CHAPTER 1

INTRODUCTION

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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.
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing
specific actions to be accomplished in the current year. Time horizons covered
by the marketing plan vary by company, by industry, and by nation, however,
time horizons are becoming shorter as the speed of change in the environment
increases. Marketing strategies are dynamic and interactive. They are partially
planned and partially unplanned. Marketing strategy needs to take a long term
view, and tools such as customer lifetime value modelscan be very powerful in
helping to simulate the effects of strategy on acquisition, revenue per customer
and churn rate.
Marketing Mix Modeling is often used to help determine the optimal marketing
budget and how to allocate across the marketing mix to achieve these strategic
goals. Moreover, such models can help allocate spend across a portfolio of
brands and manage brands to create value.

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An organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market
research and focus on the right product mix in order to achieve the maximum
profit potential and sustain the business. The marketing strategy is the
foundation of a marketing plan.

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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 postdiploma offering institutions in the country with an annual intake capacity of
over 1.2 million.

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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

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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.
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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.

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Introduction to the topic

Intensive development of society and commerce leads to expansion of the
service sector, and in such manner it becomes a propagator and dominant force
in developed countries, which indicates the necessity of getting to know the
significance and specific nature of marketing within the service sector.
Considering the education that represents a service activity and its market
influenced by various circumstances, educational institution management
permanently finds itself facing the pending problem of how to provide its offer
and marketing strategy with ever- changing market requirements. Today,
education management is considered a survival condition, as well as a condition
of modern society development. Competitive institutions are called only those,
which, in the easiest way, adapt to changes of the environment and first adopt
innovations. Application of a marketing strategy enables quality improvement in
the system of higher education through synergistic application of marketing mix
in order to create a service that corresponds to the expectations of target market
and deliver a superior value. Competitive advantage is more and more basing
itself on intangible assets (the know-how and expertise of teaching staff, quality
of lectures, team work, staff development, etc.), which the competition cannot
acquire or successfully imitate in a short period of time. Communication of a
higher education institution with target market requires a specific approach,
since the decision on the choice of faculty is made once in a life-time. It is
defined by time and the decision-making process depends on the family, friends,
school and media and therefore it has to be created in a way in which a mixture
of marketing communications influences stated segments of target public.
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Communications, environment, corporate behavior (reputation, innovation,

financial power, social responsibility, management quality) shape the image of
an educational institution, which, from a long-term aspect, provides competitive
ad- vantage and service user loyalty. Also, the price, as one of marketing mix
instruments, should, at the same time, be considered as a significant element of
educational institution strategic planning, which is often (especially in our
background) crucial when deciding which faculty to choose. When defining
marketing activities (marketing mix) for educational institutions, special
attention must be paid to service distribution, i.e. it is necessary to predefine
attractive geographic frame, in which service delivery will be in accordance
with the needs and requirements of the target market, respecting the factors
(economic, political, sociological, technological, ecological, etc.) acting in a
particular background. The Education Reform in Serbia has prompted all
educational institutions to market-orient their business activities, considering
insufficient, inadequate application of marketing and marketing instruments so
far. Continuous monitoring and harmonization of modern achievements with the
needs of the target market influence overall perception of service quality and
user satisfaction.
Marketing in Education
The main goal of marketing in higher education institutions is to define quality
education sys- tem, market-oriented, whereby one cannot ignore the institution
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. Basic role of a marketing strategy is to combine
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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. Formulation of a higher education institutional marketing strategy includes
decisions about:
1. The institutions current programs and markets whether to maintain, build,
or drop them.
2. Future new program and market opportunities.
3. Analysis of competitors.
4. Positioning of the institution in relation to competitors.
5. Selection of target markets and designing of the marketing mix. Creation of
marketing mix service concept needs to be realized in a way that provides
synergy between marketing, process management and human resources
management.
Marketing Mix Strategy
Marketing mix has both communicative and operative functions. Importance of
marketing mix needs to transfer to users the relevancy of services for their
needs or preferences. Operative function aims to remove boundaries in
transactions or exchange, so that the users, who have opted for that service, can
enter the exchange process with minimal effort. Positive synergy comprehends
special combination of instruments resulting in extra effectiveness, efficiency or
both. Different combinations of marketing mix instruments provide comparative
advantage in education market.

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Education as a Product
When it comes to educational offers, Kotler firstly refers to curricula and
services. Offering services involves special challenges because most services
are intangible, inseparable, variable, and perishable. Most services do not exist
until the service provider performs the service, usually in the presence of the
customer. The limitations of services vis--vis products also comprise the
strengths of services. The professor can expect responses from students their
puzzled looks during a lecture or their vague answers on a quiz and modify
the course content and explanations. The majority of services represent
combinations

of

tangible

and

intangible

elements

(they

are

not

completelyclean, mainly containing some physical elements) and services are

analyzed on three levels: substantial, tangible and increased. By understanding
these levels, marketing managers can shape a service in a way which is
attractive to the users. The essence of educational services can be perceived
differently, depending on students expectations and wishes. The essence of a
service is not determined only by user experience with that service, rather their
understanding/perception of the service without experience. Therefore their
decision is also determined by other sources, such as: media, friends,
associations etc.
Price/Tuition Fee
The price is one of marketing mix instruments, which, combined with other
instruments, should al- low the realization of industry goals, the educational
institution mission, and the realization of short- term and long-term industry
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goals. The price can be viewed as an economic, but also as a psychological

factor. From an economic point of view, the price determines income and profit,
and psychologically, the price determines values that a product or a service has.
It is a quality indicator and equally affects the image and the other elements as
well. Due to the specificity of the very service, intangibility of price
determination requires a special approach, since the price is considered an
important strategic element in an attempt of service organization to achieve
competitive advantage in the market. The price of a service influences users and
informs them not only about the quality they can expect from the service, but
also about its costs. As stated above, the price needs to be considered both from
the economic and psychological point of view. The price for users has multiple
meanings it influences their perception and it informs them on what they can
expect from the services in terms of quality and costs as well. Administratorsin-charge for price formation in higher education institutions are not often aware
of the significance the price has for a user. For instance, the price, formed by
some educational institution, does not represent the only cost for the user. The
following diagram shows some costs and benefits for the users. In addition to
the monetary price, users face other costs, such as costs for effort, physical costs
and time costs.
Promotion Communication Of Higher Education Institution With Target
Market
Promotion is a process of communication is- tween a university and service user
with an aim to create a positive attitude on products and services, leading to
their favoring in the process of purchase on the market. Promotion is efficient if
other instruments as well (product, price, distribution, people, process and
environment) efficiently perform their roles, i.e. promotion cannot compensate
for weak- nesses in efficiency of other instruments.

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Effective communication comprehends that a university understands students

needs and wishes. The university should have the know-how in coding a
message, which is reflected in the way students are to decode it. It needs to send
out the message via effective medium, communicating with the target group. It
also needs to develop a feed-back channel, in order to the know-how target
group reacted to the message. The communications planning flow should begin with considering the target audience and work backward to the
communicator. The marketing communicator must make the following
decisions
1. Identify the target audience,
2. Clarify the sought response,
3. Develop a message,
4. Choose the medium or media,
5. Select source attributes, and
6. Collect feedback.
These planning steps are essential for effective communications, whether
advertising, marketing publications, or public relations are used. In order for a
university to be successful, it has to find a way to promote its products and
services. Higher education institutions should effectively communicate with
their products and public. Its not enough only to have good curricula and
competitive prices, but the service user and all the interested need to be
informed of the goals, activities, offer of the institution and motivated to join
and become users. That communication takes place in several forms. Faculties,
schools and other educational institutions are always (speaking for them- selves)
sending out a message to the public on their existence regardless of whether
they formally have a communication program or not. Also, the institution must
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determine and get a comprehensive insight into information needs of internal

environment (faculty, staff, existing students and others within the internal
environment, etc.). In order to use appropriate communication channels it is
necessary to perform grouping of marketing communications: personal sale,
sale improvement, advertising, publicity, public relations, and sponsorships,
direct marketing, etc.
Educational Service Distribution
The main question concerning the delivery of educational services is How to
make programs of higher education institution more accessible and acceptable
for students? When it comes to the location of the institution, we should bear in
mind multiple meanings of that term. First, the location can refer to the place
where the institution is located. Then, it can refer to the characteristics of the
area in which the institution is located. Location can also have a relative
meaning, i.e. it can be viewed in relation to where current and future students
and high school students live. Most educational institutions have already had its
buildings in one or more places. Usually, when an educational institution starts
to think about improving efficiency of its work that is sought to be realized
within the existing facilities. The institutions, in the first place, consider how to
attract the users, to the existing buildings, while the idea of getting the clients
more familiar with their offer is accepted slower.
People in Educational Institutions
People, as a key instrument in educational process, are constituted of curricular,
extracurricular staff, students and other partners in the environment, doing
business with the university. Curricular and extracurricular staff together
participates in service delivery and influence perception of service users. All the
students that participate in service delivery influence the decisions of a service
user, depending on the nature of that service. How the participants dress, their
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personal opinion and behavior influence the perception of a service user. Those,
who provide service or persons in personal contact with future service users, are
highly important, considering that direct contact is dominant because the one,
who delivers the service, creates the service. Research has shown that
contribution of these agents can be the key in a success of a service institution.
Staff
Internal marketing refers to management of necessary actions, in order to
provide understanding of all organization members and in order for their roles
to be accepted in implementation of marketing strategies. This means that
everyone in vertical hierarchy from rectors, deans to lower qualified staff, have
to be aware of the significance of the role they perform, as well as of their
contribution to marketing strategy implementation. All employees have to
recognize intentions and requests of the students, as well as specific nature of
services, shaped with marketing concept. Staff motivation is improved with
training and education. To maintain and develop effective, friendly and
informative internal channel communication and interaction among employees
and departments, it is necessary to have open communication through the
institutions. Communication is also important in development of internal
relations in the institution. Even the best intentions are useless if they are not
communicated in a proper way
Students
Process of selecting a faculty is a key decision in the life of every individual and
requires information on alternatives, as well as on how those alternatives are
ranked in relation to concrete situations.
Many decisions about educational choice (and about making significant
donations) are high involvement decisions. High personal involvement usually
is present when one or more of the following conditions exist:
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1. The consumers decision will reflect upon his or her self-image and could
have long-term consequences.
2. The cost to carry out the decision involves major personal or economic
sacrifices.
3. The personal and social risks of making a wrong decision are perceived
as high.
4. There is considerable reference-group pressure to make a particular
choice or to act in a particular way, and the target consumer is strongly
motivated to meet the expectations of these reference groups
Teaching Process
Observing a service process, education falls into a category, which comprehends
treatment of mental stimuli that refer to intangible actions oriented towards
conscience of people. In this process, a student needs to be mentally present, but
can be located either at the very location where the service is created
(classroom) or at a distant location connected over telecommunication
networks. Considering the characteristics of a service process, managers must
have a clear insight in the benefits of educational services, understand the
students, and formulate channel distribution strategies and shape service
providing system (using information technologies). Educational services are
personal and characterized by intensive, intellectual, emotional and/or physical
participation of students in a service process. Services are often realized in a
number of steps, which, basically, constitute the very service process.
Production and consumption of education- al services take place simultaneously
and students participation in it is rather important. They evaluate service
quality, hence the shaping of the service process detailed planning on how to
provide a service is vital to maintain (improve) educational service quality.

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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.

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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.

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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.
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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.

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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
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REVIEW OF LITERATURE

REVIEW OF LITERATURE

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 customers need and provide customers value. A traditional marketing mix
consists of the following elements: Product, Price, Promotion, Place (Kotler,
2008). Higher educations have all the characteristics of a service industry, which
are:
Customers do not obtain ownership. Customers usually derive value
from a service without obtaining ownership of any tangible elements.
Service products are intangible performances. Intangibles refer to
something that is experienced and cannot be touched or preserved.
Customer involvement in the production process. Customers are often
actively involved in helping to create the service product by helping
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themselves

or

by

cooperating

with

the

service

personnel.

People as part of the service product. Given the fact that different service
personnel mat deliver the service to customers, it is difficult to achieve
uniformity in service delivery.
Importance of time. Customers have to be physically present to receive
services
.
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 mixis program. Program is the most basic
decision that higher education institutions have to make. Developing program
that satisfies consumers 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.
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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 al(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
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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.
People
The people element 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 behavior
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.

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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 customers 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 behavior that is how individuals or group
select buy and use goods or services (Kotler& Fox, 1995). There are five steps
in students choice of selecting a college: there are needs and motives,
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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 the reduction of choices until one or two remain (Kotler
and Fox, 1995). The student evaluates the potential colleges based on a number
of attribute such as: the program, the cost, the facilities, the process, the teachers
and the location. The final step in the decision making process, namely the post
purchase phase, consists of four components: post purchase dissonance, service
product use, service product disposition and purchase evaluation. Kotler and
Fox (1995) suggested that each of the marketing mix elements plays a crucial
role on its own in students selection of institution; however, the importance of
each P and the importance of different sub components within those Ps are
varied between different educational settings.

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CHAPTER 3
ABOUT COMPANY

Page | 28

Overview
Keeping in mind the growing need of management education the A.C. Patil
College of Engineering and Management Studies introduced the Master in
Management Studies (MMS) program in the year 2007.

Mission
Inspired by Saraswati, the goddess of knowledge, our symbol signifies on
evolution of the quest for knowledge. An elevation of ideas and ideals that
propel the seekers of knowledge and practice of management to great height
with an Indian perspective. This belief drives our mission, wherein we envisage
the creation of a unique world and to provide quality and excellence in
management studies to make our students globally competitive. A world where
young minds, future leaders and doers-together create a better tomorrow.

Description
The Annasaheb Chudaman Patil college of Engineering (ACPCE), established
in 1992, is a professionally managed premier institute dedicated to the cause of
technical education. In year 2007, the ACPCE crossed one more milestone with
establishment of Master in Management Studies (MMS), two year full time
management course of university of Mumbai. Since its inception, it has worked
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tirelessly for the highest academic achievements of its students in technical

education. The primary aim of this leading college is to promote knowledge in
technical, scientific and managerial skills that is in a class of its own. The way
forward has been through an excellently faculty, innovative teaching
methodology with hands on experience, a sound curriculum content and state of
the art facilities. ACPCE is an offspring of the Jawahar Education Society, the
group that runs several schools and colleges for formal and technical education.
Our aim is to provide qualified and appropriately trained technical and
managerial professionals to cater to the countrys ever growing engineering and
managerial needs. Today, ACPCE is having full-fledged building to its
conglomerate.

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Faculty Position of the Institute

Department

Professor

AssociateProfessor Asst. Professor

Electronics and

01

05

20+4

Electronics Engg

01

02

09

Computer Engg

01

03

13

Information Technology

01

01

10

Electrical Engg

01

02

12+4

Instrumentation Engg

00

02

10

Basic Sciences

00

03

29

Total Faculty (Engg)

05

18

111

MBA (MMS)

01

00

07

MCA

00

01

11

Total Faculty (Management)

01

02

17

Total Faculty (Institute)

07

20

127

Tele Comm. Engg

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Courses offered
The courses offered at A.C. Patil College of Engineering, Management Studies
and Research are approved byAll India Council for Technical Education, New
Delhi, Directorate of Technical EducationMaharashtra state & Affiliated
toUniversity of Mumbai.
Course Name:
Computer Engineering
Electronic Engineering
Electrical Engineering
Electronics and Telecommunication Engineering
Information Technology
Instrumentation Engineering
Master in Management Studies (MMS)
Master of Computer Application (MCA)

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CHAPTER 4
RESEARCH METHDOLOGY
A systematic study carried out in order to add available knowledge using
scientific procedure which is communicable & it is known to all concern for
critical review of further verification.
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically.
Method of data collection
Secondary data:
The information available on the internet has been other major source. Online
articles, blogs and reports have been particularly made use of.
Observation method:
The observation method is the most commonly used method specially in studies
relating to behavioural sciences. In a way we all observe things around us, but
this sort of observation is not scientific observation. Observation becomes a
scientific tool and the method of data collection for the researcher, when it
serves a formulated research purpose, is systematically planned and recorded
and is subjected to checks and controls on validity and reliability.
Advantages:
Subjective bias is eliminated
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 The information obtained under this method relates to what is currently

happening; it is not complicated by either the past behaviour or future
intentions or attitudes.
This method is independent of respondents willingness to respond and as
such is relatively less demanding of active cooperation on the part of
respondents
Disadvantages:
It is an expensive method.
The information provided by this method is very limited.
Sometimes unforeseen factors may interfere with the observational task.

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