Promoting an Institute: An essential obligation for Technical Education Evolution

Abstract

Purpose Technical education in India contributes a major share to the overall education system and plays a vital role in the social and economic development of the nation. Despite of rapid growth of technical education in last decade in terms of the no. of institutes and intake capacity in India, institutes failed to attract enrollments. Last three years saw, increasing gap in between the actual no. of enrollments and intake capacity; 46% of seats were vacant in Technical Education in India in 2015. The purpose of this paper is to highlight institute’s role in promoting enrollments in Technical education. Design methodology A qualitative research by a survey (through a structured questionnaire) of students who are presently enrolled (Current-students) and those who have completed their study (Alumni) belonging to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the North Maharashtra University, Jalgaon. Findings The study found that diversified characteristics of enrollments are related with the promotion mix of TE institute in selection of technical educational institute. This study investigates the usefulness of school visits, institution publications, websites, campus visits, word-of-mouth (friends, alumni, school teachers), advertisements (radio, television, magazines) and events on campus, as a tool of promotion. Social Networking and Institute’s Website are the new forms of promotion mix in selection TE institute in rural part of India. Research limitations The survey is delimited to the enrollments of technical education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India. Practical implications 60-70% of population belongs to rural part of India. Different promotional strategies of promotion mix can be used based on geographic and demographic segmentation. This will enhance, making awareness, fondness regarding Technical Education in the rural part and will act as lubricant in decision making of selecting their technical educational institute.