Education is definitely an industry but lots of academic institutes tend to miss the fine line when it comes to education. Here, our young consumers are not commodities

1. Education Branding should be ‘informative’, students should know what is being offered.
“Branding in Education is important for the target audience to know what is being offered. It
should be informative in nature, factual and unbiased. If done with a purpose of selling the
course or the institution, it is bound to backfire. Education is definitely an industry but lots of
academic institutes tend to miss the fine line when it comes to education. Here, our young
consumers are not commodities”, said Dr. Jitendra K Das, Director of Delhi based premiere B-
School, FORE School of Management.
He further added, “Creating perception of what is being offered is fine but at the same timethe
education institute has to perform really
well and live up to the expectations built
thru perceptions created earlier, for all
the stake holders in the value chain –
students, employers and society. If there
is a mismatch it will be lead to disastrous
outcome for the education institute. Our
target audiences have high expectation
levels, to say the least. They are more
informed, cynical to any marketing
messages and smart enough to
understand or turn away from any ‘sales
attempt’ under the garb of branding.
Before undertaking any initiative in
Education-Branding, academia has to
understand the behavioral patterns of students, respect their aspirations in order to meet those
expectations”.
Touching upon Social media and branding communication in the current times,Dr. Das
mentioned that social media must be efficiently tapped as the target group is likely to be there
and not in the print medium.
Dr. Jitendra K. Das was talking on the topic “Branding In Education: Role of Social Media and
Technology” at a seminar recently held in the capital.
Dr. Das, an alumni of IIT-Delhi earned his Doctorate from the University of Toronto, has to his
credit many national and international publications in the areas of Marketing Management,
Advanced Marketing Research, Strategic Internet Marketing and Customer Relationship

2. Management. He has been teaching at IIM Lucknow, IIM Ahmedabad, IIM Kozhikode and was
the founder Dean of the IIM Lucknow Noida Campus. He has a wide-ranging Industry
experience at various organizations including Wipro Information Technology Ltd. He has been a
consultant to the World Bank, IDRC (Canada) and GWB (for GTZ, Germany). He has been a
member of many Policy Level Committees of the Government of India. He has also addressed
distinguished gatherings at national and international forums. He has been awarded
“Transformational Leadership Award" in the LEADERSHIP Awards 2016 organized by
ASSOCHAM India.