Evaluating The Impact Of Quality Factors On The Marketing Strategies Of Higher Education Institutions In Uttar Pradesh Cities

Abstract

The recent changes that have taken place in the higher education industry in India have made the process of competing very fierce and therefore institutions have to employ strategic marketing concepts to enable them to attract and retain more students. It is important to assess how major quality determinants like academic excellence, faculty competence, infrastructure, student support and services, placement record etc. influence the marketing strategies undertaken by higher education institutions in some selected cities of Uttar Pradesh. This study is based on a mixed methodology, as it will draw quantitative information that is derived through structured surveys to be carried out on students and administrators, as well as qualitative data collected through interviews with institutional marketers. The results indicate that the perceived quality plays an essential role in institutional branding, digital outreach, and engagement plans. The institutions that perform better in the quality indicators focus more on promoting aspects such as transparent communication, the success of alumni or industry connections in their publicity. The paper also points out regional disparities in the focus of approaches to strategy, which depend on demographic and socio-economic diversity across urban centres. The research is a contribution to the literature that has been emerging on educational marketing in emerging economies and can form the basis of recommendations that can guide institutions that want to improve their competitive edge. A combination of quality advancement and successful marketing will allow institutions to better answer the expectations of students and market demands. The research has a practical implication to the policy-makers, education planners, and marketing professionals in the higher education sector.