Mukt Shabd Journal ISSN NO : 2347-3150

Adoption of Marketing Practices in Higher Education

Institutions: Evidence from Bangalore City, Karnataka
Sraboni Sarkar aand Nilanjana Chakrabarty b*

a
Research Scholar, Department of Business Administration, Assam University, Silchar, State-
Assam, Country- India, Pin-788011

b
Assistant Professor, Department of Business Administration, Assam University, Silchar,
State-Assam, Country- India, Pin-788011

Abstract

The education sector in India plays a significant role in its economic development. The

significant purpose of marketing in higher education institutions is to define quality education

system, market-oriented, whereby one cannot ignore the institution’s primary role and

function, which is to provide a specific type of service of general social benefit, in

accordance with its needs. Marketing strategies and activities of business marketing in

educational system are limited, much more than in other service and production industries,

due to the direct influence of state regulations defining the educational system, with

established control mechanisms of accreditation bodies, prescribing the evaluation system, as

well as quality control system.The higher educational institutions (HEIs) in India are

increasingly seeking new resources, competences and capabilities to improve their visibility

and reputation.In this context, the paper applied a generic approach to critically analyse the

marketing strategies adopted by the Higher Education Institutions (HEIs) in Bangalore city in

the Karnataka state. Further, the paper throws light on the various marketing mix strategies

implemented by the higher education institutions in Bangalore city to increase their visibility

and attract potential students.

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Keywords:Higher Education Institutions (HEIs), Marketing Strategy, Economic

Development, Service Marketing.

Introduction

The global education sector was estimated to be worth US$ 117 billion in FY20 and it is

expected to reach US$ 225 billion by FY25. India had over 38.5 million students enrolled in

higher education in the year 2020-21, with 19.6 million male and 18.9 million female

students. The number of colleges in India reached 42,343 in the FY20. As of August 23,

2022, the number of universities in India stands at 1,057. In the year 2022-23, there are 8,902

total AICTE approved institutes in India. Out of these 8,902 institutes, there are 3,577

undergraduates, 4,786 postgraduates and 3,957 diploma institutes. The Indian Education

technology market size is expected to reach US$ 30 billion by 2031. According to KPMG,

India has also become the second largest market for E-learning after the US.

Basic role of a marketing strategy is to combine competence and other strategies of an

educational institution, to coordinate challenges and constraints of the environment and to

find best ways to realize its missions and visions. Therefore, in order for the organization to

be able to meet contemporary requirements of ever-changing business environment, it is

necessary that it itself becomes subject to the change and initiate them on its own. (Đorđević-

Boljanović, 2010).Formulation of a higher education institutional marketing strategy includes

decisions about the institution’s current programs and markets (Kotler and Keller, 2009).

 whether to maintain, build, or drop them.

 Future new program and market opportunities.

 Analysis of competitors. Positioning of the institution in relation to competitors.

 Selection of target markets and designing of the marketing mix.

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Creation of marketing mix service concept needs to be realized in a way that provides

synergy between marketing, process management and human resources management.

Therefore, it becomes imperative for the higher education institutions to study the marketing

practices and also improve upon the marketing practices in order to attract potential students.

Thus the paper emphasizes on the various marketing strategies applied across universities

taken into the consideration for the study.

Conceptual Framework

Higher Education

Higher Education is defined as the education, which is obtained after completing 12 years of

schooling or equivalent. The education may be of the nature of General, Vocational,

Professional or Technical education.Higher education is also explained as any type of

education given in postsecondary institutions of learning. Higher education may be of general

education or non-technical education as well as technical and professional education. Higher

education comprises of all post-secondary education, training and research guidance at

education institutions such as at colleges, professional institutes, Universities that are

authorized as institutions of higher education.

Marketing in Higher Education

Education marketing is a branch of marketing that combines methods, strategies, and tools to

analyze the market, adapt strategies to the needs and expectations of their potential clientele,

and promote their value proposition.Higher Education Marketing provides with the skills

necessary to create and implement a marketing strategy. Furthermore, marketing education

helps marketers understand the importance of marketing for their business and helps the

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educational institutions understand the importance of marketing strategy.The India higher

education market is expected to exhibit a growth rate (CAGR) of 9.9% during 2023-2028.

Service Marketing

Services marketing is referred to as a specialized branch of marketing which emerged as a

separate field of study in the early 1980s, following the recognition that the unique

characteristics of services required different strategies compared with the marketing of

physical goods.The American Marketing Association defines services marketing as an

organizational function and a set of processes for identifying or creating, communicating, and

delivering value to customers and for managing customer relationship in a way that benefit

the organization and stake-holders.Service marketing is the marketing and selling of

intangible products (non-physical products). Services comprise all of those personal facilities

which we require from time to time such as medical care, education, fooding, housing etc.

Service Marketing Mix

The service marketing mix in the context of Higher Education is a combination of the

different elements of services that is used to communicate organizational and brand message

to customers/students. The mix consists of the seven P's i.e. Product, Pricing, Place,

Promotion, People, Process and Physical Evidence.

Literature Review

Education is a service and it falls under the service marketing mix. The service marketing

mix is referred to as a combination of the different elements of services marketing used in

educational institutions to communicate their organizational and brand message to customers.

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The service marketing mix consists of the seven P's i.e. Product, Pricing, Place, Promotion,

People, Process and Physical Evidence.

(Mowen, 1995:19; and Hawkins et al., 2001:6) argued that the development of a marketing

strategy involves the coordination and combination ofthe marketing mix elements. It is

thecombinationandcoordinationoftheelementsinthemarketingmixthatenablesorganisations to

meet customers’ needs and provides customer value.

(Goldsmith,1999:178) pointed out that the traditionalmarketing mix consists of the

following elements: price, service product, promotion andplace (distribution). However,

due to the intangible, inseparable, heterogeneous andperishable nature of services, the

traditional marketing mix was extended to includeprocess,peopleandphysicalevidence.

(Robinson & Long,1987:44; Brooker& Noble, 1985:34) noted that Higher education

institutions need a well-developed comprehensive marketingstrategy that is carefully

communicated throughout and the services marketing mix will help highereducation

institutions to shape their service offerings according to the needs of theircustomers.

Grovèn Kraft (2006) showed that in the marketing of education, themarketing mix is the

single most important determinant of marketing success. In

thelightofthefactthatmarketingcaninfluencetheconsumer’sbehaviorandtheservices

marketing mix can assist higher education institutions in developing a holisticand well

thought-through service offering, the seven services marketing mix elements(service

product, price, promotion, distribution, people, physical evidence and process.

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Research Gap

It is very crucial to understand the marketing tactics of Higher education institutions

instrumental in attracting the prospective students.Not much research has been done to

understand the marketing challenges faced by Higher Education Institutions, particularly at

the level of Universities.This paper attempts to study the marketing mix strategies adopted

by the Universities and tries to make a comparison.Further, throws light on the marketing

strategies adopted by the higher education institutions in Bangalore Urban.

Research Methodology

The study is descriptive in nature which is conducted within the Bangalore city. The Higher

Education institutions taken as the sample are the universities which runs both the

Management and Engineeringcourses. A questionnaire was developed on the service

marketing mix elements in order to analyse the marketing mix strategies based on the

responses received across universities. For the purpose of the study, a total of 7 service

marketing mix elements are chosen such as Product, Price, Place, Promotion, People,

Physical Evidence, Process and the eighth one is added as a parameter and it is the Teaching

Pedagogy. Based on these 8 parameters, 49 questions or statements have been framed which

are divided into these service marketing mix parameters. In order to test the reliability of the

questionnaire, the Cronbach’s Alpha method was used and the values were found relevant

and sufficient.The questionnaire consisted of 49 items (Cronbach's α=0.827) which indicates

that questionnaire was highly reliable.

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Analysis

Marketing Practices Adopted by Higher Education Institutions in Bangalore

As per the service marketing mix components such as product, price, place, promotion,

people, process, physical evidence and teaching pedagogy, a set of 49 questions were

designed on the basis of these service marketing mix variables and responses were collected

accordingly. The questionnaires were distributed across various Universities which are

situated in Bangalore Urban.

Table 1: Marketing practices adopted by Higher Education Institutions

Sl.
Statements(Items) 1 2 3 4 5 Total
No

1. Conduct of regular and 146(35.61

17(4.15%) 66(16.10%) 110(26.83%) 71(17.32%) 410
timely classes %)

Active Alumni Network for 125(30.49

2. 23(5.61%) 59(14.39%) 137(33.41%) 66(16.10%) 410
placements %)

Excellent Building 110(26.83 107(26.10

3. 36(8.78%) 69(16.83%) 88(21.46%) 410
Infrastructure and ambience %) %)

Highly competent and 135(32.93

4. 18(4.39%) 84(20.49%) 108(26.34%) 65(15.85%) 410
experienced Faculty %)

Prompt Syllabus/curriculum 119(29.02

5. 37(9.02%) 81(19.76%) 114(27.80%) 59(14.39%) 410
revision %)

Proper e-resources for 128(31.22

6. 16(3.90%) 97(23.66%) 138(33.66%) 31(7.56%) 410
students access %)

Quality of
127(30.98
7. Courses/Programs is worth 38(9.27%) 76(18.54%) 118(28.78%) 51(12.44%) 410
%)
the fees

Scholarship facility for

52(12.68% 102(24.88
8. meritorious and 79(19.27%) 112(27.32%) 65(15.85%) 410
) %)
economically weak students

University provides
116(28.29
9. extra/doubt clearance 34(8.29%) 73(17.80%) 115(28.05%) 72(17.56%) 410
%)
classes

Use of Modern
108(26.34
10. facilities/equipments for 38(9.27%) 69(16.83%) 112(27.32%) 83(20.24%) 410
%)
delivering lectures

Adequate advertisements
through 46(11.22% 107(26.10
11. 86(20.98%) 114(27.80%) 57(13.90%) 410
billboards/Posters/Newspap ) %)
ers

12. Adequate computer lab/ 32(7.84%) 73(17.89%) 93(22.79%) 105(25.74 105(25.74 408

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discipline specific lab %) %)

Adequate No of Teaching 109(26.59

13. 29(7.07%) 63(15.37%) 114(27.80%) 95(23.17%) 410
Faculty %)

Adequate No of Class 118(28.78

14. 23(5.61%) 75(18.29%) 102(24.88%) 92(22.44%) 410
rooms %)

Adequate research papers

115(28.05
15. published in Reputed 26(6.34%) 95(23.17%) 126(30.73%) 48(11.71%) 410
%)
Journals

Adequate use of Social 112(27.32

16. 38(9.27%) 98(23.90%) 97(23.66%) 65(15.85%) 410
Media platforms %)

Alumni donation for 66(16.10% 101(24.63% 106(25.85

17. 103(25.12%) 34(8.29%) 410
University Funding ) ) %)

Arranges for Corporate 122(29.76

18. 39(9.51%) 80(19.51%) 107(26.10%) 62(15.12%) 410
Sponsorship for Events %)

Awards/recognition for 106(25.85% 113(27.56

19. 29(7.07%) 113(27.56%) 49(11.95%) 410
Teachers contribution ) %)

Easily accessible University 116(28.29

20. 39(9.51%) 80(19.51%) 114(27.80%) 61(14.88%) 410
Location %)

Emphasis on case study 131(31.95

21. 18(4.39%) 73(17.80%) 121(29.51%) 67(16.34%) 410
method of teaching %)

Faculty with PhD 130(31.71

22. 34(8.29%) 81(19.76%) 89(21.71%) 76(18.54%) 410
Qualification %)

Global exposure through

student exchange 123(30.00
23. 18(4.39%) 95(23.17%) 115(28.05%) 59(14.39%) 410
programmes / Industry %)
Visits/Foreign Internship

Industry Oriented Teaching

84(20.49%
24. methodology with adequate 29(7.07%) 94(22.93%) 109(26.59%) 94(22.93%) 410
)
lab experiments

Interactive and well-

111(27.07
25. designed University 27(6.59%) 78(19.02%) 132(32.20%) 62(15.12%) 410
%)
Website

Learning with revision and 112(27.32

26. 25(6.10%) 76(18.54%) 125(30.49%) 72(17.56%) 410
follow-up %)

Mock Interviews/Role 57(13.90% 115(28.05

27. 77(18.78%) 108(26.34%) 53(12.93%) 410
plays are conducted ) %)

Presence of Adequate 125(30.49

28. 21(5.12%) 64(15.61%) 127(30.98%) 73(17.80%) 410
research facilities/Grants %)

Presence of 109(26.59
29. 29(7.07%) 78(19.02%) 144(35.12%) 50(12.20%) 410
Adequate/Diverse courses %)

Presence of nearby PG/ 58(14.15% 107(26.10

30. 76(18.54%) 124(30.24%) 45(10.98%) 410
Stay accommodation ) %)

Presence of proper WIFI 45(10.98% 120(29.27

31. 59(14.39%) 120(29.27%) 66(16.10%) 410
facility ) %)

115(28.05
32. Prompt solutions to 34(8.29%) 65(15.85%) 129(31.46%) 67(16.34%) 410
student's %)

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enquiries/problems

Proper assessments and 42(10.24% 104(25.37

33. 77(18.78%) 122(29.76%) 65(15.85%) 410
evaluation ) %)

106(25.85
34. Proper Canteen facility 33(8.05%) 86(20.98%) 115(28.05%) 70(17.07%) 410
%)

Proper Drinking Water 127(30.98

35. 30(7.32%) 61(14.88%) 103(25.12%) 89(21.71%) 410
Facility %)

110(26.83
36. Proper Hostel facilities 35(8.54%) 87(21.22%) 131(31.95%) 47(11.46%) 410
%)

46(11.22% 124(30.24
37. Proper Library Facility 62(15.12%) 83(20.24%) 95(23.17%) 410
) %)

56(13.66% 115(28.05
38. Proper Medical Center 80(19.51%) 112(27.32%) 47(11.46%) 410
) %)

42(10.24% 130(31.71
39. Proper Transport facility 82(20.00%) 114(27.80%) 42(10.24%) 410
) %)

51(12.44% 102(24.88 103(25.12

40. Proper Washroom Facility 58(14.15%) 96(23.41%) 410
) %) %)

Regular visits of
41(10.00% 106(25.85
41. International 70(17.07%) 115(28.05%) 78(19.02%) 410
) %)
Faculty/Industry Experts

The price of the course is 107(26.10

42. 36(8.78%) 69(16.83%) 109(26.59%) 89(21.71%) 410
cost-effective %)

The University charges 67(16.34% 117(28.54

43. 82(20.00%) 98(23.90%) 46(11.22%) 410
justified tuition fee ) %)

The University has an 43(10.49% 111(27.07

44. 79(19.27%) 109(26.59%) 68(16.59%) 410
Efficient placement cell ) %)

The University is quickly 135(32.93 104(25.37

45. 14(3.41%) 63(15.37%) 94(22.93%) 410
recognized %) %)

The University offers 109(26.59

46. 32(7.80%) 87(21.22%) 144(35.12%) 38(9.27%) 410
lucrative placements %)

Timely declaration of Exam 138(33.66

47. 17(4.15%) 68(16.59%) 130(31.71%) 57(13.90%) 410
results %)

University arranges for 125(30.49

48. 29(7.07%) 51(12.44%) 114(27.80%) 91(22.20%) 410
projects/internships %)

University offers quality

144(35.12
49. education catering to 20(4.88%) 48(11.71%) 128(31.22%) 70(17.07%) 410
%)
Industry Demands

1705(8.49 3736(18.60 5595(27.85 5731(28.53 3321(16.53

Total 20088
%) %) %) %) %)

From the above table 1, it is found that higher education institutions are more focused on
providing quality education to students catering to the industry demands as the percentages
are positively scored and significantly higher. University recognition and lucrative placement

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offers are also an important part of the product strategy. In terms of the price, higher
education institutions are trying to provide quality courses with respect to the fees and also
they have emphasized on providing scholarship facility for meritorious and economically
weak students as a part of their pricing strategy.For the element of place, the higher education
institutions are emphasizes more on providing proper transport facility as 42% out of 410
respondents are satisfied with the transport facility services. They are also emphasizing on the
presence of hostel facility and PG accommodation. Under the element of promotion, it is
noted that higher education institutions are emphasizing more on active alumni network for
placements and the use of social media as a part of their promotional strategy. Interactive and
well-designed University website also hold a special place of importance as around 44% of
the total respondents are satisfied with the University Website as a tool to attract potential
students for admission. The higher education institutions are emphasizing more on having
highly qualified and competent faculty with PhDs for teaching. Around 50% of the total
respondents have stated that the University they are enrolled in has highly competent,
experienced and qualified faculty members. Regular visits of industry experts and
International faculty is also an important aspect considered by the higher education
institutions under the ‘people’ category. Under the ‘physical evidence’ category, the Higher
Education Institutions are focusing more on building infrastructure and ambience as around
53% of the total respondents are very much satisfied with the infrastructural aspect of the
university. Factors such as providing adequate computer lab facility, proper washroom
facility, proper drinking water facility and providing adequate classrooms to accommodate
students have been considered as crucial strategies.It is also observed that Higher Education
Institutions are focusing more on arranging projects/internships for the students to gain
working knowledge as a part of their strong process. Around 53% of the respondents are
satisfied with the project/internship facility provided by the University. They are also
focusing on conducting regular and timely classes and timely declaration of exam results,
proper exam assessment and evaluation along with obtaining adequate research facility and
grants as a part of their ‘Process’ strategy. Further, Higher Education Institutions are focusing
more on providing case study method of teaching and industry oriented teaching
methodology for gaining practical knowledge as one of the important strategies under the
‘Teaching Pedagogy’ category. Around 49% of the total respondents are satisfied with the
case study method of teaching.

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TABLE 2: Descriptive Statistics of the Marketing Practices adopted by Higher Educational Institutes in
Bangalore (n=410)

Strategy Mean SD Min Max Percentiles

25th 50th (Median) 75th

Product 22.97 3.09 13 32 21 23 25

Price 15.50 2.76 6 23 13 15 17

Place 21.96 4.16 11 31 19 22 25

Promotion 16.11 3.48 6 24 14 16 19

People 19.65 2.73 12 28 18 19 22

Physical Evidence 20.51 4.48 8 28 17 21 24

Process 26.69 4.87 13 37 23 27 30

Teaching Pedagogy 16.35 3.54 8 24 14 17 19

In table 2, it is seen that out of the eight marketing mix elements adopted by the higher
education institutions. It is found out that Universities are highly emphasizing on Product,
Process, Place, and Physical Evidence among the marketing mix elements. Among these
‘Process’ strategy holds maximum importance with a mean value of 26.69 which is the
highest than all the above mentioned marketing mix elements.

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TABLE 3: Aggregate Mean Score of the marketing mix elements as per the Universities

SL No University Aggregate Mean Score

1. Bangalore University 140.30

2. University of Agricultural Sciences 134.53

3. JAIN University 166.07

4. REVA University 174.90

5. Presidency University 169.57

6. PES University 175.17

7. Christ University 167.33

8. CMR University 171.57

9. DayanandSagar University 171.87

10. Alliance University 169.90

11. M.S Ramaiyah University 175.40

In table 3, the aggregate mean score of the Universities combining all score of the marketing
mix elements under study are calculated and represented in the above table. It is seen that MS
Ramaiyah University has the highest mean score at 175.40 and University of Agricultural
Sciences has the lowest mean score at 134.53.

TABLE 4: KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.872
Bartlett's Test of Sphericity Approx. Chi-Square 1248.37
df 28
P-Value <.001

The results of KMO and Bartlett's Test in Table 4 shows that Factor analysis is appropriate.
Thus, factor analysis is done to check different marketing strategies.

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TABLE 5: Correlation Half Matrix

Physical Teaching Communalities

Strategy Statistics Product Price Place Promotion People Process
Evidence Pedagogy Extraction
-
r 1 .200** .371** 0.021 .327** .418** .362**s .706
Product 0.086
P-Value 0.082 <.001 <.001 0.670 <.001 <.001 <.001
- ** ** ** **
r 1 -.299 -.154 -.249 -.142 -.200** .372
Price .282**
P-Value <.001 <.001 0.002 <.001 0.004 <.001
** ** ** **
r 1 .566 .276 .643 .528 .564** .615
Place
P-Value <.001 <.001 <.001 <.001 <.001

r 1 .285** .678** .583** .564** .674

Promotion
P-Value <.001 <.001 <.001 <.001
** **
r 1 .346 .322 .401** .498
People
P-Value <.001 <.001 <.001
**
Physical r 1 .616 .626** .730
Evidence P-Value <.001 <.001
r 1 .674 .669
Process
P-Value .498
Teachings
r 1 .654
Pedagogy
**Correlation is significant at the 0.01 level (2-tailed). Extraction Method: Principal Component
Analysis

The correlation half matrix is shown in Table 5. It has highlighted many variables were

significantly correlated with each other which affirms the use of Principal Component Factor

Analysis on the basis of correlation matrix.

TABLE 6: Total Variance explained across Universities

Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared

Loadings Loadings

Total % of Cumulative Total % of Cumulative Total % of Cumulative

Component Variance % Variance % Variance %

1 3.88 48.54 48.54 3.88 48.54 48.54 3.28 40.98 40.98

2 1.04 12.93 61.47 1.04 12.93 61.47 1.64 20.50 61.47
3 0.91 11.33 72.80
4 0.69 8.61 81.42
5 0.43 5.41 86.83
6 0.40 4.99 91.81
7 0.36 4.50 96.31
8 0.30 3.69 100.00
Extraction Method: Principal Component Analysis

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Total Variance Explained along with Initial Eigenvalues,Percentage of Variance, and

Cumulative Percentage in unrotated and rotated: Principal Components were presented in

Table 6. The study retained 2 components. The retained components in unrotated and rotated

Component Matrix is presented in Table 6. It revealed that product, place, promotion,

physical evidence, process and Teachings Pedagogy were retained in First component with

dominance in process, while price, place people and Physical Evidence was in second

components with dominance in people.

Major Findings

From the analysis, it is found out that Universities are highly emphasizing on Product,

Process, Place, Physical Evidence among the marketing mix elements. Among these

‘Process’ strategy holds maximum importance with a mean value of 26.69 which is the

highest than all the above mentioned marketing mix elements.The aggregate mean score of

the Universities combining all score of the marketing mix elements under study are

calculated and represented. It is seen that MS Ramaiyah University has the highest mean

score at 175.40 and University of Agricultural Sciences has the lowest mean score at

134.53.As per the principal component analysis, it is found that product, place, promotion,

physical evidence, process and Teachings Pedagogy were retained in First component with

dominance in process, while price, place people and Physical Evidence was in second

components with dominance in people.

Conclusion

Higher Education is very critical for the success of a nation as they shape the future of the

country and contributes significantly in nation development. Higher education institutions

(HEIs) are essential facilitators in the promotion of lifelong learning and are responsible for

bringing in holistic development. They have a unique capacity to develop skills and foster

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knowledge, and the potential to mobilize educational resources and provide learning

opportunities for diverse populations. Higher Education Institutions(HEI’s) including

Universities and colleges worldwide are preparing future professionals, conducting

meaningful research, and engaging with the community and stakeholders to tackle local,

national, regional, and global challenges. They are also responsible for producing efficient

graduates to meet the global requirement and fit the industry demand.Universities are

considered as the highest epitome in the Higher Education pyramid. Hence, it is very crucial

to understand the marketing tactics of Universities as they are instrumental in luring the

prospective students who are the consumers of Education as a ‘Service’. The present study

provides insights into the marketing strategies adopted by higher education institutions with

respect to the Universities in Bangalore. It is important to understand the process of

formulating a strategy with respect to higher education institution, in addition to reviewing

the existing services, identifying new opportunities, analyzing relevant competitors and

positioning against them. The present study emphasizes on the need, acceptance and adoption

of marketing strategies in the Universities in Bangalore. Karnataka has been in the forefront

in the field of higher education, particularly, Bangalore wherein students throng from the

various parts of the world due to the presence of numerous well renowned educational

institutions and high quality teaching practices. Bangalore, with its strong intellectual capital

base and as a prominent knowledge center in India enjoys a humongous student base from all

over the globe paving the way towards cut throat competition among the higher educational

institutions. This study comprised of the HEI’s particularly the Universities operating in the

city of Bangalore. It is concluded from the analysis that the Higher Education institutions

(HEIs) need to become market oriented and bring innovation to their education and

marketing practices, delivery methods and student support services which are instrumental in

becoming market leaders. From the study it is found out that, HEI’s are constantly challenged

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by global forces that necessitate innovative research, innovative pedagogies, and innovative

organizational structures. Therefore, in order to become a hot favorite among the prospective

students, the higher educational institutions need to imbibe innovation and rigour in their

marketing practices in order to remain competitive and relevant in the education market and

to be able to produce competent and accomplished graduates.

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