutions at the undergraduate level and provides a way-out from the marketing perspective. The author has attempted to look at the undergraduate educational system from three angles. First, it analyses if the education system has any mechanism, enabling it to understand the educational needs of the students and the community at large. Additionally, if the kind of service provided by the system is in conformity to the expectation level and educational requirements of the service receiver. Secondly, if the organisational practices of the system are in a way that equips its human resource to serve exactly as per the perceptions and expectations so found among the students. Finally, as the interactive part of the system is very critical test for the quality of education and ultimate satisfaction of the service receivers, where the general behaviours, skill and attitude of the faculty makes the interaction successful or otherwise, the quality of teacher-student interaction has also been the focus of the book.