A

Project Report
On
A STUDY OF MARKETING STRATEGY A.C. PATIL COLLEGE OF
ENGINEERING AND MANAGEMENT STUDIES AND RESEARCH

Submitted in partial fulfilment of the requirement for award of

degree
of Master of Management Studies (MMS) under university of
Mumbai.
Submitted By
Prashant Mhatre
Roll.no.
Batch no.2014-2016
Under the guidance
Prof. Hemant Wani

Where Knowledge is second nature

A.C. Patil College of Engineering, Management Studies and

research
Affiliated to Mumbai University, plot no 17, sec 4
Kharghar, Navi Mumbai 410210
Contact No: 022-2774 5722 / 2786 3644/27745732
Fax: 91-22-2774 5732
E-mail: principal@acpce.org
Web Site: http://www.acpce.org

TO STUDY MARKETING
STRATEGY OF
A C PATIL COLLEGE OF
ENGINEERING AND S
MANAGEMENT STUDIES AND
RESEARCHS
CHEPTER 1
INTRODUCTION
A C PATIL COLLEGE starting a sins 1992. Our college
providing courses of ENGINEERING
This college starting management courses sins 2007.
Start MASTER OF MANAGEMENT STUDIES [MMS] AND
MASTER OF Computer application [MCA].
Marketing strategy is defined by David Aaker as a process that can allow an
organization to concentrate its resources on the optimal opportunities with the
goals of increasing sales and achieving a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market-oriented
strategies and therefore contribute to the goals of the company and its marketing
objectives.

INTRODUCTION TO PROJECT

Education in India
Education in India is provided by the public sector as well as the private sector,
with control and funding coming from three levels: central, state, and local.
Education in India falls under the control of both the Union Government and
the State Governments, with some responsibilities lying with the Union and the
states having autonomy for others.
Indias education system is divided into different levels such as pre-primary
level, primary level, elementary education, secondary education, undergraduate
level and postgraduate level
India has made progress in terms of increasing the primary education attendance
rate and expanding literacy to approximately three quarters of the
population. India's improved education system is often cited as one of the main
contributors to the economic rise of India. Much of the progress, especially in
higher education and scientific research, has been credited to various public
institutions. The private education market in India was 5% and in terms of value
was estimated to be worth US$40 billion in 2008 but had increased to US$68
70 billion by 2012.
As per the latest (2013) report issued by the All India Council of Technical
Education (AICTE), there are more than 3524 diploma and post-diploma
offering institutions in the country with an annual intake capacity of over 1.2
million. As per the latest (2013) report issued by the All India Council of
Technical Education (AICTE), there are more than 3524 diploma and post-

diploma offering institutions in the country with an annual intake capacity of

over 1.2 million.
Capacity for Management Education crossed 385000, and post graduate degree
slots in Computer Science crossed 100,000. Pharmacy slots reached over
121,000.
Total annual intake capacity for technical diplomas and degrees exceeded 3.4
million in 2012.
According to the University Grants Commission (UGC) total enrollment in
Science, Medicine, Agriculture and Engineering crossed 6.5 million in 2010.

Higher education in India

India's higher education system is the third largest in the world, next to
the United States and China. The main governing body at the tertiary level is
the University Grants Commission, which enforces its standards, advises the
government, and helps coordinate between the centre and the state. Indian
higher education system has expanded at a fast pace by adding nearly 20,000
colleges and more than 8 million students in a decade from 2000-01 to 2010-11.
As of 30th November 2011, India has 42 central universities, 285 state
universities, 130 deemed universities, 112 private universities, 5 institutions
established and functioning under the State Act, and 33 Institutes of National
Importance. Other institutions include 33,000 colleges as Government Degree
Colleges and Private Degree Colleges, including 1800 exclusive women's
colleges, functioning under these universities and institutions as reported by the
UGC in 2012.
MBA Course

The Master of Business Administration (MBA or M.B.A.) is a master's

degree in business administration, which attracts people from a wide range of
academic disciplines. The MBA designation originated in the United States,
emerging from the late 19th century as the country industrialized and companies
sought out scientific approaches to management. The core courses in the MBA
program are designed to introduce students to the various areas of business such
as accounting, finance, marketing, human resources, operation management.
MBA in India
There are many business schools in India offering two-year MBA programs
accredited by AICTE or UGC. The students are a mix of fresh graduates as well
as with experience and get either at public or private schools depending on
entrance examinations. Typically programs offer full-time, part-time and
executive education programs.
Basic types of MBA program
Two-year (Full Time) MBA programs normally take place over two academic
years (i.e. approximately 18 months of term time). For example, in the Northern
Hemisphere, they often begin in late August/September of year one and
continue until May of year two, with a three- to four-month summer break in
between years one and two. Students enter with a reasonable amount of prior
real-world work experience and take classes during weekdays like other
university students. A typical Full-time, accelerated, part-time or modular MBA
requires 60 credit hours of graduate work.
Accelerated MBA programs are a variation of the two-year programs. They
involve a higher course load with more intense class and examination schedules.
They usually have less "down time" during the program and between semesters.
For example, there is no three- to four-month summer break, and between

semesters there might be seven to ten days off rather than three to five weeks
vacation.
Part-time MBA programs normally hold classes on weekday evenings, after
normal working hours, or on weekends. Part-time programs normally last for
three years or more. The students in these programs typically consist of working
professionals, who take a light course load for a longer period of time until the
graduation requirements are met.
Modular MBA programs are similar to part-time programs, although typically
employing a lock-step curriculum with classes packaged together in blocks
lasting from one to three weeks.
Executive MBA (EMBA) programs developed to meet the educational needs of
managers and executives, allowing students to earn an MBA or another
business-related graduate degree in two years or less while working full-time.
Participants come from every type and size of organization profit, nonprofit,
government representing a variety of industries. EMBA students typically
have a higher level of work experience, often 10 years or more, compared to
other MBA students. In response to the increasing number of EMBA programs
offered, The Executive MBA Council was formed in 1981 to advance executive
education.

Distance learning MBA programs hold class off-campus. These programs can
be offered in a number of different formats: correspondence courses by postal
mail or email, non-interactive broadcast video, pre-recorded video, live
teleconference or videoconference, offline or online computer courses. Many
schools offer these programs.

KNOW YOUR CAMPUS

Our aim providing qualified and appropriately
trained technical and managerial professionals
cater to growing engineering and managerial
need

KNOW YOUR COURSE

OUR COURSES

DIPLOMA
Electronics and telecommunication engineering.
60 Seats
Computer engineering
60 Seats
Electrical engineering
120 Seats

BACHELOR OF ENGINEERING.
Electrical engineering
120 Seats

Electronics and telecommunication engineering

120 Seats
Electronics engineering
60 Seats
Computer engineering
60 Seats
Mechanical engineering
60 Seats
Instrumentation engineering
60 Seats
Information technology
60 Seats

POST GRADUATION
Master of management studies
60 Seats
Master of computer application
60 Seats
Master of computer engineering
18 Seats

Master of electrical engineering

18 Seats

ROLE OF MARKETING STRATEGY

This college launched new marketing strategy
which is based on guerrilla marketing. This
marketing strategy designed long series of minor
attacks.

RESEARCH METHODOLOGY

Data source
:
primary data
[personal interaction]
Secondary data [website]
Research approach

Research instrument :
Plan

survey method
questionnaire
personal interview

OBJECTIVE OF STUDY
To Study the Marketing Strategies for Higher Education
To study the issues and challenges of institution who provide higher
education
To ascertain the effectiveness of advertisement done by various colleges.
To study various strategies adopt by colleges/ institution for attracting
students.
To identify the benefits of promotion activities done by institution /
colleges.

 To study the factors influencing the students to take admission in

colleges.
To attract consumer (students) by making full use of the skills.
To analyse knowledge or skills based on the subject areas of studies.
To understands ability to co-operate & developed management of
professional skills.

NEED & SCOPE OF STUDY

Consequently, understanding the information needs of potential students

to the HEI when they make their decisions is paramount.
Issues such as managing brand image, assessing advertising medium
effectiveness and collecting market intelligence are common practice for
higher education institutions (HEIs).
The aim of this survey is to analyses the decision-making criteria of new
post-graduation students enrolling at avarious colleges or institution.

 Focusing in particular on the effectiveness of the dissemination of

information with the influences on their decisions of whether or not to
keep this HEI in their preferred set and to enroll (purchase) will be
investigated.

HYPOTHESIS OF STUDY

The content of the main hypothesis of this study is as follows:

Marketing mix elements and the relationship between students are significant.
Five sub-hypotheses in this regard are as follows:
1. There is a significant relationship between income of parents and their
expenditure power for admission of their children for higher education

2- There is a significant relationship between providing quick and convenient

services to the consumer (student) for their admission in the institute.
3- There is a significant relationship among the variety of courses provided by
institute and increase in the knowledge of student and resources to attract
student in the institute.
4 -The use of advertising to attract customers to attract student in the institute.

LIMITATION OF STUDY

In undertaking this study, a number of problems were faced. Thus the study has
several limitations. The limitations are
a) Lack of knowledge:

As a student, in the research field, I have no past practical experience of data

collection, data processing, data analyzing, integrating and presenting. So it is a
limiting factor for obtain accurate information.
b) Lack of time
For the time limitation I could not gather more information to justify exact
condition. The time constraints are limiting factors.
c) Small sample size:
The study is limited by the size of the sample. As the sample size is very small,
geographical and regional differences could not be included.

D) Customers willingness
Most of the customer of the banks businessman and employee. So, they could
not give me enough time to fill up questionnaire. Also they are not willing or
afraid to provide appropriate data.

CHAPTER 2
REVIEW OF LITERATURE
Of the higher educational marketing mix refers to the employees in the
university. Thus, people refers to all the teaching and administrative staff
through which the service is delivered and customer relation built (Kotler and
Fox, 1995).The importance of people ensue from the fact that the staff are the

most crucial factors for successful service delivery. People also include
institutions current and former students. This is because prospective students
tend to ask about, and check with current and former students on their views.
Lovelock & Wright (2004) suggested that direct involvement in service
marketing means that customers evaluate the quality of employees appearance
and social skills as well as technical skills and consequently this is reflected on
the way of offer is judged. The personal appearance, attitudes and behaviour
influence customers perception of the service [Du Plesiss&Rouseau], 20
students first impression of a higher education institution is often based on
his/her interaction with the people of the institution.

The development of a marketing strategy involves the coordination and

combination of the marketing mix elements. It is the combination and
coordination of the elements in the marketing mix that enables organizations to
meet students need and provide education value. A traditional marketing mix
consists of the element.
Services are perishable and cannot be stored like physical product.

As a service, higher education marketing is sufficiently different from the

marketing of products and it needs different marketing mix. Kotler and Fox
(1995) have developed a version of a marketing mix which is designed
specifically for education institutions, and which seems to address the
limitations set by marketing mix for products. The marketing mix developed by
Kotler and Fox (1995) can be explained as follow:
Program

The first element in marketing mix program. Program is the most basic decision
that higher education institutions have to make. Developing program that
satisfies student wants and needs are critical marketing activity for education
institutions (Hoyer and McInnis, 2001). In higher education there are three main
activities as service offered: teaching, research and community service. Higher
education should evaluate its academic program and service product mix
periodically, and particularly when considering modifications. Quality of higher
education institutions services becomes important as a trigger for customer
satisfaction. But, every stakeholder in higher education has a particular view of
quality, dependent on their specific needs.
Pricing
Price is the amount of money (or some other item that is exchanged or bartered)
that the buyer exchanges for a service provided by the seller (Lamb etal,
2004).In higher education, price usually is related to tuition fees offered, and
any monetary related issues. Pricing has major their parents are concerned about
the financial implication of attending university. According to Kotler and
Fox(1995) price for students, consists of a monetary cost as well as other cost,
for example effort cost, psychological cost and time cost.
Place
The third element of marketing mix in higher education is place or distribution.
Kotler (2008) define distribution as ... In higher education place refers to the
availability of education/program to potential students in the most convenient
and accessible way. A typical delivery mode for education services is for the
institution to present courses at one location, with students gathering for
classroom instruction (Kotler& Fox, 1995). But the element place is not
restricted to geographic location as the information technology development

provides alternatives in delivery the education service. Higher education

institution may use distance learning and new technology in serving their
students to enhance their competitive advantage.
Promotion
Education institution needs to communicate its services to the target market
through promotional strategy. Lamb set (2004) argued that promotional strategy
is a plan for optimal use of the elements of promotion, namely advertising, sales
promotion, publicity and personal selling. The promotion elements that can be
used by higher education institution are determined by the students markets
expectation and requirements of the service and other elements of institution
marketing decisions. Promotion can very well have the central role in the
marketing to higher education. Higher education institution can use pull strategy
and push strategy in promoting its services (Soedijati, 2006).The combination of
promotional mix of higher education consists of direct marketing, sales
promotion, advertising, internet and sponsorships (Rudd & Mills, 2008).The
most critical matter for higher education institution in developing promotion
strategy is to understand the students as their primary consumers.

Process
Processes refers to the way an institution does business and this relates to the
whole administrative system to this element (Kotler,2008).Procedures,
mechanism and the flow of activities by which service are consumed are the
essential elements of the marketing mix (Palmer, 2005).Higher education
institutions need to ensure that students understand the process of acquiring a
service. Process in higher education refer to the things happen in an institution,

such as the process of management, enrolment, teaching, learning, social and

even sport activities.

Physical Facilities and Evidence

Physical facilities or evidence refer to all of the physical, tangible items an
institution makes available to students ranging from brochures to the
infrastructure. Physical evidence is very important because the intangible nature
of the service offered by higher education institution. The environment in which
the service isdelivered, both tangible and intangible help to communicate,
perform and relay the customer satisfaction to the potential customer (Ivy
&Fattal, 2010).Kotler et al (2008) suggest that physical evidence would give the
first impression about the university and usually they see the building and

facilities. Further Gibss and Knapp (2002) add that the condition of the physical
location contribute greatly on the image of the institution. For example:
technologies used, cleanliness of rooms, library, etc.

Student Choice
Student choice is a part of consumer behaviour that is how individuals or group
select buy and use services (Kotler& Fox, 1995). There are five steps in
students choice of selecting a college: there are needs and motives, information
gathering, evaluating alternatives, decision making and post choice evaluation.
Once the needs for studying at the colleges have been recognized, the potential
students then search for the information to meet these needs. Kotler (2008)
classified the information sources as personal and non-personal sources.
Personal sources for examples: family, friends, teachers. Non personal sources:
advertisements, prospectuses, and mass media. The next step that the students
take after obtaining the needed information, then evaluate the alternatives
of colleges that he/she can enroll. The process of evaluating alternatives
involves