Marketing of Academic Institutes Universities, etc. Long term plan, short term plan, strategies involved, Philosophy of Academics, Value addition, Professional Practice, certification,

1. Marketing Strategies
for
ACADEMIC INSTITUTE
Prof. Samirsinh P Parmar
Asst. Prof. Department of Civil Engineering,
Faculty of Technology,
Dharmasinh Desai University, Nadiad, Gujarat,
INDIA
Mail: samirddu@gmail.com
Thinking Ahead
of
Common marketing
Prepared and Presented By

2. From the heart of Author
• There is no requirement to make marketing of “ Really Valued Engineering
Colleges” but there are ghost* institutions that create unhealthy competition in
the educational Industry by just doing marketing of it.
• Educating students from all perspectives is the essence of the Academic
process and Students are the basic entity of marketing strategy.
• Faculties are the second most important factor that can put the Institution on
the Global Map, with maintaining disciplined (ethical acts) of marketing.
Marketing of Academic Institutions- By. Prof. Samirsinh P Parmar
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*Please do not wear suitable cap ( i.e. what ever u like, consider it … )

3. A Sentence from “ Chanakya”
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English: “ A teacher is never common, destruction and development are playing in his/her lap”
Shikshak Kabhi Sadharan nahi hota,
Pralay aur Nirman uski god me palte hai.

4. Introduction
• Why to market Institute?
• Why to maintain Discipline in marketing strategy?
• Step by step marketing.
• Possible outcomes / Advantages of Marketing.
• Closing Remarks.
• References
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5. Why to market Institute?
• Healthy competition between Unhealthy institutions.
• To get Intelligent students as well as Faculty.
• Quality improvement of the academics and non-academics performed
by the institute.
• Establishing new milestones in the academic industry.
• Improving economics and resources.
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6. Types of Marketing Policy
1. Broad-scale Policy
2. Small scale Policy
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7. 1. Broad Scale Policy
• It targets the global community as well as the national community.
• Wish to put the institute on the Global map
• Intense to let the world know regarding institute.
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8. 2. Small Scale Policy
• Targets local district, state, or national community.
• The intense is to increase admissions
• Indirectly creating business in academics.
• Attracts local community.
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9. Broad Scale
Policies

10. Marketing by Research Publications
• Publish quality research papers in peer-reviewed journals.
Advantages:
• Place the institute on a Global map
• Attract good researchers and quality students to the institute
• Chances to grab more research funds allocated by Government or Concern
agencies.
• More PATENTS and COPYRIGHTS
• The sale of patents can earn money.
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11. Titles for research Publications *
• Elsevier
• Springer
• Taylor and Francis
• Nature
• ASCE
• ASTM
• AASHTO etc….!
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* Name of journals are just for examples, its not here for any marketing or favor.

12. Patents and Copyrights
• No. of patents and copyrights of a particular institute indicates the
quality of research and its international validity.
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13. Intellectual Property of University or Institution
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Institute should
emphasize more and
more on research-
oriented activities, which
brings name and fame to
both institute and
researcher.

14. Marketing by organizing Conference,
Seminar, Workshop, Symposium
• By organizing events and inviting target groups (Students, Faculties,
Researchers, Scholars, and Experts), the institute can be visualized in a real
sense by visiting each and every corner of it.
• Institute can make a show of the Infrastructure of the institute, working pattern,
culture, freedom, rules, and regulations, trends, quality policy, and achievements.
• The hospitality provided to the guests results in the Name and Fame of the
institute.
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15. Marketing by Sponsoring Students
• Sponsoring students to off-campus tech, sport or cultural events can
register institutes presence at various levels like district, state, national
and International.
• Talented students can earn a Name and Fame from the institute.
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16. Sponsoring Faculties
• Sponsoring faculties for attending Training Programs, Workshops,
Seminars, Members in Reputed bodies like ISTE, IGS, etc can market the
institute among faculties of other institutions.
• Advantages:
Skilled advertisement
Reliable Marketing
Can fetch quality faculty to the institutes
Increased essence of the academic activities.
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17. Marketing by Public Seminars
• Institute can arrange a Public seminar on
general topics for awareness in society by their
own expert faculties.
• Advantages:
Increased interaction between institute and
public.
Institute can behave as a trendsetter within a
society.
Public welfare always reverses back.
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18. Marketing by Placement
• Show the famous companies as Placement
•
• No of the students achieved jobs under placement.
• Salary/ Packages they get.
• Maintain constant touch with the placed students, because they can
fetch even more placement and market the institute.
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Making high placement
numbers requires the
best Training and
Placement facilities and
Policies of the
institution. “It's really a
Tough Job”

19. Placement companies
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Highlight Reputed Companies and Highest Packages can Improve marketing of Institute
Presence of Reputed companies for placement really matters.

20. Marketing by inviting Celebrities and
personalities
• Institute can arrange an expert talk, seminars, workshops conducted by famous
personalities and the same can be published on its own website as well as on
Youtube.com
• Institute can invite such personalities in Convocation as chief guest, in cultural
programs as Main celebrity attraction, etc.
• These celebrities demand huge money, but the reward is also good.
• The personalities with ethical values does not demands for money.
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21. Marketing by setting up records
• Institute can earn name and fame by setting various records as a footprint to the
progress of it.
• Registering records in Guinness book, Limca book of records, etc.
• A true record does not need any agency for publicity.
• Records such as largest, tiniest, thinnest, first time ever, etc can be possible to set up.
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22. The Milestones to Highlight
• Highest placement among institutes of the state.
• Largest accommodation facility.
• The highest number of students getting a degree.
• The highest average score in final degree examinations.
• Highest no. of participants in National/ International events.
• Highest performance in GATE / like other, examinations.
• No. of start-ups from the institute.
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These milestones
must be the
extracted truth, there
should not be a
fraction of fake data.

23. Incubation Centre for
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• A separate Incubation center should be there in
a University, which will provide guidance as well
as funding for “ Startups”.
• Ultimately the product in a market will have the
logo of the Institution, which will lead to further
marketing of the Institution.
• It builds strong Alumni- institute relationships.

24. Certification & Accreditation
• This certification is sometimes really worth indicating the quality
of the institute in every aspect.
• Institute can show the logo of certification in mark sheets, degree
certificates, event certificates, and banners of the institute.
• Institute can increase the number of certifications to advertise its
quality policy.
• Nowadays “ International Accreditation” is one trend for the
globally reputed institutes, it should be achieved… !
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ISO Certification
Accreditation grades
Affiliation
MoU etc

25. Logo’s of the Accreditation Agencies
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26. Logo of certification and Accreditation
• The same can be displayed on institute website, degree certificates, letters
of communications, institute events, alumni functions, awards and
reports/results of consultancy services.
• It makes difference to market quality policy of the institute.
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27. NIRF Ranking
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The National Institutional
Ranking Framework
(NIRF) has been
accepted by the MoE and
launched by Honorable
Minister for Education on
29th September 2015.
This framework outlines a
methodology to rank
institutions across the
country.
https://www.nirfindia.org/Home

28. Degree Certificate
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Design, font style and security features really matters !!!!!

29. Marketing by Institute News letter or Brochure
• Describe institute in colorful ways including horizontal and vertical information.
• Also, describe the quality policy and future goals of the institute.
• Describe how the institute is playing an outstanding role among similar institutes
within the interested region.
• Periodicals/ Newsletter provides continuous information regarding
achievements, activities, events, and developments of the institute to the target
audience.
• The brochure is representing the institute as a Product for students and their
families, hence must be prepared accurately.
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30. Marketing by Institute News letter or Brochure
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31. What information A Brochure must have?
• Establishment Year and historical
progress.
• If it runs by Charitable trust then
an introduction to it and its
welfare activities.
• Organization chart and academic
policy of the institute.
• Branches and sub-branches of
the disciplines.
• The Total number of intake of
students under various heads.
• Course structure and electives.
• Industrial training/ Internship/
Fields studies if any?
• Placement results and
achievements.
• Degree of the Faculties.
• Faculty achievements
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32. What information A Brochure must have?
• No. of research publications by
faculties.
• Patents and Copyrights owned
by institute and Faculties.
• Various R & D facilities available
in the institute.
• Outstanding laboratory facilities.
• Soft computing tools (Software's)
available /owned (Licensed) by
institute.
• Campus map, area, location,
architectural beauty, sports
ground, auditorium, Open-air
theater, gymnasium, canteen,
hostel, library building can fetch
more attention in brochures.
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33. Marketing through News Papers
• Have separate cells in the institute.
• Highlights activities, events, achievements, and future programs in the local language in
the local region.
• Considered to be the real groundwork for marketing in the local region.
• It can increase and establish the institute-society relationships.
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34. Marketing through Internet
1. Institute website:
2. Through other media
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35. Why is Digital Marketing the best means
to impress students?
• There are various reasons that make digital marketing the best means of reaching out to
the majority of the student population today. Some of these are:
• Students are already searching online for educational and training courses.
• Students spend more time on the internet rather than in front of other media including
television.
• Display advertisements on the internet are highly effective and outperform traditional
advertising.
• Parents and guardians have started to judge a school or college based on its website and
its online presence.
• Most students have also begun to judge a school or college through its online presence.
• The internet is today the most favored channel for applying and making admission
queries.
• Expatriates and outstation students rely heavily on the web for college admissions.
• Parents and students now consider the web as the most convenient means for carrying
out admission processes.
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36. 1. Institute website
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Kindly Refer the same in GOOGLE to find out- - - - Why their websites are best ???

37. 2. Other media on Internet
• Facebook page owned by institute
• Facebook page by institute alumni.
• Quora
• Google Reviews
• Registered students blog.
• Institute archives.
• Institute –industry relations blog
• Consultancies carried out by Institute
• HR contribution by institute.
• Community services (NSS, NCC)
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38. Local Marketing

39. Campus : Architecture, Planning & Personality
• It really matters.
• Focus on arrangement of Building blocks ( Vertical and Horizontal
Development)
• Good landscaping
• Good Entry gate.
• Nice architecture of Canteen and Library.
• Separate café and food plaza.
• Good interconnected road/ pavement
• Sign Boards indicating campus facilities location.
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40. Reference campus :
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41. Reference campus :
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42. Laboratory Facilities:
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MSU, Vadodara. Mech. Lab. Computing Facility Geotechnical Engg. Lab

43. Hostel Facility:
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Photo Archives: IIT Kanpur

44. Necessary approval and affiliations
• AICTE Approved
• UGC Affiliated
• ISTE membership
• Indian Council of Medical Science etc… etc…
• Laboratory facilities : Approved by ISO, NABL etc…!
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45. Local marketing and branding the institute
• Dress code contains the logo of the institute.
• Institute TIME piece indicating digital time, temperature, and date along with the
illuminating logo of the institute, located at key positions within the campus.
• Podium, duster, pen stand, institute calendar, planner, etc must have the logo of the
institute.
• Convocation dress creates memories for a lifetime, “ Upvastra” can be designed
with institute slogan (sloka) and logo as lifetime memories to students.
• Batch mates snaps (for e.g. Three idiots) (includes all faculty members and all
passing out students)
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46. Local marketing and branding the institute
• To make famous any event organized by institute, it can be highlighted in
local city by means of arrangement of High altitude large gas balloon.
• Also a march , run or marathon can be arranged for such an event.
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47. Celebrating Foundation day
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https://www.youtube.com/watch?v=WS5cAEhfKLI
https://www.youtube.com/watch?v=UBRbgoO77Ss
Largest oral health lesion:
Largest eye-donation pledge:

48. Celebrating Jubilees…..!
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49. Banner of Institute on Bus while on Education tour
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50. FAREWELL FUNCTION/ CONVOCATION
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51. Farewell Photo of Passing out Batch along
with Faculty Members
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52. Cultural Programme “ Antaragni ” @ IIT Kanpur
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Attracting participants Nationwide
Invite celebrities worldwide

53. Convocation
• Highlighting convocation function
as a big celebration helps to
market the institute.
• It set trend/ ritual of the institute.
• Invited guests, relatives,
celebrities can market the
institute.
• Invite reporters of local and
national media.
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Dr. H.M. Desai –Vice Chancellor Awarding degree to
Scholar student, Dharmsinh Desai University, Nadiad,
Gujarat, India

54. Marketing of Academic Institutions- By. Prof. Samirsinh P Parmar
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Convocation : DDU , NADIAD, Gujarat, India
Convocation: CEPT University, Ahmedabad, India, Following Indian Culture Dress code

55. CEPT University,
Get together after Convocation
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CEPT university , a true independent
university from British Rule. Following
Traditional “ Bharatiya” dress code.
Salute to admin… !

56. Mementos for Degree holders as Permanent
Memory and Gift from the institute to
individual Student
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57. Institute Logo
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Designer logo matters

58. Branding by T-Shirts
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59. Branding by T-shirts
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For students in a campus
For Faculties, staff etc..!
For sports events etc etc…!

60. Marathon or Campus Run
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Arranging marathon
organized by institution
, registers an effective
presence of the
Institute in social
service and Noble
cause.

61. MoU or Inter Institute Agreement
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MoU for Teachers Sharing
MoU for Student Sharing
MoU for Industrial Training
MoU for sponsoring Events in Institute
MoU for Industry institute Interaction
MoU for Industry tour and Technical Visits
MoU for Workshops and Seminars
MoU with government
MoU with Social Bodies
MoU with local Municipal corporation
MoU with NGO’s.

62. High Altitude Marketing balloon
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Outstanding events can be highlighted like this

63. Alumni Meet
• Strong alumni culture gives really -really nice Marketing strategy.
• It inculcates only by ethical academic performance of institute.
• It gives almost honest reviews @ the institutions.
• Due to alma matter , alumni sometimes donates a lot. (e.g. Victor Manzes Convention center
• building, IIT Bombay.
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64. Alumni store
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65. Alumni store Items
• Pen
• Pen stand
• Stationary with institute logo
• T-shirt/ Sweat shirts
• Memento's
• Wallets, Desk Clocks, wrist watches.
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All items must
have institute
logo

66. Institute Time Piece
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20 / 07 / 2022
DATE
29 °C
T

67. Countdown Meter:
• Institute can make a trend for use of countdown meter for maintaining feeling of
celebration, excitement of upcoming event through it.
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Felicific’ 2k18
Days
/ Minutes
to Go…

68. Concluding Remarks
• Marketing of an institute is positive thought.
• But it should maintain decorum as well as stick to the values/ethics.
• Its not for making people/parents/students/ researchers fool.
• False advertisement comes to the surface any time, so do not favor it.
(truth never hides)
• If marketing carried out in positive way, there will be a win –win
situations for all (Students, faculty, researcher, employees,
administrators and ultimately country).
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69. Marketing of Academic Institutions- By. Prof. Samirsinh P Parmar
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For further clarification and free lecture contact me on : spp.cl@ddu.ac.in