Impact of Digital Marketing in Promoting Student
Enrolment Ratio in Private Universities: Changing Patterns of Higher Education
Marketing
Dr.IndrajitGhosal
Asst. Professor,
Department of AIIT
Amity University, Patna
Bikram Prasad
Research Scholar,
Seacom Skills University,
Bolpur,W.B
Dr. KulvinderKaur
Asst. Professor
Pacific Institute of Management,
Pacific University, Udaipur
Abstract
The Gross Enrolment Ratio(GER) in higher education is a positive indicator for the development of any nation. The study investigated various perceived factors affecting the enrolment system adopted by the private universities. The perceived factors has been analysed through the extraction of weight vectors orthogonallyand then compared with demographic categorizations. The perceived factors extracted are third party portal and online counselling,Social media marketing,Website content and search engine optimisation,Advertisements in video portals,Advertisements in print media and admission campaigns.The implied findings will enhance the GER of the private universities and strengthen the higher education systemwith resilient and sustainable foundation.
Keywords: Higher Education,GER,Private universities, Digital marketing, Student enrolment ratio,perceived factors, Gross Enrolment Ratio (GER), ANOVA
1.
Introduction
Higher education scenario in India:
Education is an indispensable parameter for the overall development of the society.Hence access to education is the important facet enshrined in the human development policies.This is substantiated by the fact that the education is a tool through which a human mind can make all possible achievementsby reaping their latent ideas. In lieu of such contemporary thought of Reconstructionist and behaviourism, the investment towards higher education to ensure learning for all hassoared up contextually.Throughout the previous decade,the leading bodies and government of respective nations have invested highly in higher education.This can be more substantiated by the fact that the number of out-of-school children have been reduced from 106 million in 1999 to 68 million in 2008.The parameters for education have increased among the both genders thus up scaling the human development parameters across Inequality –adjusted Human development Index.In between the period of 1991 and 2007,the ratio of girls to boys in primary and secondary education have improved from 84percent to 96 percent in developing nations of MiddleEast, North Africa, and South Asia. The improving enrolment in the early education has paved way for the enrolment in the higher education system.Contrastingly,the situation is not in line with the progression of higher education in India as compared to developed nations. The percentage of students enrolled in the higher education in world varies from the 28% to 90%.On the other hand, the higher education enrolment percentage in India is estimated as 25.8% which is lower than the minimum enrolment percentage of higher education of world which is estimated as 28%.According to the reports published through All India Survey on Higher Education(AISHE),the enrolment in have dropped about the 5lakh in the undergraduate courses like Bachelor of Technology(B.Tech) and drop of about 6.6lakhs in case of Arts courses.This fact can be justified by the fact that the number of students enrolled in the B.Tech courses have drastically reduced to 37,70,949 in 2018-2019 from 42,54,919 in 2014-2015.The Gross Enrolment Ratio(GER) is calculated for the age of 18-23 years in India.The enrolment in technical course indicates the infrastructural development and Progression in Information Technology. But the reports(TOI -2016-2017) of approval of 507 colleges have been approved for progressive closure by AICTE(All India Council For Technical Education) is a matter to be considered in order to revamp higher education system of India.
There is need reengineer or restructure the system in order to bring the country as per with the purviews of higher education with proper development indices .The reasons for decreasing enrolment can be attributed to complex socio economic texture ,gap in implementing the education policy at grassroots level,inaccessibility to information. On the other hand, economic slowdown in India is affecting the enrolment ratio in India indirectly. The mission of gaining competitive advantage with proper quality leaning methodology supported by Research development is inconceivable until and unless we can bring talented human resource in the purview of higher education system in India.
Emergence of digital technology:
According to the Ghotibifar.2017, the technological infusion in the existing way of doing business has changed the perception of the consumers. Similarly the business organisation have adopted various strategies through digital platform in order to sustain their holistic growth in the way forward journey (Lamberton and Stephen et al.2016).The digital marketing technology have relinquished with technological infusion.With the advancement of social media from being mere a message conveying tool to the experience based immersive tool for the digital technology users. The importance of digital marketing technology hassubterfuge to immersive based experience of consumers(Kannan,2017).
A
priori evaluation of marketing strategy and tools in higher education marketing:
The higher education’s institutions use different strategy to promote their vision for higher education.In Indian scenario,the higher education institutions in India’s adopt a mix of offline and online marketing promotion tools to increase their enrolment ratio.The education is rooted through various entrance examination system held in India.There were specific examinations which are held at the national level,state level and at the individual university level.The exams like Joint entrance exams for engineering,NEET,CLAT,CAT,MAT are held to screen the students according to their rank.Post exams,the students are left with the choice of choosing the university or college according to the course opted by them.According to the recent reports,the reputation of the college in terms of quality of teaching,geographical location,research and development,employment of alumni influences the enrolment process.Hence it’s imperative for the universities to communicate their activity to the students so that the students get enrolled in the respective universities with proper information.
The Private universities in India adopt various tools like STP, segmenting targeting, and positioning for upscaling their enrolment and communicating their activity.The promotional camps according to the courses are held.The offline promotion camps are held specifically for any course or department as well as for the overall development.Even few universities organise their camps in the remote parts of society in order to inform students of that very region about their activity(Courses, placement).This helps to promote the enrolment by including eligible students residing in area where there is fewer scopes for higher education in India.
Infusion
of digital marketing technology in student enrolment system:
The organisation whether they are profitmaking or not for profit are adapting the digital technology in order to endure them in the age of dynamically changing technology. Thedisruption of the traditional mode of operating an organisation through the emergence of the Information technology, automation, haspressed them to adopt the technology (Yadav and Pavlou.2014). In lieu of this, the digital marketing technologies have infiltrated in the horizons of the higher education scenario in India. The applications of the digital technology have prompted the higher educational institutions all over the world about the service they provide in their respective domain. Hence they are in favourable locus to exhibit the opportunities they provide for the students(PATRUTIU BALTES, 2015).Previously the higher educational institutions used to communicate to the students through offline tools majorly. The reputable educational institutions used to promote them through the Television advertisements and Radio channels, FMchannels. The institutions with moderate financial budget allocated utilises print media tools ,Offline fairs and Promotions through magazine(Mazzarol.1998).The target consumers for the educational institutions are the young people and they have higher affinity for internet based applications through mobile devices. Hence digital marketing is imperative for higher educational institutions to use digital tools in order to communicate about their service(Truong and Simmons,2011).The use of digital marketing strengthen the brand value and helps in building the brand cognizance among the virtual community(Voorveld at al.2019, Thompkins et al.2019,Duff et al.2019,Poels et al.2019,Voorveld ,et al.2019).The higher educational institutions uses different digital marketing strategies in order to communicate their activities. The technologies like Search Engine Optimization, Social media applications,and content based advertisements in the Video portals like YouTube, student community pages in Facebook,Blogging,Webinars,E-learning tools.The higher educational institutions uses the Search Engine Optimisation helps in enhancing the organic click through rate(Satish and Sunil,2012). The higher educational institutions use the social media tools to convey their service to the student community which further helps this enterprises in building brand network(Boyd and Ellison,2018).According to the (Ghosal I, 2019)digital marketing have enhanced the convince in enhancing the enrolment of the students in Indian context.The author has further opined that digital marketing tools provide cost effective method for advertisement and marketing.The higher educational institutions can use this digital marketing technology in creating a virtual community among the students searching for specific type of course. (Kumar p et Al., 2019)Zervina O & Y Stukalina (2018) investigated one paper and examine some marketing strategies to be applied in a higher education institution in the agenda of customer-driven education.The authors have further opined that digital marketing strategies can help in overcoming the challenges to build effective marketing strategy. This will provide a strong network and better relationship management in the contemporary era of customer driven education.According to Gutterman,2009,Information and communication technology assists in achieving sustainable development. Castillo G & HaddudA (2018)have opined that the use of social media tools can help online students become more engaged and interact more effectively with peers and instructors. Dubey P &Pandey D.K (February, 2019) explained that online admissionsystem can impact the satisfaction in higher educational institutions of Bilaspur. They have proposed model covering eight different dimensions namely student satisfaction, transparency and efficiency, information access, ease of use, safety and security, resource utilization and value for money was tested in the study.
Statement of the Problem:According to the survey on Higher education 2017-2018(released by Ministry of Human Resource Development Department of Higher Education,Government Of India),there are 903 universities,39050 colleges and 1011 standalone institutions .Among the 903 universities,343 universities are privately managed.The gross enrolment ratios in developed nations are comparatively higher.According to the secondary reports(uis.unesco.org),the gross enrolment ratio in tertiary education of Germany is about 70% in 2017..The Gross enrolment ratio in tertiary education in tertiary education is 85.8% as in 2015.The gross enrolment ratio of China is 48.1% in 2018 which has been escalated by 2.4% from the year of 2018.the Gross enrolment Ratio for tertiary education of Russian Federation is 80.4% in 2015.In lieu of such conditions for India which is leaping ahead for Global leadership,the gross enrolment ratio of India is 25.8% which is relatively low as compared to developed nations.Even the enrolment ratio is not properly distributed among the levels of education.The number of students enrolled in under graduate programme is 79.2% of the total enrolled.Among them only 0.5% of the total enrolled for the undergraduate programmes,only 0.5% of them (1,61,412 students) are enrolled for research.This factor necessitates the gap in the enrolment system which is one of the reasons for the lower enrolment ratio of students.Though these issue encompassed by the complex socio economic scenario of the India,but the gap in the enrolment system cannot be overlooked.Hence,an attempt has been made to investigate the factors affecting the enrolment system of private universities of the West Bengal in the current scenario.The latest technological infusion in the enrolment system adopted by the universities has been investigated in the current time perspective.
Rationale of the research:
The
West Bengal state is witnessing an escalating impact on the evolution of higher
education system due to emergence of the Private universities.The private
universities have increased the enrolment ratio of students.The study will
examine the use of the digital marketing and promotion tools used by the
private universities of the West Bengal.This paper will explore the major modes
of the admission system adopted by these private universities with relevance to
both offline and digital marketing tools.The relevance of the digital marketing
tools in this marketing mix technique(traditional and digital modes) in the
current scenario.The affinity of the students towards this enrolment system
will also be assessed.
Admission/Enrolment
System Drive of the universities
in promoting enrolment of students. Digital Promotion Promotions
through traditional media and Admission fairs Admission
drive through outsourced counselling sites Digital Publicity outsourced through
Independent bodies
2.
Significance of
Study
I)
Implications for Higher Education sector to increase
students’enrollment ratio.
II)
Justify those factors which promoted the respondents inadmission
system with modern technology Digital Marketing in various private universitiesaround
Kolkata District.
III)
Validate the association among factors with demographic
variables which can justify enhancementof number of students enrolling in
higher education contemporarily as well as in time ahead.
3.
Research
objectives:
The higher education sector in India is facing challenges to increase the enrolment rate of the students. The research is an investigation about the enrolment system and its promotion tools infused with technological adjustment. Thestudy has also explored the relationship of the factors relating to the enrolment system and the demographic categorization of the respondents.
The specific research Objectives are as follows:
1)
To identify those factors enhancing the
Studentsenrollment rate of the private universities.
2)
To identify the association between the
factors enhancing the Student enrollment rate with reference to their
demographic categorization.
4. Research Methodology
Study Settings and
Designs:
The study is descriptive in nature. The data was collected from the
students of various levels of education. The levels of education taken in this
case are undergraduate programmes, postgraduateprogrammes. The students
enrolled in the private universities are taken as the respondents. The size of
the sample was determined according to the size of proportionality. The
respondents are chosen from the random number generated from the excel sheet.
Themethod of simple convenience sampling has been followed.
Questionnaire
development and pilot testing:
The study has explored secondary sources of data in order to explore the enrollment system followed by the universities. Besidesthese, a qualitative investigation has been conducted with the audio recordings, Video recordings, and as well as face to face interviews.The questionnaire was formulated on the summated rating scale. The Five point likert scales have been used here with 1 referred to as strongly agree and 5 referred to as strongly disagree.The outputs of the interview are coded; transcribed and common word roots have been derived. The whole output have been an effective instrument to design questionnaire. Again the questionnaire was assessed to the experts and pilot tested to confirm it’s construct validity.The Questionnaire framed was translated to Bengali and again translated back to English in order to achieve semantic consistency.The compliance of the paper with construct validity,convergent validity,content validity,Representation validity,face validity ,criterion validity, concurrent validity and predictive validity have been checked. The method of Self-administered questionnaire have been used which defines that the respondent’s take the responsibility of reading and answering the question.This method has been considered deemed as better mode as it reduces the bias and improves the quality of response.Questionnaire contains two parts: a) the demographic details of the respondents b) Reflective statements to find out the perceived impact of Digital Marketing in higher education for admission system in different private universities.
Empirical design:
The response from the questionnaire was coded in the table in the IBM
SPSS 23 software.The exploratory factor analysis has been used in order to
obtain the purpose of data redundancy.The Principal Component Method was used
to extract the dimensions. Through the Principal Component Analysis,the data
have been projected into the principal subspace.The principal have been spanned
by the eigenvectors of the covariance matrix.The orthogonal rotation method by
the Gram-Schmidt orthogonalization has been followed along with pertinent
iterative thresh holding.The adequacy of the sample was verified through
Kaiser, Meyer and Olkin test(KMO) and Bartlett’s test.The
factors affecting for enrolment system through Digital Marketing have been
extracted through – variables through data redundancy techniques and Factor
analysis with Rotated Component Matrix. Analysis of variance (ANOVA) has been
used to check the association among factors(Independent variables) with
demographic variables.
Types of data
used:
Primary data have been collected from the survey which is either coded qualitatively and quantitatively. Secondary sources of data have been collected through books,journals,reports,research studies,internet sources;the data from secondary sources was collected through books, journals, reports, research studies, internet sources, magazines, newspapers, and survey reports from the Department of Higher Education,MHRD as well as the Department of Higher Education, Government of West Bengal.
Hypothesis Formulation
1) H01:
There is no significant association between ‘Gender’ and ‘Student Enrolment system”
with respect to factors.
2) H02:
There is nosignificant association between ‘Age’ and ‘Student Enrolment system’
with respect tofactors.
3) H03:
There is no significant association between ‘Courses” and ‘Student enrolment system’ with respect to factors.
4)
H05: There is nosignificant
association between ‘Area of residence’
and ‘Student Enrolmentsystem’ with respect tofactors.
Data Analysis and
Findings:
Table 1:
|
Items
Frequency Percentage |
Items
Frequency Percentage |
|
Gender Male 65 54.16% Female 55 45.83% Total |
Course Undergraduate 68
56.66% Postgraduate 52 43.33% |
|
Age of the
Respondents 18-21 45 37.5% 22-24 25 20.83% 25-28 50 41.66% 25-28 |
Types of
Residence Urban 61 50.83% Semi-Urban 38 31.66% Rural 21 17.5% |
Table 2:
|
Cronbrach’s alpha |
No. of items |
|
0.771 |
120 |
Table 3:
|
Kaiser –Meyer –Olkin Measure of Sampling Adequacy |
0.902 |
|
|
Bartletts test of sphericity |
sig |
.000 |
Factors
obtained based on the Variance values:
Table
4
|
Statement of variables |
Variance values |
Factor |
|
The third party portals like shiksha.com influences you towards admission
in this university |
.567 . |
Third party portal and
online counselling |
|
During your decision making time,
third party portals have helped by providing right information about the
university. |
705 |
|
|
The websites of the third party portals
provides proper counselling to the you |
.771 |
|
|
The third party portals provide
right options about the choice and eligibility oftaking admission in
particular degree. |
.541 |
Table
5
|
Statement
of variables |
Variance
values |
Factors |
|
The
Facebook page of the institutes have higher organic traffic |
.506 |
Social media marketing |
|
The micro
blogging can promotes the students towards the institutes |
.605 |
|
|
The
webinars have a propelling role in attracting students towards them |
.546 |
|
|
The
Google Ads and search engine optimization have a influential effect in
generating leads |
.787 |
Table
6
|
Statement of variables |
Variance values |
Factors |
|
The
website content guides you for taking admission |
.710 |
Website contentand Search Engine Optimization |
|
The
Information in the website have influence on the admission |
0.837 |
|
|
The
placement information in the website helps in justifying your decision. |
.771 |
|
|
The
information related to affiliation and collaboration is one of the guiding
factor. |
.522 |
Table
7
|
Statement
of variables |
Variance
values |
Factors |
|
The
advertisement through video contents helps in justifying your choice for
admission. |
738 |
Advertisement in video portals |
|
The
content about the activities in the college through video portal creates
cognizance about the college. |
.700 |
|
|
The video about campus live creates
brand value and influences you. |
.896 |
|
|
The video about types of courses
helps you choosing the right course available in the university for you. |
.726 |
Table
8
|
Statement
of variables |
Variance
values |
Factors |
|
The education
fairs helps you in knowing about the university. |
.864 |
Advertisements in print media and Admission campaigns |
|
The
advertisements in newspapers provide a useful insight to you regarding
information about admission notification. |
.506 |
|
|
The
advertisements in the magazines gives a
solution to the dilemma regarding the choice of university |
.605 |
|
|
The
education fairs organised at the venues near your residence helps you in
decision making without travelling long distance. |
.546 |
Table 9(ANOVA table used to identify the significant association among Demographic variables and extracted factors though EFA method)
|
Variable |
Significance
value among the factors |
Significance
value(Positive association) |
|
Gender |
Third party portal and online counselling,social
media marketing, Website content and search engine optimisation,
Advertisement in video portals,Advertisements
in print media and Admission campaigns |
Gender is significantly
associated with the Social media
marketing, Website content and Search Engine optimisation |
|
Age of
respondents |
Third party portal and online
counselling,social media marketing, Website content and search engine
optimisation,Advertisement in video portals,Advertisements in print
media and Admission campaigns |
Age of respondents is significantly
associated with Social media Marketing
and Advertisement in video portals. |
|
Types of
courses |
Third party portal and online
counselling,social media marketing, Website content and search engine
optimisation, Advertisement in video portals,Advertisements in print media and
Admission campaigns |
Types of
courses
is significantly associated with Website
content and SearchEngine optimisation |
|
Area of
residence |
Third party portal and online
counselling,social media marketing,
Website content and search engine optimisation,Advertisement in video
portals,Advertisements
in print media and Admission campaigns, |
Area of residence is related withAdvertisement in video portals and Advertisement in print media and
Admission campaign. |
Findings
through Factor Analysis:
1)Third
Party Portal and Online Career Counselling:
In current scenario,the private universities outsource their marketing through external portals which provide counselling and information regarding their courses.The third party portals like shiksha,College Dunia,College Dekho provides service similar to these in addition to lead generation for student admission.The third party portals also provide counselling service and guide the students when they are in dilemma regarding their choice of career.They also serve the queries.This system aids the students in informed decision making and provides right candidate to the university for the purpose of admission. Choosing right career decisions Henceforth this portals which is a part of information based digital marketing helps in opting for right career decisions and increases the enrolment rate of the students in higher education.
2) Social media marketing: Social media have been extensively used by the universities to connect with the students and other target groups. In this research, the factor of social media marketing is encapsulated with the behaviour like the usage of facebook app,microblogging app.Besides these the live webinars organised by the universities which are broadcasted online or live streamed have a propelling role in the promotion of the admission system.Besides these,the Google Ads and search engine optimisation have an influential effect in providing right information to the students.The social media have been used by the universities for the purpose of advertising, communication and marketing. Even few social media apps acts as a part of public relation management for the organisation.
3)
Website
Content and search engine optimisation:
Website content has been another source of relevant information about the university. In many case, it acts as the first point of encounter for the private university. The perceived impact of the website content of the university has a deeper impact. The factor of website content is embedded by its utility of guiding students about the type of course. The information of placement data, salary packages, collaborations with the foreign universities provide a reliable feed for substantiating the decisions of the students. The information related to the eligibility of the students helps the interested students to know and prepare about the national entrance examinations. The previous year’s cut off list helps the students to prepare for the admission in the college in advance.
4)Advertisements through video portals:The universities have their separate channels in the video portals where they upload various videos related to the education scenario of various departments. Information related to various innovations and research is also uploaded here.Even they are advertised through content based ads in these video portals. The affinity of the students towards these video portals lies in its utility in justifying the choice of admission,increasing cognizance about the respective university and concerned departments.
5) Advertisement in print media and admission campaigns: The advertisements through print media and campaigns have a detrimental effect in enhancing enrolment rate in the areas with limited internet accessibility and technological penetration. Though the effect of these campaigns is diminishing day by day due to technology based cost effective disruption in advertisements.But to specific segments of their population,it is still relevant. Through advertisements in print media,much useful information can be provided to the students regarding starting of admission session, notification about entrance examination,aptitude test.These advertisements and campaigns can be beneficial to the students residing in the remote areas with limited internet access
Admission/Enrolment in the respective
courses
Enrolment
system of Private universities Screening
through entrance examinations, aptitude test
Findings through ANOVA:
The ANOVA is
an effective tool that will help to test a specific hypothesis is generated
about the population parameter. The statistics of the sample is then tested to
conclude about the hypothesis. While testing the parameters through ANOVA,it
have been found that Gender categorization have been found to shown the
significant association with “Social media marketing” and “Website Content and
Search Engine Optimisation”.The Age of Respondents showing significant
association with the “social media marketing” and “Advertisement in video
portals”. The variable of Types of Courses has been showing positive
association with the Website content and the search engine optimisation. The
Area of residence has been showing positive association with the Advertisement
in video portal as well as Advertisements in print media and Admission
campaigns.
Conclusion
The
factors that have been obtained through the data reduction are “Third party
portal and online counselling”, “social media marketing”, “website content and
search engine optimisation”. The other factors that have been obtained are
advertisements in video portals, advertisement in Print media and Admission campaigns.
The social media marketing tool have been used extensively as their internet
consumption pattern is majorly chunked by social media. Search engine
optimisation helps in enhancing the visibility of the website through the
improvement of unpaid results. The association of the factors have been
validated through F-statistics and comparison of means of the group. The method
of comparison of mean and the F-statistic have extracted positive association
of the demographic categorization with factors abstracted. The factor of Gender
and Types of Courses are significantly associated with the Website content and
the search engine optimisation. The statistical analysis has inferred that
social media marketing has been significantly associated with the Gender and
Type of course categorization of the sample. Thus the study will help in
structural analysis of the factors affecting the admission in higher education
institutions or universities. The knowledge of this scenario will help the
private universities in content framing and analysis of the promotion which in
turn increase the GER of the students.
Managerial and academic implications:
The higher
education scenario is witnessing a latent changes by the impact of policy
changes, MFD (Maximising Fund for Dependency), as well as by the drift by the
dynamic job market. In such case,keeping pace with the Global and National
challenges and optimise the resource utilisation, is a major factor for the
higher education institutes.Similarly, the recent upsurge of private
universities has also led to the concept of Self driven sustainability. In lieu
of such cases, it is important to know about the likelihood of the Indian
students and the ways to drive them towards higher education. In such cases, it
only by knowing the Indian students and connecting them with the Global
curriculum with in national paradigm within reach of their nearest Venue. The
implied findings of the paper will help the private universities to analyse the
proper content through which they can drive students towards their educational
venture. Though according to the recent findings of AISHE,the number of
students enrolling even for higher education research is low as compared to the
developed nations of the world. The data from the AISHE 2018-2019, have also
indicated that only 2.5% percent colleges in India conduct PhD programmes. In
the year of 2018-2019, a total of 1, 69, 170 students have been enrolled for
the PhD programmes which are even less than 0.5% of the students enrolled. This
necessitates that the private universities in India which are numbered as
341(Self-Aided), it is very important to analyse the affinity of the students,
so that they can be motivated for higher education. Similarly for the courses
like B.Tech and B.E courses, the enrolment was 42,54,919(AISHE-2014-15) which
fell to 37,70,949( AISHE 2018-2019).The enrolment of the students in arts
course fell from 98,60,520 to 91,98,205 in the same period. This declining
trend can be improved in positive direction through many ways.But the value of
this paper lies that the findings in this research will be a boosting factor
for the private universities to customise their promotion strategy according to
the students and linking them with the global scenario which will improve
India’s GER. This in turn enhances the sustainability of the universities with
resilient foundation.
Limitation and Future Scope
The study is limited with
geographical limitation which includes research coverage to the private
universities of the Kolkata only.
Comparative analysis of the Private
universities and state universities can also help in better assessment in
future course.
The impact of the accreditation(NAAC)
and Rankings of NIRF have not been considered in this case.
The link of the enrolment rate with
detailed clustering of the complex socio-economic condition has not been
considered.
The role of the factors on the
specific type of course can also help in more detailed assessment.
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