Scope of Education in Rural India PPT | Future of Education in Rural Areas | RC&M India Experiential Rural Marketing Firm

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Scope of Education in Rural India …

Scope of Education in Rural India
• Change & Evolution in the Education Scenario in Rural India in last 5 years
• TG Aspirations, Perception & Growth
• Education Market - Scope of Evolution
• Industrial Scenano Example
• Digitized Way of Teaching
• Challenges
• Agency Role in Meeting the Challenges


How the Occupation Perception is changing….
How the Education Perception is changing...
Education Market Scope of Evolution
Education in rural areas
Students Aspirations & Perception towards Educational Institutes
Scope of Educational Institutes in Rural & Semi-Urban Towns...

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  • 1. Scope of Education in Rural India Scope of Education in Rural India
  • 2. Index
    • Change & Evolution in Education Scenario in Rural India in last 5 years
    • TG Aspirations , Perception & Growth
    • Education Market - Scope of Evolution
    • Industrial Scenario Example
    • Digitized Way of Teaching
    • Challenges
    • Agency Role in meeting the Challenges
  • 3. Change & Evolution in the Education Scenario in Rural India in last 5 years
  • 4. Lets look at few figures to understand the growing Rural Education Trend
    • In 2011-12, about 80k rural youngsters were being professionally trained across sectors by Govt. of India
    • About 25% of Colleges offering degree courses are operational in 5 - 10kms radius of the villages
    • As much as 10 different institute brands , offering vocational courses, operate in a semi urban town
    • There are more than 52 million active Internet users in rural India
    • Out of 1,20,591 total schools that have computers, 74% are located in rural areas.
    • About 22% of the children in the age group of 6 – 14 years are enrolled in private schools
  • 5. How the Education Perception is changing….
    • Earlier, the learning was limited to developing knowledge basis family occupation
    • Family traditions were taken forward for pursuing a career
    • Parents aspire & invest for their child to become skilled professionals & not just a worker or a farmer
    • Youth gives due importance to learning new skills for obtaining a job or enhancing business
  • 6. How the Occupation Perception is changing….
    • A Clay Potter from the western state of Gujarat, invented low-cost refrigeration called “Mitti Cool”, made out of terracotta, costing about Rs.2000 only
    • A Farmer invented a motorcycle-driven ploughing machine for fields in a drought-hit region where most farmers could barely afford tractors or bullocks
    • Earlier there was complacency with the resources that were available to a person and; his limited working knowledge
    • A Farmer or Clay Potter continued to produce the same kind of products with the same techniques taught to them by their forefathers
  • 7. TG Aspirations, Perception & Growth
  • 8. How the TG sees themselves…. Learning new technologies Independent & Working in offices
  • 9.
    • TG in the study is classified as :
    25-11-11 Lets further understand the TG
  • 10. The Students
    • The target students are in the age group of 18 to 25 years & belong to Agri families
    • The students begin to seek vocational courses during graduation or while pursuing senior secondary school
    • About 5% of students pursuing vocational courses are working professionals; also seeking skill enhancement courses at centers
    • These students have information about educational centers around towns but are unaware about availability of courses & opportunities
    • 70% of the students are Male students who come from approx. 20 to 60 kms distance
    • 30 % of the students , mainly Females , are from town areas who travel a maximum distance of 20kms
  • 11. The Parents
    • Parents usually farmers, have a landholding of 3 to 5 acres
    • Majority of the parents are illiterate but aspirational for their childrens’ education
    • They are ready to invest in education for their children, though they have no basic understanding of the courses being offered by the Institutes
    • Stability of the institute is the criteria for them to choose the institute
    • They are hesitant of the institute duping them
  • 12. The Influencers
    • An individual who has studied and obtained a job in an office
    • He could be a distant relative or a friend of Students’ parents
    • He is the only door for knowledge for the students
    • Is not much aware about the institutes’ offerings but is looked upon by the students/parents for opinion
    • He also visits the institutes before the admissions and strongly influence the final decision of parents about choice of course & Institute
  • 13. TG Segmentation
    • The trend shows that the priority for students enrolling in an Institute is:
    • Job - 95 %
    • Career Enhancement - 5 %
  • 14. Students Aspirations & Perception towards Educational Institutes
    • Students aspire to get a stable job, irrespective of its salary package
    • He feels he would make his parents proud by earning a living on his own
    His Aspirations
    • He is content with the way of teaching and is confident of a placement
    • Increased his knowledge and is excited to complete his course
    • Does not prefer the Govt. Institutes as there is no placement assistance
    His Perception towards Institutes
  • 15.
    • He wants to add value to his status by enhancing his skills through Vocational courses
    • He relies upon the institutes’ capability to get him a promotion or salary raise
    • He wants to change his profile from administration job to a more refined Accounts job
    • It would help him improve his package & profile
    Working Population (pursuing education) Aspirations & Perception towards Educational Institutes
  • 16. Job Preferences Why these Jobs ?
    • The students see people around them doing such jobs and get influenced
    • Awareness levels of other technical jobs are low
    • Ready to move in cities for jobs
    Package is average but requires formal training
  • 17. Education Market Scope of Evolution
  • 18. How the Education Market is evolving…. More & More Educational Institutes are coming in existence in Rural & Semi-urban towns
  • 19.
    • The educational market in the Rural & Semi Urban regions can be classified as:
    • the Branded Educational Institutes
    • the Local Educational Centers
    Education Market Understanding
  • 20. Scope of Educational Institutes in Rural & Semi-Urban Towns Scope of Educational Institutes is assessed on the basis of number of seats that are occupied in a semester 120 Seats Occupancy 300 Seats Occupancy 500 Seats Occupancy
  • 21. Lets see an example for Industry Scenario …..
  • 22. v Rajasthan Scope of Education Institutes ~500 seats ~300 seats ~120 seats Non Technical & Technical Courses are also offered Courses offered are English Accounts & Networking High Potential Medium Potential Low Potential
  • 23. Current Focus – Deeper Penetration based on potential Alwar as a medium potential market targets to reach out to Villages deep down 60-70 kms Ajmer as a high potential market targets to reach out to Villages around 40-50 kms
  • 24. Institutes Scan - Alwar
    • Branded Institutes
      • Indiacan is one of the institutes in Rajasthan which has the maximum number of its owned centres
      • Institutes like Jetking, SCL , NIFA , ICA etc have franchisees, but no company owned centers
      • Most popular courses at these Institutes are English Speaking , Hardware Networking & Financial Accountancy courses
      • English Speaking courses usually have duration of 3 months – 6 months
      • IT courses & Financial courses have a duration from 6 months – 2years
      • Job Placement Guarantee is given to the students
    • Local Centers
      • Local Institutes like Rajiv Gandhi Computer Institute, Gurukul, Alfa Academy are some local institutes present
      • Local Institutes offer single Application courses like Tally, MS-Excel, Call Center Training, Basic English Language Training etc which are short duration i.e. from 7 days – 3 months
      • There is no job placement guarantee with these institutes
    25-11-11
  • 25. Alwar as a Market Limited hangout joints for the students in and around the villages. Eating joints are near Bus Stands and at small market place in the village.
    • Sarpanch holds a high value in the village and is one of the major opinion leaders
    • Job availability is very limited
    • Local educational institutes lack basic infrastructure though less expensive
  • 26. Digitized Way of Teaching
  • 27. Digitized Way of Teaching
    • Digitized Way of Teaching is picking up in rural & semi urban towns as well
    • Live Video Conferencing, Interactive sessions help the students learn by viewing live video sessions
    • Educomp & IndiaCan are extending this technology to rural & semi urban towns as well
  • 28. Digitized Way of Teaching Challenges
    • Even though scope of Digital Education is vast in semi urban or rural towns , it is quite challenging to make the concept understood to the TG initially
    • The words like “video conferencing”, “live sessions” are completely incomprehensible to TG
    • TG, when told about the technology, just do not show interest to come to institute & witness the technology
  • 29. Challenges
    • TG is not even aware about the kind of jobs they can get after pursuing a course
    • Do not clearly understand what is communicated by institutes marketing teams
    • Local Centers offering short term courses for lesser fee & duration lure students to save time & money by studying at their centers
    • Branded Institutes do not have enough Manpower to work for Students’ Counseling & to spread Awareness amongst TG
  • 30. Agency Role in meeting the Challenges
    • Confused TG needs proper Guidance & Expert Counseling
      • Since TG does not have a proper source that can provide them with sound career counseling, they do not get the best out of the institute also.
      • Some students after joining IMS course realized they wanted to do Tally because no company nearby is hiring students who have done IMS
    •  
    • Needs Financial Assurance
      • Farmers want to spend on their children’s secure future but sometimes just with a margin less of money, they are not able to make their children enroll for the courses
      • Even TG with good income is not willing to give away the complete amount as they do not have trust on the institute because they have not heard about it.
    •  
    • Relevant communication is the utmost requirement
      • No one in such areas understand Digital education
      • Due to institutes’ limitations in remote areas they have not been able to show case the videos to the rural people about how classes are done
  • 31. Agency Role in meeting the Challenges
  • 32. Thank You