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

1. Project report
On
Service marketing mix of engineering collage
(GNIT, IEC, UGI)
SUBMITTED BY: SUBMITTED TO:
NAWNIT KUMAR (266) MR. VIJAY NAGRANI
Nileshkumar (267)
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2. ACKNOWLEDGEMENT
In the name of God, the most benevolent and the most merciful, First of all I
am grateful to NDIM faculty member for conducting this project.
This project has been made possible through the direct and indirect
cooperation of various person for whom I wish to express my appreciation and
gratitude.
First and foremost, my intellectual debt is to those academicians and
practitioners who have contribute significantly to the field of service marketing
research.
I would like to express my sincere thanks and deep gratitude to my esteemed
guide Mr. VIJAY NAGRANI, for his kind initiative, guidance and valuable
suggestion without which the completion of this would have not been possible.
I am beholden to my parents and family, my friends for the blessings and
encouragements.
However, I accept the sole responsibility for any possible errors.
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3. Table of content
1. Education services 4
2. Marketing mix in services 6
3. Objective and scope 7
4. IEC group of institutions (7P’s) 8
5. SWOT Analysis of IEC 12
6. United College of Engineering (7P’s) 13
7. SWOT Analysis of United College of Engineering 17
8. Greater Noida Institute of Technology (7P’s) 18
9. SWOT Analysis of Greater Noida Institute of Technology 22
Conclusion and Recommendation 23
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4. EDUCATION SERVICES
Education is a pure service sector which is characterized by intangibility,
inseparability, heterogeneity and perishability. Here, the offers are intangible and
the service may be based on the reputation of an individual. It is difficult to
compare the quality of similar services and the buyer cannot return the service
once it is availed. The uniqueness of educational services marketing is that, instead
of the traditional 4 P's, (Product, Price, Place, and Promotion) there are 3 additional
P's (consisting of People, Physical evidence, and Process) constitute marketing mix
with 7 P's.
Education system of India is often cited as one of the contributors to the economic
rise of India. Much of the progress in education has been credited to various
private institutions. The private education market in India was estimated worth $40
billion in 2008 and will increase to $68 billion by 2012. However, India continues
to face many challenges in this context. Despite growing investment in education,
40% of the population is illiterate and only 15% of the students reach high school.
Monastic orders of education in India was under the supervision of a guru; a
favored form of education for the nobility in ancient India. Apart from the
monastic orders, institutions of higher learning and Universities flourished in India
well before the Common Era. A number of Urban Learning Centers (ULC) became
increasingly visible from the period between 200 BC to 400 BC. The important
urban centers of learning were Taxila and Nalanda, among others. These
institutions systematically imparted knowledge and attracted a number of foreign
students to study topics such as logic, grammar, medicine, metaphysics, and arts&
crafts.
With the arrival of the British Raj in India a class of Westernized elite was versed
in the Western system of education which the British had introduced. This system
soon became solidified in India as a number of Primary, Secondary, and Tertiary
centers for education cropped up during the colonial era.
As of 2012, India has 41 Central Universities, 275 State Universities, and 129
Deemed Universities, 5 institutions established and functioning under the State
Act, and 13 institutes which are of national importance. Other institutions include
16000 colleges, including 1800 exclusive women's colleges, functioning under
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5. these universities and institutions. The emphasis in the tertiary level of education
lies on Science and Technology. Indian educational institutions by 2004 consisted
of a large number of technology institutes. Distance learning is also an exclusive
feature of the Indian higher education system. Indian Institutes of Technology,
Indian Institutes of Management, Jawaharlal Nehru University, Birla Institute of
Technology and Science, National Institute of Information Technologies, Indian
School of Business, All India Institute of Medical Sciences are some of the well-
recognized global players in professional educational services. In the olden days
existence of „Guru- SishyaParampara‟ in Indian educational system was prevailing.
Teachers were called as „Guru‟ and student were known as „Sishya‟. The sishya
used to stay at a „toll‟ or „Ashram‟ of „Gurukul‟ which now have been transformed
to „Residential Campus‟, or Hostel. Educational service at that time was a „Social
Service‟ and institutions did not have any motive of profit maximization. The
social service has recently being shifted to „Commercial Service‟. Hardly there was
any competition to admit maximum number of students in their institutions. With
Globalization, Privatization and Liberalization since 1991, the educational sector is
flooded with large number of private and foreign players, specially the professional
management institutions. Competition among them (government, private and
foreign owned institutions), population exploration, government initiatives have
enforced the marketing concept in this sector which was not prevailing in the
golden era.
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6. MARKETING MIX ELEMENTS OF EDUCATIONAL SERVICES
Following figure showing the elements of the marketing mix are often referred to
as 'the 7 P's in case of educational services. These 7 P's are often used as marketing
tool by the educational institutions.
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7. OBJECTIVE OF THE STUDY
The main objective of this study was to compare the 7p‟s & SWOT analysis of
three engineering colleges (GNIT, ICE and UGI).
SCOPE OF THE STUDY
The present paper is purely based on secondary data source. For the present study
the institutions offering professional courses related to Management, Engineering
& Technology, Medical Sciences, Journalism and Mass Communication etc. But
we have taken only Engineering & Technology into account. The present study
analyzed various marketing and promotional approaches adopted by the
professional educational institutions in India. We compare & study the 7p‟s and
SWOT analysis of GNIT, ICE and UGI. It has also identified the various tools
used by the professional educational organizations.
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8. IEC group of institutions
IEC group of institutions is one of India‟s premier educational groups. IEC is run
under the aegis of vocational education foundation (VEF), founded in 1989. IEC
group of institutes provides wide range of courses including Management,
Engineering, Hotel management Pharmacy and Vocational education. IEC was an
approved organization of All India Council of Technical Education (AICTE).
Over 3500 students, more than 500 foreign students of more than 30
nationalities, campuses in 4 locations including Greater Noida, Alwar, Baddi and
Nanowal, reflects the growth of an idea of delivering the highest quality of
education.
Under the leadership of Mr. R L Gupta and Naveen Gupta the group has
shown an unwavering commitment to delivering quality education and producing
students who can excel in the competitive industry environments today. The group
has also shouldered the corporate social responsibility (CSR) with élan, by taking
up the “Go Green” campaign with students at its core. From more than a decade,
IEC Group of Institutions has emerged as one of the leading and fast-growing
institutions in Northern India. It delivers high quality professional education
comparable with the best in the world. IEC‟s meteoric rise, in such a short span of
time, is exemplified in the birth and evolution of five institutions.
Institutes are:
IEC School of Engineering.
IEC School of Computer Application.
IEC School of Management.
IEC School of Pharmacy.
IEC School of Law.
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9. The IEC enables excellence for each and every student in each and every aspect of
their personal and professional growth because inter-personal interaction skills are
as significant as technical knowledge and skills. Over a span of 11 years, they
evolved a focused student-centric approach to ensure the employment-readiness of
every student. The resources provided for classroom study, group study as well as
independent study can employed by students, based on their learning preferences
and students can plan for a fruitful and rewarding future in partnership with their
faculty and support service groups on campus and owing to the recession in the
global economy, this is extremely critical for ensuring that students can transcend
the lack of opportunities with exceptional personal excellence.
In IEC Group of Institutions, providing quality education has always been close to
our heart. Interestingly, we have a team of talented and dedicated people working
on cutting edge of technology, working hand in hand with international community
toying with new developments in different disciplines more so in Science and
Technology. It was in this context, that IEC Group of Institutions was established
in a phased manner, in order to bridge these gaps by duly focusing on Research-
driven quality education and positioning itself as a catalyst Institution between all
stake holders including the students, the academia and the Industry.
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10. The 7p’s
PRODUCT
In case of educational services, the course offered by the institute is B.Tech
Course.
Engineering is the discipline, art, and profession of acquiring and applying
scientific, mathematical, economic, social, and practical knowledge to design and
build structures, machines, devices, systems, materials and processes that safely
realize improvements to the lives of people.
Main Engineering Branches Offered By the College
B.Tech. (Computer Science & Engineering)
B.Tech. (Information Technology)
B.Tech. (Electronics & Communication Engineering)
B.Tech. (Mechanical Engineering)
B.Tech. (Electrical Engineering)
B.Tech. (Civil Engineering)
B.Tech. (Electronics & Instrumentation)
B.Tech .(Automobile Engineering)
PRICE
The price is the amount a student pays for the services availed by him or her. It is
determined by a number of factors including competition, service quality,
placement, reputation of the institution, private or public ownership, infrastructure,
facilities provided, location of the institute, mode of education, brand name of the
educational institution etc. For this college the fee for this course is 1, 17,300 and
the hostel fee is 80,000 for single bed, 77,000 for double bed and 71,000 for triple
bed.
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11. PLACE
The location of educational institute is Plot No. 4, Institutional Area,
SurajpurKasna Road Knowledge Park 1, Greater Noida.
PROMOTION
The communications that a service provider uses in the marketplace are
Newspaper
Magazine
Social Networking sites
Live chat option
Toll free nos.
PEOPLE
There is more than 120 teaching & non-teaching staff that provides services to the
students.
PROCESS
The procedures, mechanisms and flow of activities which lead to an exchange of
value are called the process. They uses projectors in classes for teaching, they also
have interaction sessions every week to clear doubts.
PHYSICAL EVIDENCE
The college have good infrastructure, parking facility, playground, hostel, AC class
room facility, computer laboratory, canteen, library, number of books and journals.
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12. SWOT ANALYSIS
STRENGTHS WEAKNESS
1. World class infrastructure 1. Weak management team
2. International collaboration 2. Low placement
3. High qualified faculties
4. Anti- ragging cell
OPPORTUNITIES THREATS
1. Improve placement record 1. High competition
2. Improve ranking in india 2. Economical slow down
3. Improve management team 3. External changes
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13. The United Group, founded by late Shri Shiv Ram Das Gulati in 1951 emerged
from a transport business to the giants in the fields of education, services,
transportation and journalism. The group made a mammoth leap in the education
arena in the mid-80s by being the pioneers in computer education. This further lead
to the establishment of United Institute of Management and United College of
Engineering & Research in Allahabad & Greater Noida.
Now, with 10 well established institutes in Allahabad and Greater Noida, over
7500 students and more than 415 faculty members, the United Group of
Institutions is poised to reach the next level providing the best technical education.
Our establishment offers NBA accredited courses, Quality recognized by the
World Bank and boasts of more than 3600 alumni base. Our placement scenario is
booming with over 3000 jobs already offered and state of the art facility provided
to faculty and students alike.
Fortified with these features, the United Group is primed to continue taking the
world of quality education to the highest attainable limits. All the institutions are
affiliated to the U.P. Technical University, Lucknow and are approved by All India
Council for Technical Education (AICTE), Ministry of Human Resources
Development, Government of India, New Delhi.
Vision: “We aspire to reassert the significance of high quality education by
producing competent professionals who can shape the destiny of our nation into a
stronger and developed stature.
We envisage that high quality education using interactive methodologies will equip
students to excel as a professional. The values instilled among students while
imparting education, will strengthen the moral and ethical fabric of the nation and
revive the human spirit. The zeal of competitiveness will always be positive and
setbacks will only be catalysts for greater achievements”
Mission:“We at United Group of Institutions, aim at creating a workforce of
professionals with analytical skills who can dream a better world and transform the
dream into reality.
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14. We will create a dynamic and collaborative climate to broadenour students‟
managerial competence; and build an Institute that is resilient, flexible and
productive. We will be recognized for high ethical standards and responsiveness to
the social environment.”
Institutions under this group are:
United Institute of Management (Allahabad)
United College of Engineering & Research
United Institute of Management
United Institute of Management (Greater Noida)
United College of Engineering & Research (Greater Noida)
United Institute of Technology (Allahabad)
United Institute of Pharmacy (Allahabad)
United College of Engineering & Management
United School of Business (Greater Noida)
Address:
United College of Engineering & Research & United Institute of Management
Greater Noida 50, Knowledge Park-III, Greater Noida (UP).
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15. The 7p’s
PRODUCT
The course offered by the institute is B.Tech Course.
Main Engineering Branches Offered By the College
B.Tech. (Computer Science & Engineering)
B.Tech. (Information Technology)
B.Tech. (Electronics & Communication Engineering)
B.Tech. (Mechanical Engineering)
B.Tech. (Electrical Engineering)
B.Tech. (Civil Engineering)
B.Tech. (Electronics & Instrumentation)
PRICE
The fee structure for this college is
Tuition fee – 1,10,000
Hostel fee – 65,000 (per semester)
PLACE
The location of educational institute is:
United College of Engineering & Research & United Institute of Management -
Greater Noida -50, Knowledge Park-III, Greater Noida (UP).
PROMOTION
The promotional activities that a service provider uses in the marketplace are
Internet
Newspaper
Magazines
Toll free no‟s
Hording
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16. PEOPLE
The no of persons who provides services weather they are teaching or non-teaching
staffs. This institute have 100 persons involves in teaching and non-teaching
services.
PROCESS
The procedures, mechanisms and flow of activities which lead to an exchange of
value are called the process. They uses projectors in classes for teaching, they also
have interaction sessions every week to clear doubts.
PHYSICAL EVIDENCE
The college have good infrastructure, parking facility, playground, hostel, AC class
room facility, computer laboratory, mechanical lab, canteen, library, number of
books and journals, travelling facilities.
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17. SWOT ANALYSIS
STRENGTH WEAKNESS
1. Fastest growth. 1. Lack of unique teaching &
2. Industry tie ups. research.
3. Recognized courses. 2. Budget limitation for faculty
4. Experienced faculty. development.
5. Different scholarships for 3. Small alumni base.
students. 4. Space limitation (office &
classrooms).
OPPORTUNITIES THREATS
1. Quality growth of students. 1. Competition with other college.
2. Develop more external relations. 2. Faculty turnover & shortage.
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18. Greater Noida Institute of Technology (GNIT) is one of the premier Institutions in
the field of Technical and Management Education. It has been formed by Shri Ram
Educational Trust, Noida on no profit basis with a firm determination and
commitment to foster a holistic approach towards the development of Engineering
and Management Education. The Trust was formed in the year 2000 and the
Institute was established in the year 2001.
It has been approved by All India Council of Technical Education and affiliated
with "Mahamaya Technical University", Lucknow. At present it is imparting
MBA and B.Tech Courses in different disciplines. Institute has also planned to
have Master's and Doctor's Programs in near future.
The Institute distinguishes itself from other colleges and Institutes due to its
holistic approach and unique foresighted planning in providing technical and
professional education with the state-of-the-art techniques. The main objective of
an Institute is to generate a bunch of highly creative professionals, who can
contribute not only in the Human Resource Development but also in the Nation
Building Exercise.
All round personal growth of the students and development of fine skills are the
key objectives at GNIT. We groom students as an effective personality for
immediate employment. It may be noted that the U.S.A, European and the Middle
East countries find qualified & skilled manpower mostly from other developing
countries. India, being a large population of English speaking people, is a potential
competitor in providing trained technical and professional manpower to the global
Industrial Market.
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19. Mission & Vision
To serve the society and enhance the quality of life through excellence and
leadership in professionally relevant education, as an academic community which
is outward looking and committed to innovation and lifelong learning
Ways of Learning
Learning at GNIT can be manifold and you will be encouraged to explore a variety
of different approaches of studies during your time here with numerous
opportunities for developing your individual potential.
Learning Curves
At GNIT traditional teaching methods such as Lectures and Seminars are
complemented by team projects, tutorials and practical assignments. Interactive
educational questionnaires are available, which permit you to study at your own
pace at your own time.
Personal Growth
Personal growth and professional development are the key objectives of the
professional education. At GNIT you will develop your ability to think
independently, argue critically, solve problems and communicate effectively.
These valuable life skills will make you highly employable in today‟s job market.
Not only this shall you come out as an effective total personality.
Key to Success
Professional courses are valuable investment, bringing you immediate rewards and
a life time of benefits but it is necessary for you to exert and take advantage of the
variety of the courses which open to you a wealth of career choices. At GNIT, you
can develop your expertise and knowledge in a supportive and stimulating
academic environment. Studying at GNIT can be as challenging as it is captivating,
but plenty of professional advises are available. You can use your valuable time
here and become a committed professional.
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20. The 7p’s
PRODUCT
This institute offer B. Tech Degree. The different branches under this degree are
B.Tech. (Computer Science & Engineering)
B.Tech. (Information Technology)
B.Tech. (Electronics & Communication Engineering)
B.Tech. (Mechanical Engineering)
B.Tech. (Electrical Engineering)
B.Tech. (Civil Engineering)
B.Tech. (Electronics & Instrumentation)
B.Tech. (Aeronautic Engineering)
The total no of seats are- 840
PRICE
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21. PROMOTION
The promotional activities that a service provider uses in the marketplace are
Internet
Newspaper
Magazines
Toll free no‟s
Hording
Web Marketing
PLACE
The address of service provider is
Greater Noida Institute of Technology
Plot No. 7, Knowledge Park - II
Greater Noida, U.P., INDIA
PEOPLE
No of people involve in providing services are 81 including teaching and non-
teaching staff members.
PROCESS
This college provides latest technology for delivering their services and having
good environment for study. There is good relation between student and faculty
members. They have highly equipped labs for different branches.
PHYSICAL EVIDENCE
The college have good infrastructure, parking facility, playground, hostel, AC class
room facility, computer laboratory, mechanical lab, canteen, library, number of
books and journals, travelling facilities.
Computer Labs are equipped with more than 600 computers, which can
accommodate 30 students in each lab. These labs are gear to provide the specialist
environment for all courses as well as simulated business environment. All
Computers are internet connected by the LAN and also connected with the outside
world by Internet.
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22. Computer Labs have Windows, UNIX, LINUX, environments with a host of
software packages relating to various aspects of computer science and engineering
and other disciplines related software like Drawing and Drafting Package (AUTO
CAD), Multimedia, Presentation, Film making and editing packages
SWOT ANALYSIS
STRENGHT WEAKNESS
1. Good infrastructure 1. Low number of faculties
2. High qualified teacher 2. Low placement record (40%)
3. Large number of alumni base 3. Low qualities of technical
4. Ekansh journal publication education
5. High teaching research 4. Low promotion of collage
OPPORTUNITIES THREATS
1. Developing placement record 1. Increasing number of collage
2. Improve brand image of collage 2. Other education sector are giving
3. Increase number of faculties better return
4. Open new branch 3. High Competition with other
college
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23. Conclusion
From above analysis, there is neck to neck competition between GNIT, IEC and
UGC. Students are the backbone of an educational institute as well as a nation. A
country, society and culture become rich when the educational system is well-
established. Educational institutes needs to adopt the „student centric approaches‟
to remain unbeaten in the turbulent market.
Institutes should cultivate „professionalism‟ and inculcate the same among their
students. They must ensure quality output from their institutions. Positive „word-
of-mouth‟ can be ascertained to create awareness among the target segment.
Educational services organizations ought to focus on building stronger network
with the existing and prospective employers in the country and abroad.
In this context „Industry-Academia Interface‟ can be built. Long term relationship
must be built with the employees and employers. „Student Relationship
Management‟ (SRM) i.e. relationship with the alumni, can be very useful tool for
promoting the present students and the institution as a whole.
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24. Recommendations
1. They should realize the expectations of the students and try to meet the same
accordingly, if meet, customized services are to be rendered.
2. The institute should design the services which are market and student
oriented.
3. Service quality and appropriate delivery process need to maintain properly.
4. Institute ought to keep the promises communicated by them.
5. They should focus on placement. These collage have only 40-50%
placement record.
6. They must not allow creating any expectation and perception gap in the
mind of their students. Marketing strategy should be adopted which are
exclusive for student / customer satisfaction. The Consumer-Centric
Business approach should be the appropriate path for them.
7. Student Relationship Management (SRM) must be maintained
systematically for the long run benefit of the institution.
8. Alumni are the most important stakeholder and the greatest contributor for
the organization. Fair treatment to all the present andformer students is very
necessary because of the fact that they act like non-paid brandambassadors
of the institute.
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