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- Title
A Study of the Marketing Innovation Practices in Select Higher Education Institutions in Bangalore.
- Authors
Sarkar, Sraboni; Chakrabarty, Nilanjana
- Abstract
In this present competitive era, higher education is considered as a flourishing and significantly contributing sector to the Indian economy. Karnataka has been in the forefront in the field of higher education, particularly, Bangalore wherein students throng from the various parts of the world due to the presence of numerous well renowned educational institutions and high quality teaching practices. Bangalore, with its strong intellectual capital base and as a prominent knowledge center in India enjoys a humongous student base from all over the globe paving the way towards cut throat competition among the higher educational institutions. Hence, the higher education institutions (HEIS) need to become market oriented and bring innovation to their education and marketing practices, delivery methods and student support services which are instrumental in becoming market leaders. Higher education institutions are constantly challenged by global forces that necessitate innovative research, innovative pedagogies, and innovative organizational structures. Therefore, in order to become a hot favorite among the prospective students, the higher educational institutions need to imbibe innovation in their marketing practices.
- Subjects
BENGALURU (India); KARNATAKA (India); UNIVERSITIES &; colleges; INTELLECTUAL capital; HIGHER education; MARKET leaders; EDUCATION marketing
- Publication
3D: IBA Journal of Management & Leadership, 2020, Vol 12, Issue 1, p97
- ISSN
2230-7524
- Publication type
Article