In the globalized world of the current century, higher education is becoming more and more competitive and the leading universities must promote their own institutions not only locally but internationally as well. Higher education is one of the most significant parts of the education system of a country. The main objective of higher education is to develop the new knowledge, explore research works on different social and development issues, anticipate the needs of the economy and prepare highly skilled workers. In these contexts, higher education should be standard, welfare and sustainable development oriented. The report intends to analyze the marketing strategies deployed by higher educational institutions in Bangladesh. The main objective of this study is to explore the quality of higher education of higher educational institutions in Bangladesh. Nonetheless, the paper emphasizes on the students perception and expectations about the present education system of public and private universities, existing problems and challenges faced by the higher education institutions.
Content marketing strategy and implications for higher educational instituti...Md. Moulude Hossain
This study attempts to find an appropriate strategy of content marketing applicable to higher educational institutions. The related study on higher educational marketing strategy found that institutional website is often the first place that students and parents go to when researching higher educational institutions. Existing students, potential students, and parents have loads of questions regarding the courses, professors, social life, research work, accommodation, finances, and so on. Keeping this on mind the author undertakes this study to design content marketing strategy for higher educational institutions and also showed that how this strategy could impact on the attaining institutional objectives. The authors recommend that educational institutions must make sure to publish different types of content - textual, visual, audio - so that users can find the information they need in the format they prefer. Moreover the researchers conclude that, content marketing is a great way for professors and departments to educate people about their subject of interest, and to spread the word about their research. Professors are experts in their fields and sharing their knowledge with the masses via content marketing can establish them and their universities as leading hubs of knowledge and expertise in their fields.
Studies in why Indian managent training institutes get marginalized. Mushrooming growth of new generation institutes is making this activity vulnerable. Some thoughts on it..
Primeessaywritings.com Services, Coursework, Case Studies. Dissertations, Thesis, Book Summary, Book Reviews, Personal Statement, Scholarship Essay, Application Papers, Power Point Presentations, Dissertations and Proposals, Research Papers, Editing and Proofreading Resumes and CVs, Research Proposal, College Essay, High School Essay, Graduate essay, Masters essay, PHD Essay
We are a Women Entrepreneurship Trust aiming at improving the education in India by offering Independent Home based Tutorials where we guarantee every women a lifestyle income of 50000 to 1 lac's per month income.
Content marketing strategy and implications for higher educational instituti...Md. Moulude Hossain
This study attempts to find an appropriate strategy of content marketing applicable to higher educational institutions. The related study on higher educational marketing strategy found that institutional website is often the first place that students and parents go to when researching higher educational institutions. Existing students, potential students, and parents have loads of questions regarding the courses, professors, social life, research work, accommodation, finances, and so on. Keeping this on mind the author undertakes this study to design content marketing strategy for higher educational institutions and also showed that how this strategy could impact on the attaining institutional objectives. The authors recommend that educational institutions must make sure to publish different types of content - textual, visual, audio - so that users can find the information they need in the format they prefer. Moreover the researchers conclude that, content marketing is a great way for professors and departments to educate people about their subject of interest, and to spread the word about their research. Professors are experts in their fields and sharing their knowledge with the masses via content marketing can establish them and their universities as leading hubs of knowledge and expertise in their fields.
Studies in why Indian managent training institutes get marginalized. Mushrooming growth of new generation institutes is making this activity vulnerable. Some thoughts on it..
Primeessaywritings.com Services, Coursework, Case Studies. Dissertations, Thesis, Book Summary, Book Reviews, Personal Statement, Scholarship Essay, Application Papers, Power Point Presentations, Dissertations and Proposals, Research Papers, Editing and Proofreading Resumes and CVs, Research Proposal, College Essay, High School Essay, Graduate essay, Masters essay, PHD Essay
We are a Women Entrepreneurship Trust aiming at improving the education in India by offering Independent Home based Tutorials where we guarantee every women a lifestyle income of 50000 to 1 lac's per month income.
Effect of On-The-Job Training on Employee Performance in Kenya: Case of Mumia...paperpublications3
Abstract: The quality of the human resource of an organization is essential to its success. Thus, every organization must seek to improve the quality of its workforce. It is worth noting that in Mumias Sugar Company, most unskilled workers rise up to positions that require specific skills with specific duties. Even some cane cutters find themselves in positions requiring skills, therefore the need for on-the-job-training. It is in this respect that the current study sought to establish the effect of on-the-job-training on employee performance in Mumias Sugar Company; Kakamega County based on the study objectives. The objectives of the study were: To establish the effect of on-the-job-training to employee’s performance at Mumias Sugar Company Limited, to establish the effect of on-the-job-training to employees’ task requirement at Mumias Sugar Company Limited and lastly to establish the effect of on-the-job training to the employees’ satisfaction at Mumias Sugar Company Limited. This study adopted a descriptive research design. The target population for the study was 115 employees where a sample size of 90was selected using Krejcie and Morgan table of determining sample size for research activities. Data was derived through questionnaires distributed to selected employees as well as the finance and human resource managers. Data was analyzed using the chi-squire and presented using frequency tables. The study findings show that on-the-job-training programmes are more likely to enhance employee capability than without. There was a significant direct relationship between on-the-job-training maintained by the firm and employee task requirements. The study recommends that organizations should come up with on-the-job-training programmes that enhance employee efficiency and performance, that will make the employee to love the job he/she is undertaking hence providing employee satisfaction services which intend to increase profitability in the organization.
Analysis of Competitive Advantage in the perspective of Resources Based View.IOSR Journals
Conditions of competition between colleges service providers, both private and state, require leaders and college administrators to do everything possible in order to gain competitive advantage compared with other similar institutions. In the perspective of RBV attempt to gain competitive advantage through the utilization of internal resources of the organization consisting of tangible aspects, intangible aspects, as well as the capability aspects. So far, in the research of Competitive Advantage on RBV perspective, in the context of universities has not existed yet that combine the aspects of tangible, intangible, and capability in a research model to study. This study aims to analyze the effect of market orientation, HR Competencies and Territory Management in creating a competitive advantage, as well as its impact on organizational performance. The survey research is conducted at 142 Institutions of Higher Education of Muhammadiyah in Indonesia, represented by the head of each institutions. The research findings indicate that Competitive Advantage is significantly influenced by market orientation and HR (Human Resources) Competence. Meanwhile, HR Competency directly no significant effect on organization performance, but must be mediated by a Competitive Advantage. Meanwhile, the Territory Management can directly affect the performance of organizations, but has no effect on Competitive Advantage
The role of branding in attracting international students - AustraliaAlex S. Jobbagy
International education is Australia's largest services export and it is vital to the economy and education institutions. The industry operates in a dynamic global market with many competitors.
The purpose of this research was the study of the role of branding in attracting international students in the Australian Tertiary Education (ATE) sector. In particular, the influences brand has on future students’ decisions to study in Australia, and how brand positioning can maximise competitive distinctiveness among education providers aiming to acquire new customers, enhance satisfaction and build continuous loyalty.
Job Satisfaction and Faculty Turnover Intentions: A Case of Pakistani Univers...IOSRJBM
Retaining faculty members has been a problem in many universities for decades. When competent teachers quit, they depart with critical knowledge and experience that are essential for maintaininga competitive advantage. The aim of this study was to measure the impact of four facets of job satisfaction on turnover intentions of faculty members of different universities of Rawalpindi/Islamabad. A 16-item, selfadministered questionnaire was used to gather data on independent and dependent variables. In questionnaire, researchers used 5 point Likert scale for variables to measure respondent’s possible responses. 110 questionnaires were completed and returned back. Pearson Correlation and Multiple Regression tests were used to test the hypothesis. The results showed that the three facets of job satisfaction i.e. remuneration, supervisory support and work life policies have significant and negative relationship with turnover intentions while recognition has insignificant relationship with turnover intentions and this relationship did not support the researchers’ prediction. Results have been discussed andrecommendations have been made for universities’ administrations.
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
DESIGN OF THE NEW INTERNATIONAL SALES & KEY ACCOUNT MANAGEMENT SKILLS TRAININ...inkamsErasmusProject
The "IN.KAMS-International Key Account Management & Sales"
Erasmus + Project aims to realize, pilot, disseminate and systematize a new University-based learning program focused on International Sales & Key Account Management.
This presentation is the task 2 of the Intellectual Output One, concernimg the design of the new training curriculum.
Marketing in the Hellenic private secondary education during the recession Achilleas Papatsimpas
Presentation of the paper "Marketing in the Hellenic private secondary education during the recession" which was presented in in the 1st International Congress on Management of Educational Units. December 7-9, 2018, Thessaloniki, Greece
Making Management Education in India Meet Global Qualitypaperpublications3
Abstract:Management education in India is under increasing demand with close on a lakh of students passing out each year. Demand has especially increased after changes towards privatization and globalization, offering great potential to aspiring MBA students. According to the Business Standard dated 20th March 21, 2014 “India’s Marquee B-schools make a dash for global recognition”. Tangible benefits of international accreditation attract global faculty and students besides helping justify higher fees. Further, B-schools are not satisfied with a single accreditation, but want the triple-crown, namely. Association to Advance Collegiate Schools of Business (AACSB), Association of MBAs (AMBA) and European Quality Improvement System (EQUIS).
Effect of On-The-Job Training on Employee Performance in Kenya: Case of Mumia...paperpublications3
Abstract: The quality of the human resource of an organization is essential to its success. Thus, every organization must seek to improve the quality of its workforce. It is worth noting that in Mumias Sugar Company, most unskilled workers rise up to positions that require specific skills with specific duties. Even some cane cutters find themselves in positions requiring skills, therefore the need for on-the-job-training. It is in this respect that the current study sought to establish the effect of on-the-job-training on employee performance in Mumias Sugar Company; Kakamega County based on the study objectives. The objectives of the study were: To establish the effect of on-the-job-training to employee’s performance at Mumias Sugar Company Limited, to establish the effect of on-the-job-training to employees’ task requirement at Mumias Sugar Company Limited and lastly to establish the effect of on-the-job training to the employees’ satisfaction at Mumias Sugar Company Limited. This study adopted a descriptive research design. The target population for the study was 115 employees where a sample size of 90was selected using Krejcie and Morgan table of determining sample size for research activities. Data was derived through questionnaires distributed to selected employees as well as the finance and human resource managers. Data was analyzed using the chi-squire and presented using frequency tables. The study findings show that on-the-job-training programmes are more likely to enhance employee capability than without. There was a significant direct relationship between on-the-job-training maintained by the firm and employee task requirements. The study recommends that organizations should come up with on-the-job-training programmes that enhance employee efficiency and performance, that will make the employee to love the job he/she is undertaking hence providing employee satisfaction services which intend to increase profitability in the organization.
Analysis of Competitive Advantage in the perspective of Resources Based View.IOSR Journals
Conditions of competition between colleges service providers, both private and state, require leaders and college administrators to do everything possible in order to gain competitive advantage compared with other similar institutions. In the perspective of RBV attempt to gain competitive advantage through the utilization of internal resources of the organization consisting of tangible aspects, intangible aspects, as well as the capability aspects. So far, in the research of Competitive Advantage on RBV perspective, in the context of universities has not existed yet that combine the aspects of tangible, intangible, and capability in a research model to study. This study aims to analyze the effect of market orientation, HR Competencies and Territory Management in creating a competitive advantage, as well as its impact on organizational performance. The survey research is conducted at 142 Institutions of Higher Education of Muhammadiyah in Indonesia, represented by the head of each institutions. The research findings indicate that Competitive Advantage is significantly influenced by market orientation and HR (Human Resources) Competence. Meanwhile, HR Competency directly no significant effect on organization performance, but must be mediated by a Competitive Advantage. Meanwhile, the Territory Management can directly affect the performance of organizations, but has no effect on Competitive Advantage
The role of branding in attracting international students - AustraliaAlex S. Jobbagy
International education is Australia's largest services export and it is vital to the economy and education institutions. The industry operates in a dynamic global market with many competitors.
The purpose of this research was the study of the role of branding in attracting international students in the Australian Tertiary Education (ATE) sector. In particular, the influences brand has on future students’ decisions to study in Australia, and how brand positioning can maximise competitive distinctiveness among education providers aiming to acquire new customers, enhance satisfaction and build continuous loyalty.
Job Satisfaction and Faculty Turnover Intentions: A Case of Pakistani Univers...IOSRJBM
Retaining faculty members has been a problem in many universities for decades. When competent teachers quit, they depart with critical knowledge and experience that are essential for maintaininga competitive advantage. The aim of this study was to measure the impact of four facets of job satisfaction on turnover intentions of faculty members of different universities of Rawalpindi/Islamabad. A 16-item, selfadministered questionnaire was used to gather data on independent and dependent variables. In questionnaire, researchers used 5 point Likert scale for variables to measure respondent’s possible responses. 110 questionnaires were completed and returned back. Pearson Correlation and Multiple Regression tests were used to test the hypothesis. The results showed that the three facets of job satisfaction i.e. remuneration, supervisory support and work life policies have significant and negative relationship with turnover intentions while recognition has insignificant relationship with turnover intentions and this relationship did not support the researchers’ prediction. Results have been discussed andrecommendations have been made for universities’ administrations.
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
DESIGN OF THE NEW INTERNATIONAL SALES & KEY ACCOUNT MANAGEMENT SKILLS TRAININ...inkamsErasmusProject
The "IN.KAMS-International Key Account Management & Sales"
Erasmus + Project aims to realize, pilot, disseminate and systematize a new University-based learning program focused on International Sales & Key Account Management.
This presentation is the task 2 of the Intellectual Output One, concernimg the design of the new training curriculum.
Marketing in the Hellenic private secondary education during the recession Achilleas Papatsimpas
Presentation of the paper "Marketing in the Hellenic private secondary education during the recession" which was presented in in the 1st International Congress on Management of Educational Units. December 7-9, 2018, Thessaloniki, Greece
Making Management Education in India Meet Global Qualitypaperpublications3
Abstract:Management education in India is under increasing demand with close on a lakh of students passing out each year. Demand has especially increased after changes towards privatization and globalization, offering great potential to aspiring MBA students. According to the Business Standard dated 20th March 21, 2014 “India’s Marquee B-schools make a dash for global recognition”. Tangible benefits of international accreditation attract global faculty and students besides helping justify higher fees. Further, B-schools are not satisfied with a single accreditation, but want the triple-crown, namely. Association to Advance Collegiate Schools of Business (AACSB), Association of MBAs (AMBA) and European Quality Improvement System (EQUIS).
Making Management Education in India Meet Global Qualitypaperpublications3
Abstract:Management education in India is under increasing demand with close on a lakh of students passing out each year. Demand has especially increased after changes towards privatization and globalization, offering great potential to aspiring MBA students. According to the Business Standard dated 20th March 21, 2014 “India’s Marquee B-schools make a dash for global recognition”. Tangible benefits of international accreditation attract global faculty and students besides helping justify higher fees. Further, B-schools are not satisfied with a single accreditation, but want the triple-crown, namely. Association to Advance Collegiate Schools of Business (AACSB), Association of MBAs (AMBA) and European Quality Improvement System (EQUIS).
Keywords:Management education, Global recognition.
Implicationof Branding Initiatives in engineering colleges -An empirical studyiosrjce
Many educational institutions all over the world are trying to create an image or reputation to
attract students. Due to increased competition branding has become more relevant in promoting an institution’s
reputation. In India, as the state Karnataka is becoming an educational hub, there are an enormous number of
institutes flourishing in this field, both government and private entities. In this endeavor the branding of
educational institution helps in differentiating one institute from others. This research sheds light on branding
initiatives by engineering colleges across Karnataka. Students are investing their precious time, while at the
same time parents are investing their life savings to create a better future for their children. Therefore,
selectingthe best college to secure a student’s future becomes life-death decision to many. It is vital for the top
management of higher educational institutions, to understand what students expect from them and accordingly
strategize the brand building activities, so that a brand name or reputation for the college is built up which will
be valued by the stakeholders.The purposive sampling technique is used for this study. The population consists
of engineering colleges which offer the four year engineering degree. The study is done from both student and
institution perspective. The institutions participated in the study are in the effort of differentiating themselves
from the competitors using branding initiatives.The gap is identified between institutions’ branding initiatives
and students’ perception about these initiatives. It is found that performance of the institution can be used to
create reputation for the institution.
SCHOLARSHIP OF THE MARKETING DISCIPLINE AND PROFESSION IN KENYAOsman Chesula
Abstract- The purpose of this paper was to critically examine the scholarship of the marketing discipline and profession in Kenya. The paper empirically analyses secondary literature and scholarly articles related to scholarship in the marketing field. From the results, it is clear that several challenges are facing marketing scholarship in the country. Specifically, the declining number of marketing scholars and lecturers mainly attributed to leaning institutions concentrating on research and neglecting the teaching aspect. The results provided are not exhaustive and therefore there is need for further research preferably primary descriptive study on the subject in order to shed more light.
Index Terms- Scholarship, Practice, Teaching, Research
Study the Role of Strategic Analysis of Business Schools – North Zone.Muhammed Anaz PK
This study explores the factors determining the competitive advantage of MBA institutes, the types of strategy undertaken by these institutes, as well as the indicators measuring their overall performance. Study was undertaken within the context of the states of Jammu & Kashmir, Himachal Pradesh, Punjab, Uttarakhand, Uttar Pradesh and Haryana.
The Real Economy in the Long RunPurpose of Assignment Students.docxoreo10
The Real Economy in the Long Run
Purpose of Assignment
Students examine the long-run determinants of both the level and the growth rate of real GDP per person and the factors that determine the productivity of workers and what governments might do to improve the productivity of their citizens. Students will learn how saving and investment are coordinated by the loanable funds market and will see the effects of taxes and government deficits on saving, investment, the accumulation of capital, and ultimately, the growth rate of output. Students will be introduced to tools that people use when they participate in financial markets. Students will see how people compare different sums of money at different points in time, how they manage risk, and how these concepts combine to help determine the value of a financial asset, such as a share of stock. Students will be introduced to the labor market and how economists measure the performance of the labor market using unemployment statistics. Students will address a number of sources of unemployment and some policies that the government might use to lower certain types of unemployment.
Assignment Steps
Resources:National Bureau of Economic Research
Scenario: The organization's strategic plan calls for an aggressive growth plan, requiring investment in facilities and equipment, growth in productivity, and labor over the next five years. It is your team's task to determine where, outside the United States, your organization should locate its new manufacturing plant.
Write a 1,050-word report recommending an off-shore country and support your choice with the following data:
· The factors determining the country's productivity
· How the country's policies influence its productivity growth
· How the country's financial system is related to key macroeconomic variables
· How your organization can reduce the risk they would face in relocating
· The current and projected unemployment over the next five years
Cite a minimum of three peer-reviewed sources not including your textbook.
Format the assignment consistent with APA guidelines.
8/20/2018 It Takes More than a Major: Employer Priorities for College Learning and Student Success: Overview and Key Findings | Association of A…
https://www.aacu.org/leap/presidentstrust/compact/2013SurveySummary 1/3
Association of American Colleges & Universities
A VOICE AND A FORCE FOR LIBERAL EDUCATION IN THE 21ST CENTURY
Give to AAC&U
Home › About LEAP › LEAP Presidents' Trust Employer-Educator Compact › It Takes More than a Major: Employer Priori�es for College Learning and Student Success: Overview and Key
Findings
It Takes More than a Major: Employer Priorities for College Learning and
Student Success: Overview and Key Findings
A 2013 Na�onal Survey of Business and Non Profit Leaders
See 2015 Employer Survey Data
Especially since the recent economic downturn and in light of the increasingly compe��ve global economy, employers express concerns about
whether the ...
This Brochure will explain in detail how International Accreditation Organization can hep you achieve your career. It also explains how career services becomes the reason for students success..
Balancing Centrality and Distinctiveness for Mapping Brand StrategyMd. Moulude Hossain
In a nutshell, the central-distinctive map helps companies assess the strengths and weaknesses of the brand by repeatedly chart position following campaigns, incentives and otherwise and track how these changes have affected this. It can help to decide whether to stay in place or find the strategies that will help them move to a more advantageous quadrant.
As businesses today are learning, complete and integrated data can yield far more value throughout the consumer journey, organizations looking to break through these data silos and are turning to RevOps (Revenue Operations), a game changer for customer lifecycle management and revenue growth.
Money Laundering and Terrorist Financing in a Nutshell: Chapter OneMd. Moulude Hossain
Financial Crime is an increasing concern for all financial institutions, which is developing rapidly and equally together with technology. May be not limited to money laundering and terrorist financing, these two form of financial crime deserve to be attended with utmost care.
The evolving challenges of Money Laundering (ML) and Terrorist Financing (TF) lead the evolution of anti-money laundering and counter terrorist financing convention and regulations. These conventions give birth of several international organizations to combat the impact of ML and TF.
This paper presents the problems of film makers and film making in Bangladesh and points out how the problems are militating against the prospects of the Bangladesh film industry. It proposes a radical restructuring of the film industry in Bangladesh in order to facilitate its indigenous development. To this end, it suggests the privatization of the film distribution and exhibition sections so as to achieve a viable integration of the whole industry and to promote it as a vehicle for cultural-and socio-economic development of the people of Bangladesh. However we find that these problems can be overcome by initiating quality movies and by incorporating business concept in film making. The authors suggest the film makers to consider film as a project and financing as per the basis of project financing. An all-around effort is needed to help the BFDC so that the present condition can be overcome. It can be develop as industries by which the government will be able to collect huge tax revenue if the film industry can be develop. Not only will the tax revenue, the development of the industry create a large scale direct and indirect employment opportunities.
The purpose of this article is to explore e-commerce issues particularly for developing an appropriate framework for ecommerce marketing. The issues that e-commerce faces will be examined through the marketing mix. The authors consider process as an additional P especially for ecommerce. Exploring the ideas of product, place, price, promotion and process with their implication in addressing and mitigating problems of ecommerce is the main focal point of this article. The authors find that the five concepts of the marketing mix equally play a critical part in the success of e-commerce. Therefore, concentrating on these concepts will prove to be of the utmost importance as an e-commerce provider.
The Hand Book contains information, offers,
opportunities of various Banks and NBFIs that are
offered to the new entrepreneurs. This information is
unique where you can get information regarding all the
banks and NBFIs in a single book. The new
entrepreneurs can explore and analyze the offers given
by different Banks and NBFIs and take their own
decision. DCCI with its “Entrepreneurship and
Innovation Expo” will try to facilitate the new
entrepreneurs and provide all possible assistance from
its Help Desk namely DCCI Help Desk.
Problems and Prospects of Poultry Industry in Bangladesh: An Analysis Md. Moulude Hossain
The poultry industry has been successfully becoming a leading industry of Bangladesh. The primary objective of the study is to identify the various aspect relating the growth and ustainability of poultry industry in Bangladesh. Authors argued that strategic management in poultry sector requires complementing to achieve present Govt.’s vision of Digital Bangladesh 2021. Considering the importance of the country’s poultry industry in order to ensure the sustainable economic development it is now high time to step forward for the better accumulation of resources available from this industry. This industry proves various opportunities of increasing GDP growth rate plus equitable distribution through arranging food security as well as ensuring self-employment at a large scale as pointed out by the authors.
Pattern and Determinants of Export Diversification in BangladeshMd. Moulude Hossain
This paper analyzes the pattern and the main determinants of
export diversification in Bangladesh. A large data set of Bangladesh export during the period of 1980-81 to 2006-07 has been used for this purpose. Three main indexes have been used to explore the trend of export concentration and these three indicators of export diversification were calculated to determine the trend of export from Bangladesh. The
Hirschman Index, the Ogive Index and the Entropy Coefficient were used to analyze the diversification pattern of export from Bangladesh. From the analyses, robust evidence has been found across the specifications and indicators that the export basket of Bangladesh has continued to remain relatively undiversified and the country has not been able to translate its
comparative advantage into competitive advantage. Further, this study reveals that the export growth and overall economic growth are highly correlated and a robust restructuring in trade policy is needed for gaining momentum in diversification of export in Bangladesh. The analyses show that exports at the intensive margin account for the most important share of
overall trade growth. At the extensive margin, geographic diversification is more important than product diversification, especially for developing countries. Taking part in free trade agreements, thereby reducing trade barrier and costs, development of infrastructure and communication, extensive financing for export and policies emphasizing the development of human capital is now the need of time for improving diversification of export.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Extended GAPs Model to Assess the Quality of Education for Higher Educational Institutions in Bangladesh
1. Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
Extended GAPs Model to Assess the Quality of Education
for Higher Educational Institutions in Bangladesh
Shahin Ahmed Chowdhury*
Md. Moulude Hossain**
Md. Ashfaqur Rahman***
Abstract: In the globalized world of the current century, higher education is
becoming more and more competitive and the leading universities must promote
their own institutions not only locally but internationally as well. Higher education is
one of the most significant parts of the education system of a country. The main
objective of higher education is to develop the new knowledge, explore research
works on different social and development issues, anticipate the needs of the
economy and prepare highly skilled workers. In these contexts, higher education
should be standard, welfare and sustainable development oriented. The report
intends to analyze the marketing strategies deployed by higher educational
institutions in Bangladesh. The main objective of this study is to explore the quality
of higher education of higher educational institutions in Bangladesh. Nonetheless,
the paper emphasizes on the students perception and expectations about the present
education system of public and private universities, existing problems and challenges
faced by the higher education institutions. Both qualitative and quantitative methods
have been used for analyzing data. The findings of the study show the different
branches of higher education, its quality and the present opportunity of accessibility
of the students as well as their perceived benefits from higher education. It is
expected that the findings of the study would be able to represent the overall
scenario of higher education system of Bangladesh. This paper also emphasizes the
implications of extended GAPs model to assess the quality of education (EduQual).
Two more GAPs are added with the traditional Five GAPs of service GAPs model. It
was found that the two additional GAPs are associated with the administration of
higher educational institutions. Students’ satisfactions on the service provided by the
instructions have significant effect on the word of mouth communication of the
students. It was found form the study that there two main group of factors influence
the decision of the students namely; personal factors and institutional factors. This
study also indicates the impact of 8Ps on educational institution marketing. The
*
Shahin Ahmed Chowdhury, Assistant Professor, Department of Marketing, University of
Dhaka, Dhaka, Bangladesh
**
Md. Moulude Hossain, Lecturer, Department of Business Administration, Institute of Science
and Technology (affiliated with National University, Bangladesh)
***
Md. Ashfaqur Rahman, Assistant Professor, Department of Business Administration, Institute
of Science and Technology (affiliated with National University, Bangladesh)
2. 166 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
Figure-1: Services Marketing Triangle for
higher Educational Institutions
Interactive
Marketing
Higher Educational
Institutions
Faculty/
Staffs
Students/
Guardians
External
Marketing
Internal
Marketing
factor impacts of the 8Ps components are radical in ensuring student satisfaction all
around. Institutions in the higher education try to provide best quality services
because they need to compete for their students. Measuring quality of their services
is therefore an important task of those institutions that give feedback on the
dimensions of quality that need to be taken care of and offers institutions the
possibility to gain significant competitive advantage in knowledge market. In theory
we found five most used dimensions of service quality.
Keywords: Higher Education, Marketing Strategy, GAPs Model, EduQual
1. Introduction
In the context of higher education in Bangladesh, a noticeable trend is the increasing
competition among universities and higher education institutes to attract students. The
competitive pressure and growing number of education providers have forced the higher
educational institutions to look for more competitive marketing strategies in order to
compete for students in their respective recruitment markets. Competition amongst higher
education institutions is largely due to an oversupply of student places and slowing
demand from suitably qualified students. As a result, the management of higher education
sector are seeking to restructuring their strategic positions. Theories and practices in
business strategy development, as used in the for-profit business domain provide a basis
for innovative approaches; to strategy development, however they do not address the
comprehensive planning needs of the higher education sector.
Educational institutions face
marketing problems. Many face
changing student needs and societal
expectations, increasing competitions
for scarce client and funding
resources, and unlimited financial
pressures. One result is that educators
are often forced to take a hard look at
marketing to see what this discipline
might offer to keep their institutions
viable and relevant. At the same time,
many educators are approaching
marketing with caution. Although
educational administrators have
readily adopted such business
functions as finance, accounting,
3. Extended GAPs Model to Assess the Quality of Education for Higher Educational 167
planning, and public relations, they have been more skeptical about marketing. The
service marketing triangle may be applied in order to understand the marketing
dimensions of higher educational institutions. The service marketing triangle
demonstrates the inter-relationships between the three groups in terms of marketing,
which is shown in the figure-1.
Higher Education is becoming more competitive from a variety of perspectives.
Internally, institutions must manage costs, while at the same time there's a growing need
to specialize and communicate a unique message to an expanding marketplace. From the
applicant's vantage, student prospects are faced with more education options than ever
before. A solid marketing strategy can, therefore, directly affect the bottom line of a
college, university, or continuing education institution through measurement and
understanding of its position in the marketplace and by eliminating weaknesses and
building upon strengths.
2. Objectives of the study
The objectives of the study include the followings:
To identify services marketing mix for higher education.
Analyze the specific implication of GAPs model for assessing service quality for
Education.
Explain the identifying issues which can help them to provide effective CRM and
Word of Mouth Communication for higher educational institutions.
3. Methodology and Sources of Information
To be specific, the qualitative methodology of research is used for this study. This is a
kind of descriptive research aimed to determining the factors affecting the quality of
education by using the service GAPs model. Though questionnaire survey was not
conducted to collect the primary data, we used the expert interview that is found to be
well suited for the purpose. For this study purpose the data are collected from following
source:
Primary sources:-
• Expert opinion: About 25 experts form both academic and administrative section
of educational institutions were considered for this study.
4. 168 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
• Interview with the different scholars and professors of different universities are
another source of our data. About 20 academic and research scholars from the
related field were interviewed in this regard.
Secondary sources: - Some secondary data was collected to make the report more
concrete.
This are-
• Publish Report
• Official Website of Bangladesh Ministry of Education
• Relevant books, journals
• The Websites of relevant institutions.
4. Literature Review
Marketing provides tools for comparing what the institution is actually doing with its
stated mission and goals. Marketing helps identify problems and plan response that will
help the institution fulfill its mission. Marketing, in stressing the importance of measuring
and satisfying consumer needs, tends to produce an improved level of client services and
satisfaction. It provides a disciplined approach to improving the attraction of the students,
employees, volunteers, donations, and grants’ needed resources. Marketing emphasizes
the rational management and coordination of program development, pricing,
communications, and distribution (Kotler & Fox, 1985).
Marketing has the image of being primarily a function for profit making enterprises.
Educational administrators worry that marketing is manipulative and expensive, and that
their boards will fell uncomfortable. Some administrators approach marketing with a
“show me” attitude. The burden of proof of the relevance of marketing falls to be
marketer (Kotler & Fox, 1985).
Educational institutions worldwide are undergoing fundamental shifts in how they
operate and interact with their “customers”: students, alumni, donors, faculty members,
and staff members. Kotler and Fox (1995) state that “the best organization in the world
will be ineffective if the focus on ‘customers’ is lost. Marketing of higher education
institutions is moving toward student orientation. As competition among universities
intensifies, a need for thorough understanding of the student perception is becoming more
vital. Thus, the marketing of higher educational institutions is gaining more prominence
among university administrators. In order to survive, these administrators need to
understand how various student segments differ in their decision-making behavior
5. Extended GAPs Model to Assess the Quality of Education for Higher Educational 169
(Coccari and Javalgi 1995). They also need to develop some degree of understanding on
international students, and what these students will expect once they arrive in the
Malaysian campus (Shank et aL 1996).
Cheng (cited in Cheng and Tam, 1997, p.23) defines education quality as “the character
of the set of elements in the input, process, and output of the education system that
provides services that completely satisfy both internal and external strategic
constituencies by meeting their explicit and implicit expectations”. The seven models of
education quality proposed by Cheng and Tam (1997) to evaluate the concept of
education quality are: (1) goal and specification model; (2) resource-input model; (3)
process model; (4) satisfaction model; (5) legitimacy model; (6) absence of problems
model; and (7) organizational learning model. Each of the education quality models has
its own particular characteristics, strengths and limitations that describe the aspects of the
education quality in its own respective ways and yet they are interlinked with one another
(Tam and Cheng, 1996). These models allow the administrators of the tertiary institution
to assess their own education quality (Tam and Cheng, 1996).
American Marketing Association states that marketing is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services
to create exchanges that satisfy individual and organizational objectives (Berkowitz,
Kerin, Hartley and Rudelius, 1997). To serve both buyers and sellers, marketing seeks to
discover the needs and wants of prospective customers and to satisfy them. Marketing is
design to produce four principal benefits:
1. Greater success is fulfilling the institution’s missions.
2. Improved satisfaction of the institution’s public.
3. Improved attraction of marketing resources
4. Improved efficiency in marketing activities
The concept of quality is not well defined in higher education (Cheng and Tam, 1997;
Pounder, 1999). According to Mukhopadhyay (cited in Sahney, Banwet and Karunes,
2004, p.149), the term ‘quality in education’ has been defined by various scholars, such
as “excellence in education” (Peters and Waterman, 1982), “value addition in education”
(Feigenbaum, 1951), “fitness of educational outcome and experience for use” (Juran and
Gryna, 1988), “specifications and requirements” (Gilmore, 1974; Crosby, 1979), “defect
avoidance in education process” (Crosby, 1979) and “meeting or exceeding customer’s
expectations of education” (Parasuraman, Zeithaml and Berry, 1985).
6. 170 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
5. Service Marketing Mix for Educational Institutions
The GAP analysis of quality, developed by Zithmal and Hinter can be devoted as a basic
understanding of the reasons for what the higher educational institutions suffers from the
lack of marketing initiatives and failed to determine the syndromes that best explain the
facts of higher educational Institutions in Bangladesh.
But before that, first let us explain the impact of the 8P’s components applicable for
service providers. Here we attempted to show the impact of 8P’s in educational
institutions with specific outcomes as shown in the figure-2.
Figure-2: A Conceptual Model of the Service Marketing Mix and its
outcomes for Educational Institutions
Service
Marketing
Mis
8 Ps
C t
Factor
I t
Outcomes
Institution’s
Reputation
Job Opportunity
Marketability of
Degree Offered
Campus
attractiveness
Service Product
Place
Promotion
Price
People
Physical Evidence
Process
Promises
Student
Student
Word of Mouth
Communication
7. Extended GAPs Model to Assess the Quality of Education for Higher Educational 171
The student perceptions and their assessment regarding the quality of education are truly
subjective and depend on the basis of understanding in related grounds. But the perceived
quality of educational institutions have largely effected the word of mouth
communication of the students. In case of private educational institutions sometimes the
students act as the first service encounter. In such cases the word of mouth
communication becomes vital for the institutional reputation and the acquisition of
students thereof. In order to encounter such threats of institutional reputation the
understanding and consideration of the 8P’s in core-service designing is a significant
issue. Brief descriptions of the 8P’s components are given below:
1. Service Product: It includes
Degrees Offered- range and variety of degree offered
Quality Level- the quality of course content and faculty credential
Brand Name- the recognition and acceptance of the institution and degree offered
Post Transactional Service- the service of issuing related certificate and other
paper works supporting to the student
2. Place: It includes
Location- the location of the institution and the transportation infrastructure and
convenience and availability of transportation
Accessibility- accessibility of the students and their parents for information
search
Distribution Channels- branches of the institution to covers a wide area of
distribution and service extension
Distribution Coverage- the coverage of distance learning and degree of area
3. Promotion: It includes
Advertising- advertising of the institution in variety of media for creating
awareness of the degrees offered and service rendered
Direct Marketing- communication over SMS and e-mail and social media
networks
Promotion- arranging national and international conferences, seminars,
competitions, job fairs and cultural events on different national days
8. 172 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
Public relations- maintaining efficient service encounter points for better public
relation and maintaining media communication executive for the purpose
4. Price: It includes
Cost of Education- the total of completion of the degree.
Discounts/Scholarships- discounts and available scholarship provided by the
institution that reduce the total cost of education
Commissions- extra benefits for serving the institution with word of mouth
communication
Payment Terms- the terms and conditions of the payment and the flexibity
thereof
Student’s perceived value- the value a student perceived from the service
Quality/price relationship- the relationship between the values received from the
institution and the amount they paid for this.
5. People: It includes
Faculty- the educational qualification and research credibility of the faculty
members of the institution
Teachers Training- the training and development of the faculty member by
sponsoring different training session for faculty improvement
Administrative Staff- the efficiency and sincerity and the supporting
administrative staffs and their attitude toward the student
Degree of involvement- the degree of involvement of the teachers in policy
making of teaching procedure and faculty training
Contact Encounter- the efficiency of the contact encounter to build the image of
the institution before the searchers i.e. parents, students etc.
6. Physical evidence: It includes
Environment- the environment and learning atmosphere, the level of noise, the
space and scope of relaxation etc.
Furnishings- the furnishing facilities, the classroom facilities etc.
Layout- the overall layout of the institution and the attractiveness of the campus
9. Extended GAPs Model to Assess the Quality of Education for Higher Educational 173
Laboratory Infrastructure- the facilities for practical study, the infrastructure of
scientific lab, computer lab, access to internet facilities etc.
7. Process: It includes
Student Coordination- the level of coordination of the students, access to the
teachers and administrative body
Mechanism of Teaching- teaching mechanism, influencing to learn form self test,
multimedia lecture and on the class learning
Employee discretion- employee discretion and the relative engagement of the
students in the process of learning
Student Involvement- involvement of the students in different events and
organizing activities to build the organizing capabilities of the students
Systematic flow of activities- the activities there off having a systematic flow and
sequence for better understanding of the activities
8. Promises: It includes
Adaptation of technological advancement in core education process e.g. enabling
online learning systems, mobile learning applications and others forms of
multimedia for teaching.
More flexibility in the distribution of materials, while ensuring that courses are as
accessible to participants as possible.
Allowing students to reflect on their participation; providing a legacy based on
which the module itself can evolve, ensuring modules remain current and
appropriate for the students.
The course itself grew out of the shared viewpoints and delivered in a
collaborative environment to drive standards forward and encourage innovation.
6. The Extended GAPs Model for Educational Institutions
The basic GAP model as proposed by Zeithaml, Bitner and Parasuraman of USA (1988)
had 5 GAPs applicable for all service quality analysis. But an extended GAP model can
also be developed applicable for higher educational institutions. The additional two GAPs
also have significant influence on the analysis of education quality. By keeping the
fundamentals of the service GAP model, the extended GAP model for higher educational
institutions are designed as shown in the figure-3.
10. 174 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
SERVQUAL applied to measure the service quality of the teaching process slightly
changes the gaps defined in the traditional model. The new set of quality gaps, which will
determine the overall service quality, would be as follows:
Student’s
Expectations
Student’s Perception on
Service
Service delivered by HE
Institutions
Student driven
service design &
standards
Faculty perceptions of
Student’s expectations
External
communications
to Students and
Parents
HE Institutions
Gap 7
Gap 3
Gap 2
Gap 4
Gap 1
Student GAP
Administration perceptions of
student’s expectations
Gap 5
Gap 6
Students
Figure-3: The Extended GAP Model for Higher Educational Institutions
Source: Compiled by the Authors
Institution GAP
11. Extended GAPs Model to Assess the Quality of Education for Higher Educational 175
Learning Side GAP (Student GAP):
GAP-7: the differences between the Student’s Expectations of Service and Student’s
Perception of Service
Causes of GAP-7:
The first impression a student gets while interacting with the faculty members and
administrative staffs over telephone or face to face at the time admission.
Response the first encounters (administrative staffs) and from the faculty members on
student’s query, to problematic students, to student’s request.
Over promising by the institutions about the service (both academic and support
services) to attract the students on the institutions.
Dimensions students used to assess the service quality. This make a significant gap in
this area.
Teaching Side GAP (Institution GAP)
Gap 1: Difference between student expectations and Faculty perceptions of Student’s
expectations.
Causes of GAP-1:
Lack of the knowledge about the students opinion on the education curricula and
their diversifications;
Lack of research on students’ perception and dimensions about education quality.
Lack of adequate interaction and proper communication between the faculty
members and the students.
Excess number of procedural layers between front-end employees and the upper level
faculty.
Gap 2: Difference between Faculty perceptions of Student’s expectations and Student
driven service design & standards (teaching) specifications.
Causes of GAP-2:
Lack of students driven educational standards.
Undefined set of standard designed to be provided to students by the faculty members
and administrative staffs.
12. 176 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
Absence of service delivery (process management) monitoring system to focus on
students’ requirements.
Lack of commitment for better service to be provided.
Lack of systematic process to design new courses that may connect the students and
faculty members in a better way.
Gap 3: Difference between Student driven service design & standards (teaching)
specifications and the service actually delivered.
Causes of GAP-3:
Ineffective recruitment and selection of faculty members and administrative staffs.
Ambiguity and conflict among the faculty members and administrative staffs over
their role to be performed.
Inappropriate evaluation and compensation of the faculty members.
Lack of empowerments, team-work and collaborative research among the employees
of the institution to find the better way of service delivery.
Failure to educate the students about their role and responsibilities to get better
educational service from the institution.
Gap 4: Difference between service delivery and External communications to Students
and Parents (promised teaching outcomes).
Causes of GAP-4:
Ineffective CRM to manage students’ expectation about service from the institution.
Over or under promising about the quality of education and other related factors like,
job placement, industry attachment etc.
Insufficient communication between the teaching and non-teaching staffs of the
institutions.
Differences in the policies, procedures, course curriculum among the various
affiliated colleges, institutions, regular and other courses.
Lack of promotion and inadequate external communication through various media to
reach the target audiences.
Gap 5: Difference between Faculty perceptions of Student’s expectations and
Administration perceptions of student’s expectations.
13. Extended GAPs Model to Assess the Quality of Education for Higher Educational 177
Causes of GAP-5:
Lack of proper interaction (interactive marketing) between the faculty staffs and
administrative staffs.
Improper communication between the faculty and administration over the students’
expectation.
Ambiguity and conflict among the faculty members and administrative staffs over
their role to be performed.
Gap 6: Difference between Student’s Expectations and Administration perceptions of
student’s expectations
Causes of GAP-6:
Lack of proper interaction (interactive marketing) between the administration and
students.
Failure to response the students’ demand promptly and provide encounter in case of
service failure.
Lack of training of administrative staffs to meet the requirements of students.
Failure to educate the administrative staffs about the students’
7. Student Perception of Education Quality (EduQUAL) and Student Satisfaction
The student perceptions are mostly subjective assessment of actually what they receive as
service. In the language of service marketing the students expectations are the standards
or the references points against which the quality of education the students will receive.
Students will tend to compare the actual service they receive with those references points
in order to formulate the perception of service received. The dimensions used to assess
the education quality and the subsequent event that lead student satisfaction and word of
mouth communication thereof may shown by the following figure:
14. 178 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
Aligning the model to the universities’ needs also changes the meaning of the service
quality perceptual dimensions. These five dimensions are:
Assurance – i.e. to earn the student’s confidence by performing services in a
knowledgeable and professional manner.
Empathy – the ability to communicate care and understanding through the
interpersonal skills of the teaching staff and student-friendly policies and procedures
(mainly those affecting the teaching process).
Reliability – the accuracy and dependability with which the teaching service is
provided
Responsiveness – the demonstration of an eagerness to provide quality service and a
commitment to act in the best interest of students.
Tangibles – the more physical aspects affecting the teaching process such as
technology availability etc.
Figure-4: A Moderated Framework on Student Perception of Education Quality (EduQUAL)
and Student Satisfaction
Source: Compiled by the Authors
Cost of
Education
Administrative
Support
Service
Private Enterprise
Collaboration for
Job Placement
Education
Quality
Student
Satisfaction
Personal
Factors
Institutional
Factors
Student Loyalty
Word of Mouth Communication
Reliability
Responsibility
Assurance
Empathy
Tangibles
15. Extended GAPs Model to Assess the Quality of Education for Higher Educational 179
The model shown in figure-4 represents that dimensions of service quality affect the
quality of education. The quality of education factor along with other factors, identified
as personal and institutional factors determine the level of student loyalty. A satisfied
student serves as the advocate for the institutional performance on this regard. The
student loyalty for the institution is ultimately used to develop the word of mouth
communication for the same. The student satisfaction factors specified in this model is
considered as the inputs of the institutional service process. The process finally produces
the outcomes of the word of mouth and developed as a reference point for the marketing
of the educational institution.
8. Recommendations
Thus, several marketing strategies for the higher learning institutions in Bangladesh are
recommended:
1. Marketers need to first identify their target markets correctly and identify the needs
and wants of particular segments of that target market.
2. To serve the students' needs, the quality of teaching, institutions' image and campus
surroundings must be considered by college operators in order to attract students.
3. Holistic exposure - offer unique experience to students. This includes a chance to
meet a wider spectrum of students, especially those from other faculties and to take
part in a whole range of college activities. This is especially lacking in private
institutions.
4. Image and reputation - promotion should be targeted to relevant groups such as the
students, and their friends and families.
5. Information dissemination - TV, radio, education fairs, nationwide tours by
institution representatives, etc.
6. Facilities - the increasing use of multimedia technology and/or information
communication technology in all aspects of education service delivery.
7. Academic staff - emphasis on recruiting and training high caliber staff with extensive
background in research, and business experience.
8. Future studies should use focus group or in-depth study to probe into the 'marketing
thinking' of the institutions. Researchers could also consider looking into other
aspects of a student's decision making process, such as personal factors, family
background, academic achievements, etc. Another issue that is worth exploring is the
relationship between college choice and post purchase behaviour, academic
achievements, and satisfaction levels.
16. 180 Journal of Business Studies, Vol. XXXIV, No. 1, April 2013
9. Marketers should develop a promotional mix that fits the needs and wants of their
target market whilst still aligning it with the overall strategy of the institution.
10. Public relations, such as testimonials from past and present students as well as the use
of representatives and agents should form a part of the promotional mix used,
particularly in Bangladesh.
9. Conclusion
Higher education indicates the prime privilege for a citizen of a country. This sector can
easily meet the basic needs of an economy. This sector influences the overall
development of a society, in terms of some highly correlated factors such as social,
economic, technological, human resources development etc. The development of higher
education plays an important role in facilitating these changes and producing adequately
trained manpower. The effectiveness of higher education institutions contributes to
development both internally and externally. So, higher education needs sustenance and
quality with time and space. For sustaining and improving quality in the higher education
it is needed to reorient of curriculum and introduce vocational and job oriented courses.
Due to the lack of quality of training, lack of combination of knowledge and practice,
poor capacity and quality of graduates, the existing education system of public university
of Bangladesh is in vulnerable position. It is loosing its articulation and reputation that
making it weak in the present competitive market economy. As a result, the public
university is going to fail to keep the tradition as well as quality of training, research and
the social accountability that it had previously.
On the other hand, the higher education of Bangladesh has the lackings of long-term
vision, incomplete education commissions and policies, traditional teaching methods,
inadequate library and laboratory facilities, nasty students and teacher’s politics, weak
financial base and shortage of qualified teachers. There is need to introduce proper policy
in order to minimize the problems that are prevailing in the higher education system. For
this, it is required to the joint efforts of the government, civil society and university
authority in collaboratively.
17. Extended GAPs Model to Assess the Quality of Education for Higher Educational 181
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