Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Project report On Service marketing mix of engineering collage (GNIT, IEC, UGI)


Published on

Project report


Service marketing mix of engineering collage

Published in: Education
  • Be the first to comment

Project report On Service marketing mix of engineering collage (GNIT, IEC, UGI)

  1. 1. Project report On Service marketing mix of engineering collage (GNIT, IEC, UGI) SUBMITTED BY: SUBMITTED TO: NAWNIT KUMAR (266) MR. VIJAY NAGRANI Nileshkumar (267)1|Page
  2. 2. ACKNOWLEDGEMENTIn the name of God, the most benevolent and the most merciful, First of all Iam grateful to NDIM faculty member for conducting this project.This project has been made possible through the direct and indirectcooperation of various person for whom I wish to express my appreciation andgratitude.First and foremost, my intellectual debt is to those academicians andpractitioners who have contribute significantly to the field of service marketingresearch. I would like to express my sincere thanks and deep gratitude to my esteemedguide Mr. VIJAY NAGRANI, for his kind initiative, guidance and valuablesuggestion without which the completion of this would have not been possible.I am beholden to my parents and family, my friends for the blessings andencouragements.However, I accept the sole responsibility for any possible errors.2|Page
  3. 3. Table of content 1. Education services 4 2. Marketing mix in services 6 3. Objective and scope 7 4. IEC group of institutions (7P’s) 8 5. SWOT Analysis of IEC 12 6. United College of Engineering (7P’s) 13 7. SWOT Analysis of United College of Engineering 17 8. Greater Noida Institute of Technology (7P’s) 18 9. SWOT Analysis of Greater Noida Institute of Technology 22 Conclusion and Recommendation 233|Page
  4. 4. EDUCATION SERVICESEducation is a pure service sector which is characterized by intangibility,inseparability, heterogeneity and perishability. Here, the offers are intangible andthe service may be based on the reputation of an individual. It is difficult tocompare the quality of similar services and the buyer cannot return the serviceonce it is availed. The uniqueness of educational services marketing is that, insteadof the traditional 4 Ps, (Product, Price, Place, and Promotion) there are 3 additionalPs (consisting of People, Physical evidence, and Process) constitute marketing mixwith 7 Ps.Education system of India is often cited as one of the contributors to the economicrise of India. Much of the progress in education has been credited to variousprivate institutions. The private education market in India was estimated worth $40billion in 2008 and will increase to $68 billion by 2012. However, India continuesto face many challenges in this context. Despite growing investment in education,40% of the population is illiterate and only 15% of the students reach high school.Monastic orders of education in India was under the supervision of a guru; afavored form of education for the nobility in ancient India. Apart from themonastic orders, institutions of higher learning and Universities flourished in Indiawell before the Common Era. A number of Urban Learning Centers (ULC) becameincreasingly visible from the period between 200 BC to 400 BC. The importanturban centers of learning were Taxila and Nalanda, among others. Theseinstitutions systematically imparted knowledge and attracted a number of foreignstudents to study topics such as logic, grammar, medicine, metaphysics, and arts&crafts. With the arrival of the British Raj in India a class of Westernized elite was versedin the Western system of education which the British had introduced. This systemsoon became solidified in India as a number of Primary, Secondary, and Tertiarycenters for education cropped up during the colonial era.As of 2012, India has 41 Central Universities, 275 State Universities, and 129Deemed Universities, 5 institutions established and functioning under the StateAct, and 13 institutes which are of national importance. Other institutions include16000 colleges, including 1800 exclusive womens colleges, functioning under4|Page
  5. 5. these universities and institutions. The emphasis in the tertiary level of educationlies on Science and Technology. Indian educational institutions by 2004 consistedof a large number of technology institutes. Distance learning is also an exclusivefeature of the Indian higher education system. Indian Institutes of Technology,Indian Institutes of Management, Jawaharlal Nehru University, Birla Institute ofTechnology and Science, National Institute of Information Technologies, IndianSchool of Business, All India Institute of Medical Sciences are some of the well-recognized global players in professional educational services. In the olden daysexistence of „Guru- SishyaParampara‟ in Indian educational system was prevailing.Teachers were called as „Guru‟ and student were known as „Sishya‟. The sishyaused to stay at a „toll‟ or „Ashram‟ of „Gurukul‟ which now have been transformedto „Residential Campus‟, or Hostel. Educational service at that time was a „SocialService‟ and institutions did not have any motive of profit maximization. Thesocial service has recently being shifted to „Commercial Service‟. Hardly there wasany competition to admit maximum number of students in their institutions. WithGlobalization, Privatization and Liberalization since 1991, the educational sector isflooded with large number of private and foreign players, specially the professionalmanagement institutions. Competition among them (government, private andforeign owned institutions), population exploration, government initiatives haveenforced the marketing concept in this sector which was not prevailing in thegolden era.5|Page
  6. 6. MARKETING MIX ELEMENTS OF EDUCATIONAL SERVICESFollowing figure showing the elements of the marketing mix are often referred toas the 7 Ps in case of educational services. These 7 Ps are often used as marketingtool by the educational institutions.6|Page
  7. 7. OBJECTIVE OF THE STUDYThe main objective of this study was to compare the 7p‟s & SWOT analysis ofthree engineering colleges (GNIT, ICE and UGI).SCOPE OF THE STUDYThe present paper is purely based on secondary data source. For the present studythe institutions offering professional courses related to Management, Engineering& Technology, Medical Sciences, Journalism and Mass Communication etc. Butwe have taken only Engineering & Technology into account. The present studyanalyzed various marketing and promotional approaches adopted by theprofessional educational institutions in India. We compare & study the 7p‟s andSWOT analysis of GNIT, ICE and UGI. It has also identified the various toolsused by the professional educational organizations.7|Page
  8. 8. IEC group of institutionsIEC group of institutions is one of India‟s premier educational groups. IEC is rununder the aegis of vocational education foundation (VEF), founded in 1989. IECgroup of institutes provides wide range of courses including Management,Engineering, Hotel management Pharmacy and Vocational education. IEC was anapproved organization of All India Council of Technical Education (AICTE). Over 3500 students, more than 500 foreign students of more than 30nationalities, campuses in 4 locations including Greater Noida, Alwar, Baddi andNanowal, reflects the growth of an idea of delivering the highest quality ofeducation. Under the leadership of Mr. R L Gupta and Naveen Gupta the group hasshown an unwavering commitment to delivering quality education and producingstudents who can excel in the competitive industry environments today. The grouphas also shouldered the corporate social responsibility (CSR) with élan, by takingup the “Go Green” campaign with students at its core. From more than a decade,IEC Group of Institutions has emerged as one of the leading and fast-growinginstitutions in Northern India. It delivers high quality professional educationcomparable with the best in the world. IEC‟s meteoric rise, in such a short span oftime, is exemplified in the birth and evolution of five institutions.Institutes are: IEC School of Engineering. IEC School of Computer Application. IEC School of Management. IEC School of Pharmacy. IEC School of Law.8|Page
  9. 9. The IEC enables excellence for each and every student in each and every aspect oftheir personal and professional growth because inter-personal interaction skills areas significant as technical knowledge and skills. Over a span of 11 years, theyevolved a focused student-centric approach to ensure the employment-readiness ofevery student. The resources provided for classroom study, group study as well asindependent study can employed by students, based on their learning preferencesand students can plan for a fruitful and rewarding future in partnership with theirfaculty and support service groups on campus and owing to the recession in theglobal economy, this is extremely critical for ensuring that students can transcendthe lack of opportunities with exceptional personal excellence.In IEC Group of Institutions, providing quality education has always been close toour heart. Interestingly, we have a team of talented and dedicated people workingon cutting edge of technology, working hand in hand with international communitytoying with new developments in different disciplines more so in Science andTechnology. It was in this context, that IEC Group of Institutions was establishedin a phased manner, in order to bridge these gaps by duly focusing on Research-driven quality education and positioning itself as a catalyst Institution between allstake holders including the students, the academia and the Industry.9|Page
  10. 10. The 7p’sPRODUCTIn case of educational services, the course offered by the institute is B.TechCourse. Engineering is the discipline, art, and profession of acquiring and applyingscientific, mathematical, economic, social, and practical knowledge to design andbuild structures, machines, devices, systems, materials and processes that safelyrealize improvements to the lives of people.Main Engineering Branches Offered By the College B.Tech. (Computer Science & Engineering) B.Tech. (Information Technology) B.Tech. (Electronics & Communication Engineering) B.Tech. (Mechanical Engineering) B.Tech. (Electrical Engineering) B.Tech. (Civil Engineering) B.Tech. (Electronics & Instrumentation) B.Tech .(Automobile Engineering)PRICEThe price is the amount a student pays for the services availed by him or her. It isdetermined by a number of factors including competition, service quality,placement, reputation of the institution, private or public ownership, infrastructure,facilities provided, location of the institute, mode of education, brand name of theeducational institution etc. For this college the fee for this course is 1, 17,300 andthe hostel fee is 80,000 for single bed, 77,000 for double bed and 71,000 for triplebed.10 | P a g e
  11. 11. PLACEThe location of educational institute is Plot No. 4, Institutional Area,SurajpurKasna Road Knowledge Park 1, Greater Noida.PROMOTIONThe communications that a service provider uses in the marketplace are Newspaper Magazine Social Networking sites Live chat option Toll free nos.PEOPLEThere is more than 120 teaching & non-teaching staff that provides services to thestudents.PROCESSThe procedures, mechanisms and flow of activities which lead to an exchange ofvalue are called the process. They uses projectors in classes for teaching, they alsohave interaction sessions every week to clear doubts.PHYSICAL EVIDENCEThe college have good infrastructure, parking facility, playground, hostel, AC classroom facility, computer laboratory, canteen, library, number of books and journals.11 | P a g e
  12. 12. SWOT ANALYSIS STRENGTHS WEAKNESS 1. World class infrastructure 1. Weak management team 2. International collaboration 2. Low placement 3. High qualified faculties 4. Anti- ragging cell OPPORTUNITIES THREATS 1. Improve placement record 1. High competition 2. Improve ranking in india 2. Economical slow down 3. Improve management team 3. External changes12 | P a g e
  13. 13. The United Group, founded by late Shri Shiv Ram Das Gulati in 1951 emergedfrom a transport business to the giants in the fields of education, services,transportation and journalism. The group made a mammoth leap in the educationarena in the mid-80s by being the pioneers in computer education. This further leadto the establishment of United Institute of Management and United College ofEngineering & Research in Allahabad & Greater Noida.Now, with 10 well established institutes in Allahabad and Greater Noida, over7500 students and more than 415 faculty members, the United Group ofInstitutions is poised to reach the next level providing the best technical education.Our establishment offers NBA accredited courses, Quality recognized by theWorld Bank and boasts of more than 3600 alumni base. Our placement scenario isbooming with over 3000 jobs already offered and state of the art facility providedto faculty and students alike.Fortified with these features, the United Group is primed to continue taking theworld of quality education to the highest attainable limits. All the institutions areaffiliated to the U.P. Technical University, Lucknow and are approved by All IndiaCouncil for Technical Education (AICTE), Ministry of Human ResourcesDevelopment, Government of India, New Delhi.Vision: “We aspire to reassert the significance of high quality education byproducing competent professionals who can shape the destiny of our nation into astronger and developed stature.We envisage that high quality education using interactive methodologies will equipstudents to excel as a professional. The values instilled among students whileimparting education, will strengthen the moral and ethical fabric of the nation andrevive the human spirit. The zeal of competitiveness will always be positive andsetbacks will only be catalysts for greater achievements”Mission:“We at United Group of Institutions, aim at creating a workforce ofprofessionals with analytical skills who can dream a better world and transform thedream into reality.13 | P a g e
  14. 14. We will create a dynamic and collaborative climate to broadenour students‟managerial competence; and build an Institute that is resilient, flexible andproductive. We will be recognized for high ethical standards and responsiveness tothe social environment.”Institutions under this group are: United Institute of Management (Allahabad) United College of Engineering & Research United Institute of Management United Institute of Management (Greater Noida) United College of Engineering & Research (Greater Noida) United Institute of Technology (Allahabad) United Institute of Pharmacy (Allahabad) United College of Engineering & Management United School of Business (Greater Noida)Address:United College of Engineering & Research & United Institute of ManagementGreater Noida 50, Knowledge Park-III, Greater Noida (UP).14 | P a g e
  15. 15. The 7p’sPRODUCTThe course offered by the institute is B.Tech Course.Main Engineering Branches Offered By the College B.Tech. (Computer Science & Engineering) B.Tech. (Information Technology) B.Tech. (Electronics & Communication Engineering) B.Tech. (Mechanical Engineering) B.Tech. (Electrical Engineering) B.Tech. (Civil Engineering) B.Tech. (Electronics & Instrumentation)PRICEThe fee structure for this college is Tuition fee – 1,10,000 Hostel fee – 65,000 (per semester)PLACEThe location of educational institute is:United College of Engineering & Research & United Institute of Management -Greater Noida -50, Knowledge Park-III, Greater Noida (UP).PROMOTIONThe promotional activities that a service provider uses in the marketplace are Internet Newspaper Magazines Toll free no‟s Hording15 | P a g e
  16. 16. PEOPLEThe no of persons who provides services weather they are teaching or non-teachingstaffs. This institute have 100 persons involves in teaching and non-teachingservices.PROCESSThe procedures, mechanisms and flow of activities which lead to an exchange ofvalue are called the process. They uses projectors in classes for teaching, they alsohave interaction sessions every week to clear doubts.PHYSICAL EVIDENCEThe college have good infrastructure, parking facility, playground, hostel, AC classroom facility, computer laboratory, mechanical lab, canteen, library, number ofbooks and journals, travelling facilities.16 | P a g e
  17. 17. SWOT ANALYSIS STRENGTH WEAKNESS 1. Fastest growth. 1. Lack of unique teaching & 2. Industry tie ups. research. 3. Recognized courses. 2. Budget limitation for faculty 4. Experienced faculty. development. 5. Different scholarships for 3. Small alumni base. students. 4. Space limitation (office & classrooms). OPPORTUNITIES THREATS 1. Quality growth of students. 1. Competition with other college. 2. Develop more external relations. 2. Faculty turnover & shortage.17 | P a g e
  18. 18. Greater Noida Institute of Technology (GNIT) is one of the premier Institutions inthe field of Technical and Management Education. It has been formed by Shri RamEducational Trust, Noida on no profit basis with a firm determination andcommitment to foster a holistic approach towards the development of Engineeringand Management Education. The Trust was formed in the year 2000 and theInstitute was established in the year 2001.It has been approved by All India Council of Technical Education and affiliatedwith "Mahamaya Technical University", Lucknow. At present it is impartingMBA and B.Tech Courses in different disciplines. Institute has also planned tohave Masters and Doctors Programs in near future.The Institute distinguishes itself from other colleges and Institutes due to itsholistic approach and unique foresighted planning in providing technical andprofessional education with the state-of-the-art techniques. The main objective ofan Institute is to generate a bunch of highly creative professionals, who cancontribute not only in the Human Resource Development but also in the NationBuilding Exercise.All round personal growth of the students and development of fine skills are thekey objectives at GNIT. We groom students as an effective personality forimmediate employment. It may be noted that the U.S.A, European and the MiddleEast countries find qualified & skilled manpower mostly from other developingcountries. India, being a large population of English speaking people, is a potentialcompetitor in providing trained technical and professional manpower to the globalIndustrial Market.18 | P a g e
  19. 19. Mission & VisionTo serve the society and enhance the quality of life through excellence andleadership in professionally relevant education, as an academic community whichis outward looking and committed to innovation and lifelong learningWays of LearningLearning at GNIT can be manifold and you will be encouraged to explore a varietyof different approaches of studies during your time here with numerousopportunities for developing your individual potential.Learning CurvesAt GNIT traditional teaching methods such as Lectures and Seminars arecomplemented by team projects, tutorials and practical assignments. Interactiveeducational questionnaires are available, which permit you to study at your ownpace at your own time.Personal GrowthPersonal growth and professional development are the key objectives of theprofessional education. At GNIT you will develop your ability to thinkindependently, argue critically, solve problems and communicate effectively.These valuable life skills will make you highly employable in today‟s job market.Not only this shall you come out as an effective total personality.Key to SuccessProfessional courses are valuable investment, bringing you immediate rewards anda life time of benefits but it is necessary for you to exert and take advantage of thevariety of the courses which open to you a wealth of career choices. At GNIT, youcan develop your expertise and knowledge in a supportive and stimulatingacademic environment. Studying at GNIT can be as challenging as it is captivating,but plenty of professional advises are available. You can use your valuable timehere and become a committed professional.19 | P a g e
  20. 20. The 7p’sPRODUCTThis institute offer B. Tech Degree. The different branches under this degree are B.Tech. (Computer Science & Engineering) B.Tech. (Information Technology) B.Tech. (Electronics & Communication Engineering) B.Tech. (Mechanical Engineering) B.Tech. (Electrical Engineering) B.Tech. (Civil Engineering) B.Tech. (Electronics & Instrumentation) B.Tech. (Aeronautic Engineering)The total no of seats are- 840PRICE20 | P a g e
  21. 21. PROMOTIONThe promotional activities that a service provider uses in the marketplace are Internet Newspaper Magazines Toll free no‟s Hording Web MarketingPLACEThe address of service provider isGreater Noida Institute of TechnologyPlot No. 7, Knowledge Park - IIGreater Noida, U.P., INDIAPEOPLE No of people involve in providing services are 81 including teaching and non-teaching staff members.PROCESSThis college provides latest technology for delivering their services and havinggood environment for study. There is good relation between student and facultymembers. They have highly equipped labs for different branches.PHYSICAL EVIDENCEThe college have good infrastructure, parking facility, playground, hostel, AC classroom facility, computer laboratory, mechanical lab, canteen, library, number ofbooks and journals, travelling facilities.Computer Labs are equipped with more than 600 computers, which canaccommodate 30 students in each lab. These labs are gear to provide the specialistenvironment for all courses as well as simulated business environment. AllComputers are internet connected by the LAN and also connected with the outsideworld by Internet.21 | P a g e
  22. 22. Computer Labs have Windows, UNIX, LINUX, environments with a host ofsoftware packages relating to various aspects of computer science and engineeringand other disciplines related software like Drawing and Drafting Package (AUTOCAD), Multimedia, Presentation, Film making and editing packages SWOT ANALYSIS STRENGHT WEAKNESS 1. Good infrastructure 1. Low number of faculties 2. High qualified teacher 2. Low placement record (40%) 3. Large number of alumni base 3. Low qualities of technical 4. Ekansh journal publication education 5. High teaching research 4. Low promotion of collage OPPORTUNITIES THREATS 1. Developing placement record 1. Increasing number of collage 2. Improve brand image of collage 2. Other education sector are giving 3. Increase number of faculties better return 4. Open new branch 3. High Competition with other college22 | P a g e
  23. 23. ConclusionFrom above analysis, there is neck to neck competition between GNIT, IEC andUGC. Students are the backbone of an educational institute as well as a nation. Acountry, society and culture become rich when the educational system is well-established. Educational institutes needs to adopt the „student centric approaches‟to remain unbeaten in the turbulent market.Institutes should cultivate „professionalism‟ and inculcate the same among theirstudents. They must ensure quality output from their institutions. Positive „word-of-mouth‟ can be ascertained to create awareness among the target segment.Educational services organizations ought to focus on building stronger networkwith the existing and prospective employers in the country and abroad.In this context „Industry-Academia Interface‟ can be built. Long term relationshipmust be built with the employees and employers. „Student RelationshipManagement‟ (SRM) i.e. relationship with the alumni, can be very useful tool forpromoting the present students and the institution as a whole.23 | P a g e
  24. 24. Recommendations 1. They should realize the expectations of the students and try to meet the same accordingly, if meet, customized services are to be rendered. 2. The institute should design the services which are market and student oriented. 3. Service quality and appropriate delivery process need to maintain properly. 4. Institute ought to keep the promises communicated by them. 5. They should focus on placement. These collage have only 40-50% placement record. 6. They must not allow creating any expectation and perception gap in the mind of their students. Marketing strategy should be adopted which are exclusive for student / customer satisfaction. The Consumer-Centric Business approach should be the appropriate path for them. 7. Student Relationship Management (SRM) must be maintained systematically for the long run benefit of the institution. 8. Alumni are the most important stakeholder and the greatest contributor for the organization. Fair treatment to all the present andformer students is very necessary because of the fact that they act like non-paid brandambassadors of the institute.24 | P a g e