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

SUBMITTED BY: NAWNIT KUMAR (266)

SUBMITTED TO: MR. VIJAY NAGRANI

Nilesh kumar (267)

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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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Table of content
1. 2. 3. 4. 5. 6. 7. 8. 9. Education services Marketing mix in services Objective and scope IEC group of institutions (7Ps) SWOT Analysis of IEC United College of Engineering (7Ps) SWOT Analysis of United College of Engineering Greater Noida Institute of Technology (7Ps) SWOT Analysis of Greater Noida Institute of Technology Conclusion and Recommendation 4 6 7 8 12 13 17 18 22 23

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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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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 wellrecognized global players in professional educational services. In the olden days existence of Guru- Sishya Parampara 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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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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OBJECTIVE OF THE STUDY

The main objective of this study was to compare the 7ps & 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 7ps 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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IEC group of institutions

IEC group of institutions is one of Indias 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 lan, 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. IECs 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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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 Researchdriven 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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The 7ps
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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PLACE
The location of educational institute is Plot No. 4, Institutional Area, Surajpur Kasna 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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SWOT ANALYSIS

STRENGTHS 1. 2. 3. 4. World class infrastructure International collaboration High qualified faculties Anti- ragging cell

WEAKNESS 1. Weak management team 2. Low placement

OPPORTUNITIES 1. Improve placement record 2. Improve ranking in india 3. Improve management team

THREATS 1. High competition 2. Economical slow down 3. External changes

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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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We will create a dynamic and collaborative climate to broaden our 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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The 7ps
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 nos Hording
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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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SWOT ANALYSIS

STRENGTH

WEAKNESS

1. 2. 3. 4. 5.

Fastest growth. Industry tie ups. Recognized courses. Experienced faculty. Different scholarships for students.

1. Lack of unique teaching & research. 2. Budget limitation for faculty development. 3. Small alumni base. 4. Space limitation (office & classrooms).

OPPORTUNITIES

THREATS

1. Quality growth of students. 2. Develop more external relations.

1. Competition with other college. 2. Faculty turnover & shortage.

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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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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 todays 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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The 7ps
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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PROMOTION
The promotional activities that a service provider uses in the marketplace are Internet Newspaper Magazines Toll free nos 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 nonteaching 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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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. 2. 3. 4. 5.

Good infrastructure High qualified teacher Large number of alumni base Ekansh journal publication High teaching research

1. Low number of faculties 2. Low placement record (40%) 3. Low qualities of technical education 4. Low promotion of collage

OPPORTUNITIES

THREATS

1. 2. 3. 4.

Developing placement record Improve brand image of collage Increase number of faculties Open new branch

1. Increasing number of collage 2. Other education sector are giving better return 3. High Competition with other college

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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 wellestablished. 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 wordof-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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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 and former students is very necessary because of the fact that they act like non-paid brand ambassadors of the institute.

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