Sip Shankar.docx

CHAPTER 1

EXECUTIVE SUMMARY

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INTRODUCTION OF THE PROJECT: “A Study on online & offline marketing strategies for management institute with special reference to ISMR B-School”. Here looking towards today’s marketing scenario most of the institutes, corporate company or any service industry focus on both online & offline marketing strategies. It must be emphasized importantly is to combine both online marketing and offline marketing advertising together in your marketing campaign for optimum success. Looking towards my project as working in an educational institute there are some aspects which I have mentioned where the institutes are looking for achieving their goals while using online & offline marketing strategies. The offline marketing strategies involve: - direct mail, print advertising, hoardings, banners, any kind of outdoor media, cold calling, printing prospects and sending to the students, newspaper adds, group discussion, personal interview, telephonic interview. The online marketing strategies involve: - official websites, link exchange, link purchase, lead purchase, social bookmarking, Skype interview and social media.

PROJECT TITLE: “STUDY OF ONLINE AND OFFLINE MARKETING STRATEGIES FOR MANAGEMENT INSTITUTE WITH SPECIAL REFERNCE TO ISMR B-SCHOOL”

DURATION OF PROJECT: 14 MAY 2018 – 14 JULY 2018 (2 MONTHS)

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RATIONAL BEHIND THE STUDY: I have chosen this project because service industry is going in a boom at present looking at today’s current market scenario they are making their growth at a higher cost weather it may be any kind of service industry. I have thus chosen this project to study the marketing strategy which are using to make their name a reputed or brand in the market and causing a higher growth to any kind of management institute in Pune and it is developing in a boom so to know or study the online & offline marketing strategies of a developing institute I have chosen this field and project.

Name of Company: SRI VIGNESHWAR EDUCATION SOCIETY’S (INTERNATIONAL SCHOOL OF MANAGEMENT AND RESEACH)

Location: Wadki, Pune Regional Office: M.G. Road, Pune. Website: www.ismrpune.edu.in

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HOW DID I CARRY OUT THIS PROJECT? 1. A research was done by Tele-calling to the students from different areas with the data given to call for the purpose of admission.

2. Tele-calling was done in different areas according to the responses we were getting from different zones.

3. Using Skype and telephonic mode of interviews to shortlist the students for GD&PI.

4. Inviting the students for the GD&PI in their own particular areas. 5. Conducting the GD&PI in those particular areas. 6. Giving admission to the selected candidates. 7. Using social media & educational activities to keep the student updated. 8. Sending college documents via mail. 9. Using WhatsApp to keep them updated regarding college activities and solving grievances of both students and parents.

10.Taking feedback from the students through online channels. Also, activities were conducted like conducting workshop in different graduation colleges, participating in the education fare, making tie-ups with the education consultants.

RESULT (OUTPUT) IN SHORT CONCLUSION: This is to compare the influence of online and offline media usage as a source of information for the choice of college. Further, the study also tries to explore within the category of social media the range and frequency preference of various options available in the Indian Social Media market, both in terms of popularity and usage. It is understood that both popularity and usage can serve as key indicators in understanding the factors affecting college students during the decision-making process of the most significant area of the life.

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CHAPTER 2

OBJECTIVE AND SCOPE OF THE PROJECT

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OBJECTIVE AND SCOPE OF THE PROJECT The Objective was to gain knowledge on how both online & offline strategies are used by the management institutes. It is majorly divided into two parts:  

Primarily Objectives Secondary objectives

PRIMARY OBJECTIVES: The primary objective was to know about the Organizational Strategies from marketing point of view by using online & offline methods and to upgrade the strategies as per the requirement.

SECONDARY OBJECTIVES: The secondary objective was to see that how ISMR B-SCHOOL can improve the strategies it already follows and what all new can be adopted so that better marketing strategies can help the institute.

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CHAPTER 3

INSTITUTE PROFILE

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Management Institute

Aspire, Acquire, Achieve

Name: -

INTERNATIONAL SCHOOL OF MANAGEMENT AND RESEACH (ISMR)

Location: -

PUNE, MAHARASHTRA

Founded: -

2007

Employees: -

45-50 employees

Website: -

www.ismrpune.edu.in

Contacts: -

[email protected], 7030680680

Knowledge Partner: -

AKADEMIA

Service: -

Educational Institute

Affiliation: -

MBA (Pune University) & PGDM (AICTE)

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Shri Vighneshwara Education Society It is an Indian rooted cluster committed to innovative growth. ISMR team speaks the new language of success in the field of management education, leadership & entrepreneurship. It is anchored by an extraordinary force of dedicated and eminent leadership belonging to various sectors of corporate and the academia. Being an emerging leader in management education, ISMR continues to search for opportunities to expand in the various landscapes to empower the youth. Founded as an educational institute, ISMR introduced an exemplar mentoring and tutoring system about a decade ago. It created new waves in the educational field with its radical & ground-breaking methodologies and became an intellectual destination drawing inspired students. Today, ISMR represents a constellation of academicians, mentors, trainers, corporate partners, alumni and the young students, becoming a centre of excellence. Shri Vighneshwara Education Society has invested in the incubation of several start up enterprises and is now progressing rapidly on an ambitious growth and expansion plan pan India. The organization encompasses of an enthusiastic team of business and financial experts. It has a robust network to build a dynamic environment to nurture and fuel the growth of nascent enterprises. Today, ISMR aspires to establish ventures in various domains such as IT, Financial Services, Home Decor, Hospitality, Restaurants, Music Industry, Education Industry, FMCG, Engineering etc.

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ORGANIZATIONAL STRUCTURE

Shri Jaikishan Bhutada (Founder President)

Dr. Nilesh Bhutada (PhD, MBA, M.Com) (Secretary)

Dr. Manju Punia Chopra (PhD (Finance) (MPhil, UGC-NET, MBA, MTP) (Director Corporate Relation)

Chetan Bhutada (CA, MBA, M.Com) (Treasurer)

Dr. Shivanand Sanmath (PhD, MMS, LLB, GCD, DCA) (Director of Academics)

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JAIKISAN B. BHUTADA FOUNDER PRESIDENT BABIR SAMBHAJI LOKHANDE VICE PRESIDENT Dr. NILESH BHUTADA SECRETARY CA CHETAN BHUTADA TREASURER

Dr. MANJU PUNIA CHOPRA

Dr. SHIVANAND SANMATH

DIRECTOR CORPORATE RELATIONS

DIRECTOR ACADEMICS MAJOR GENERAL AMAR KRISHNA (RETD) STRATERGIC ADVISOR

PROF. SHEENAM GOGIA PLACEMENT COORDINATOR

Dr. PRATIMA SANADHYA ACADEMICS COORDINATOR

PROF. ARUL FARNANDIS

PROF. VANDANA SHRAF VIMLA BHATT SHEETAL PATIL DURYODHAN ROHANE PRATIBHA BAGADE NIWAS THOSAT AMAR C. WAGHMARE

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MISSION STATEMENT: “To Be a World-Class Business School, Achieving Excellence in Management Education and Research through Continuous Competency Building.”

VISION STATEMENT: To Provide Managerial Talent with Risk Taking Ability, Passion for Learning, Creative Thinking and Values in Rapidly Evolving Economic and Social Global Environment.

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ACADEMICS INFORMATION OF ISMR COLLEGE “International School of Management and Research” has been incepted as a sterling school to adopt and impart all the needs of the corporate world, to its students pursuing our two years full time post graduate management programme. The institute encompasses a wide span of specialization areas, including Marketing, Human Resources, Finance, Operations, Informational Technology, and International Business. Highly accomplished professors and corporate professionals support each specialized area of our management programmes. The curriculum for the Post Graduate Management Programme is designed to impart knowledge, develop specialized skills and foster essential attitudes for the students to grow as competent and responsible managers. Campus life in ISMR is about hard work and toil through late hours in the night. International school of management and research (ISMR) is committed the quality assurance and enhancement. The content of all its programmes on study are developed to ensure excellence and are comparable to anywhere in the world. The Director of Corporate Relation is in-charge of all the academics programme of the institute. The institute has divided the academics year into two semesters.

First Year First semester begins in July and second in December. Second Year Third semester begins in July and fourth in December.

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COURSES OFFERED BY ISMR COLLEGE

ISMR College offers variety of different management courses. It also provides courses with dual specialization. The detail of the courses offered by ISMR College is given below. PGDM (AICTE) MBA (PUNE UNIVERSITY)

PGDM (POST GRADUATE DIPLOMA IN MANAGEMENT) (AICTE) OBJECTIVES: PGDM (post graduate diploma in management) is a 2-year full-time AICTE approved course and comprise of 4 semesters of 6 months duration each. The course is intended to be stimulating, challenging and comprehensive but with due flexibility to accommodate field study, market survey, live project, seminars, inter/intra college competition and outdoor activities. First two semesters cover fundamentals of management and second year covers specialist subject of management viz. Marketing, Finance, and human resource.

ELIGIBILITY: Graduates of any faculty from any statutory University with minimum 50% aggregate and (45% marks for students belonging to SC, ST/DT, NT, OBC, SBC and PH shall be eligible for admission to the PGDM course.

SELECTION PROCESS: Based on the performance on your Aptitude Test or valid CAT/ MAT/ XAT/ ATMA SNAP/MH-CET/ CMAT/ AMMI score, followed by GD/PI for short listed candidates. INTAKE: 120 Seats DURATION: 2 Years

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MBA (MASTERS DEGREE IN BUSINESS ADMINISTRATION) (PUNE UNIVERSITY) OBJECTIVE: The basic objectives of an M.B.A course areTo provide the country a steady stream of competent young men and women with necessary knowledge, skills, values, and attitudes to occupy positions of management and administration in business, industry, public system and the government. To impart the students latest and relevant knowledge from the field of management theory and practice. To provide opportunities to the students for developing necessary managerial skills. To impart/ develop the right kind of values and attitude to function effectively in managerial/ administrative positions.

ELIGIBILITY Students possessing following qualification are eligible for admission to MBA course. A Bachelor’s Degree / Master Degree in any faculty from any statutory University with minimum 50% aggregate and (45% marks for students belonging to SC, ST/DT, NT, OBC, SBC for Maharashtra State only) Candidates are required to appear for MH-CET exam or Association of Management MBA/ MMS institution (AMMI).

SELECTION PROCESS: Based on the performance on your Aptitude Test or valid MH-CET/ AMMI score, followed by GD/PI for short listed candidates.

INTAKE: 60 seats DURATION: 2 Years

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COURSE FEES- STRUCTURE The fee of ISMR College is very reasonable as compared to the other colleges in Pune area. Pune is known as the Oxford of the East and so many people come from different regions to study in Pune, as a result the fees in the other colleges are very high. But ISMR follow different pattern. Its main purpose is to educate the students with reasonable fees. So, the fees structure for MBA and PGDM is as follow:

COURSE

FEES

MBA

4,90,000 (2 YEARS)

PGDM

6,50,000 (2 YEARS)

HOSTEL & MESS FEES (PER ANNUM) PARTICULAR

AMOUNT

HOSTEL

55,000

MESS

40,000

NOTE: 

The institute tries to facilitate Bank loan for needy students by giving necessary documents, but arrangement of loan has to be done by students only.



The institute also provide scholarship if students qualifies following criteria 

Student of Defense Personnel (Wards)



Students of Defense Personnel (on Sabbatical)



Graduation percentile



National level sports background

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LIST OF THE COMPETITORS

INSTITUTE

APPROVED

BY

PGDM (AICTE)

PUNE UNIVERSITY SAI BALAJI

YES

YES

INDIRA

YES

YES

RIIM

YES

YES

MILE

NO

YES

PIBM

YES

YES

BRANCH: BRANCH: The institute is located at Sr no 907, Gaidhara kanifnath college, Chaitanya lodge, Wadki, Pune- 411028.

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AWARDS AND RECOGNITION: ISMR ranks 28th in Beyond IIM’s Top 100 B-School Survey

Received an excellence in student’s placements award from education worldwide India, on 15th April, 2018, New Delhi

Approved by AICTE, Ministry of HRD, Government of India

Director of Technical Education, Maharashtra

Savitribai Phule University of Pune

Education Loan Facility – Tie up with SBI

ALL INDIA SURVEY ON HIGHER EDUCATION

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SWOT ANALYSIS SWOT ANALYSIS of ISMR in the current scenario where other biggies are providing the education as well as they are in the market since a long time & have a good brand name.

QUALITY EDUCATION PLACEMENT INDUSTRY ORIENTED

CAN GENERATE GOOD REPUTATION BY DELIEVERING THE PROMISED THINGS.



STRENGTH WEAKNESS

OPPORTUNITY THREATS

NEW INSTITUTEWILL TAKE TIME TO ESTABLISH NAME.

COMPETING WITH OTHER BIG BRANDS LIKE SAI BALAJI,RIIM, INDIRA, MILE

Though the ISMR is a new institute comparatively to other but by giving good placements, by providing good mix of faculties & infrastructure it is aiming to become one of the top institutes in the industry.



But at the same time the brand name & goodwill other institutes are having ISMR needs to find a way of its own.

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CHAPTER 4

THEORITICAL BACKGROUND

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Offline marketing strategies utilize offline media channels to create awareness of a company's products and services. These campaigns can include radio and print advertising – including billboards, signs and pamphlets – telemarketing, and television ads.

APPLICATION THAT I USED IN THIS PROJECT: TARGET MARKET: 

Graduation students



Coaching centers



Education consultants



Entrance exam centers

MARKETING STRATEGIES: 

Print advertising.



Hoardings and Banners.



Cold calling.



Printing & distributing of pamphlets.



Printing envelope & sending to the students.



Printing prospectus and sending to the students.

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

To meet the students who are in the final year of graduation.



Tie- ups with the coaching centers.



Tie- ups with the education consultants.



Distributing pamphlets to the students at the entrance exam centers.

WHAT IS ONLINE MARKETING? “Online marketing is the art and science of selling products and services over digital network, such as the internet and cellular phone networks” 

The art of online marketing involves finding the right online marketing mix strategies that appeals to your “target market” and will actually translate into sale.



The science of online marketing is the research and analysis that goes into both choosing the online marketing strategies to use and measuring the success of those online marketing strategies.

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TYPES OF ONLINE MARKETING STRATEGIES 

Ecommerce



Online Advertising



Search Engine Marketing



Email Marketing



Social Media Marketing

ONLINE MARKETING IS DONE FOR 

Easy access



Highest reach



Delivers the message clearly



Confirms the authenticity



Connects the target prospects emotionally



Motivates

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WHY ONLINE MARKETING IS IMPORTANT

 Online branding: - online branding is a brand management technique that uses the World Wide Web as a medium for positioning a brand in the marketplace. Branding in the digital age is increasingly important with the advancements of the internet.

 Meet changing demands: - television, radio, and print still have their place in the marketing industry, but the modern technology taking place of offline marketing tools day by day and many people access to the web. By beginning an internet marketing campaign, business can keep up with changing technology.

 Consumer preference: - online purchases have been increasing sharply over the last several years.

 Cost efficiency: - internet marketing is one of the most cost-effective methods of advertising.

 Increase website traffic: - Web traffic is the amount of data sent and received by visitors to a website.

 Always available to consumer: - by using internet marketing techniques, business can give consumer a 24-hours outlet for finding the service they want and they need.

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ONLINE

MARKETING

INTERNATIONAL

SCHOOL

STRATEGIES OF

USED

BY

MANAGEMENT

AND

RESEARCH (ISMR)  Official website: - www.ismrpune.edu.in  Q&A section  Pop ups  Quick query  Tie-up with education portal: 

www.shiksha.com



www.unipro.com



www.htcampus.com



www.pagalguy.com

 Social bookmarking: - ismrpune.edu.in  Emailing: - sending mail top students who have appeared for any of the entrance exam.  Google search engine: - Tie up with Google for quick search quick details about ISMR.  Just dial: - to mail ISMR details who enquire about it with address contact details.  Google earth: - updated address of ISMR campus with location and directions.

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HOW ONLINE MARKETING HELPS COLLEGES AS WELL AS STUDENTS



Easy to find all the details about the institute on official website as well as on google.



Quick query: - ISMR website have an option for students if they have any doubt or they want to ask any query they can just fill their details and their question.



ISMR mail back them and also student get call from institute.



Students from any part of the world can check the details in just one click.



ISMR website have all the information and option for the students.



Download application form



AICTE approval letter.



Bank tie-up letter for educational loan



Fees structure



Scholarship criteria



Facilities to be given



Placement details



Online form submission



Online fees transfer



Online marketing created awareness but at the same time we also have to take care of all the copyrights.

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CHAPTER 5

LITERATURE REVIEW

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History: The education industry has not remained beyond the boundaries of undertaking marketing activities. The major concern of colleges and universities has been maintaining the enrolment ratio year by year. It becomes important for educational institutions to understand how prospective students choose a college or university for higher studies. Chapman observed a decline in the number of college applications and enrolments thereafter. Colleges are devising better marketing strategies considering the falling number of student admission and increasing number of institutions. Chapman presented a model representing what influences or affects the incoming students’ choice of college for further education. The model aimed to help decision-makers of the college admissions to consider the influencing factors. Literature in admissions/enrollments in education is not a new development. In a book on higher education, Penn (1999) discussed issues and trends in management of enrollment among higher education institutions, using data of 30 years. The report covers such aspects as access, accountability, finance, political and government support, regulatory environment, public perception, etc. The author carried out a survey on the administrators of public universities. An attempt on evaluating admission management program was made and ethical implication issues were discussed. For consumers, media plays an important role in choosing service providers, including educational service providers. It is beyond doubt that the Internet, particularly social media, has changed the way people used to make choices about buying and using various goods and services. This applies to deciding about further education as well. There is a generational change about the way of choosing college or university for higher education using various sources of information. Social media is playing an important role here, which is understood by education institutions as well. A report (Barnes, 2009) commissioned by the National Association for College Admission Counseling mentions that colleges and universities have started using social media not only in the classroom, but also for their admission strategies. It was found that more than 50 percent of admission departments used social media of one type or the other for recruitments/admissions. Moreover, roughly 20 percent used social media for screening of applications. The report found that colleges, however, were using social media unevenly. In another article titled “How social media can and should STUDY ON ONLINE AND OFFLINE MARKETING STRATERGIES

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impact

higher

education”

Blankenship

(2010)

discusses

Rheingold’s

five

interconnected literacies of social media. These are Attention, Participation, Collaboration, Network awareness, and Critical consumption. The author states that Rheingold’s suggestion is that one must have training to become ‘social media literate’ because we are not born with the knowledge of using social media effectively. Blankenship concludes that one cannot escape using social media in education nowadays. Whether in a classroom or otherwise, one needs to be aware about making choices of using social media in higher education. Service providers are shifting their eyes from number of hits their website is receiving to number of likes their Facebook page is getting. In the context of website(s) of college/university, it needs to be checked whether institutions’ website or social media is relied upon for information collection. Poock (2001) noted that colleges and universities are using the World Wide Web (WWW) more and more for admitting students, though use of the website by the students is not known. The author addressed issues, such as, engaging nature of website, browsing, and submission likelihood. The study was conducted among students about how they perceive websites of colleges and universities. Advising admission managers, the study concluded that the growth of research on the impact of Internet has not accelerated. The present research on this is more inclined towards commercial organizations rather than educational institutions. It was also concluded that colleges/universities can use technology better on marketing and on enrolment efforts. Along with online media, such as, websites and WWW, social media, particularly mobile-based media, also plays a role in information dissemination. The changing peer influence in social media communication was examined when compared to tradition sender-receiver communication model in the context of choice of a university made by the students (Timothy, 2010). The influence of sources of information on students’ choice of university for further education is tested out in this research. The influence of friends/family members, campus visit, etc. was compared with other media.

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Choices Making and Influential Factors in Education Sector. Padlee, Kamaruddin, and Baharun (2010) examined international students’ selection criteria for higher education. The study was carried out on 565 international students in Malaysia, asking questions on 48 factors for selection of private institution. The study found six factors strongly influencing decision-making among students, namely, quality of learning environment, influencers, customer focus, cost, facilities, socialization, and location. The study suggested that managers should develop marketing strategies using these factors to attract foreign students for enrolment. Litten (1982) noted that approach and process of college selection is neither simple nor similar for different individuals. Depending upon varying needs of the students, different types of information can be reached to students via different media. The author observed that parents have larger influence on students’ college selection process compared to factors such as gender or race. College administrators can take up cost-benefit analysis to compare admission strategies. Internet privacy issues also affect users’ decision of searching for a service provider online. Ng (2012) mentioned that the Internet has already become a consumer medium for online users and simultaneously raised concerns about access to users’ information. An empirical study using a survey-based approach was conducted across various colleges, universities and schools in India. Data of 100 student respondents, evenly distributed in three broad categories, namely, presently enrolled undergraduate students, postgraduate students, and XII grade students seeking college admissions, were collected. A 10-point response option checklist prepared on the basis of the literature review of presently practiced offline and online marketing techniques was used on respondents in the age group between 17 and 20 years.

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Respondents’ Profile It was observed that there were an almost equal number of male and female respondents. The number of the respondents with commerce in their HSC (Higher Secondary Certificate) was the largest, followed by the number of respondents with science. The highest number of respondents was from Gujarat and a very small number of respondents were from abroad. Majority of the respondents’ father’s occupation was business and mother’s occupation were homemaker. The median average monthly family income of the respondents was found to be ` 4,42,714. Respondents explored, on average, four other universities/ colleges before choosing this institution and had appeared in an average of three entrance exams other than that of their chosen institution. The Analysis Intended to Capture the Views of Respondents on Following Parameters Role and influence of various personal and non-personal source of information amongst college youth in decision-making process. Comparison of the impact of online and offline source of information in college/university selection process. Frequency distribution and ranking of various types of social media, within the category of various types of social media.

Findings and Discussion The findings evidently reveal the emerging role of online marketing techniques. The role of existing offline marketing techniques used by Indian colleges and universities was found to be significant in the process of decision-making in the choice for college/university admission. The role and dependability of the source of offline versus online

information

varied

significantly

across

factors

like

program

fees,

college/university background, faculty, and career support.

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The Dataset was divided into Two Subsets Subset of those who came to know about college/university via online and offline sources both. A comparison was made between the two subsets/groups to understand the profile of both the groups, to know the perception of both the groups towards choosing a university or college for higher education, and to check what role social media plays, if at all, in influencing students’ choice of college or university for further studies.

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CHAPTER 6

RESEARCH METHODOLOGY

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WHAT IS RESEARCH? Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue. -John W. Creswell Research is a careful and detailed study into a specific problem, concern, or issue using the scientific method. It is a scientific and systematic search for information on a particular topic or issue. It is also known as the art of scientific investigation. Research includes any gathering of data, information, and facts for the advancement of knowledge. A research method is a systematic plan for conducting research. It consists of three steps: pose a question, collect data to answer the question, and present an answer to the question.

RESEARCH DESIGNE AND TYPES: 1. TYPE OF RESEARCH:

a. Descriptive Research: It is well structured. It can be taken in certain circumstances. When the researcher is interested in knowing the characteristics of certain group such as age, gender, occupation etc. Descriptive research has been used in this project as there was requirement to categorize my sample size according to age, gender, occupation, business type, size of business, market value of businesses and target customer. The website was categorized into 16 parts and 291 sub-categories, for e.g., Automobile, Personal Care and Apparel, Food & beverages, daily needs, health & care, etc. are the categories of the businesses which were registered on the website.

b. Exploratory Research: The exploratory research is conducted to explore the research questions and may or may not offer a final conclusion to the research conducted. It is conducted to handle new problem areas which haven’t been explored before. Exploratory research lays the foundation for more conclusive research and data collection.

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c. Explanatory Research: Explanatory research or causal research, is conducted to understand the impact of certain changes in existing standard procedures. Conducting experiments is the most popular form of casual research.

RESEARCH AND ACTIVITIES DONE BY ISMR FOR THE ADMISSION PROCESS ISMR College carried out various activities during its admission procedure out of which some proved effective and some could not prove that effective. The list of activities carried out by the college is as follow:

1. GD-PI SESSIONS 2. ADVERTISEMENTS 3. CONSULTANTS 4. TELEPHONIC INTERVIEWS 5. PAMPHLETS 6. WALK-INS TELECALLING 

This was one of the most important method used by ISMR.



We used different types of data such as CAT, MAT, AIMA, XAT, etc.



With the help of the data we use to call the students in different states and brief them about our college.



In this when we got the data we segregated the data in different parameters such as: o Seeing the past 3 years response from where the large number of students has taken admission in our college we use to target only those states. o We filtered the data based on their percentages in their respective entrance exams. We generally tapped the students whose percentiles were in between 50-80.

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o After the tele-calling is done we use to call the interested students for the GD-PI session in their states only and in the leading cities. o It was the first step to interact with the students and here we got a very good response.

ANALYSIS/ FINDINGS 

During the tele-calling activity, I discovered that students from management background, engineering background and commerce background were interested from those of other background.



Candidates sometimes doubted the authenticity of the calls thinking it to be misleading calls.



It takes a lot of time and devotion, one need to be patient and should not irritate the prospects.



The calls had to be made keeping in the mind the limit and the message were kept precise.



After making each call if the follow up calls were not made then the whole efforts would go in vain.



The other party should be given the opportunity to ask questions or clarify doubts.



Tele calling is a very important promotional activity and helps a lot in making people aware of a particular product.

GD-PI SESSIONS 

ISMR has organised GD (Group Discussions) and PI (Personal Interview) round in 21 different cities.



The main intention of these rounds was to bring students from different states under one roof.



After interacting with the students through tele-calling we used to conduct the GD-PI sessions in the leading cities.



We use to conduct free GD-PI session but for that we use to first take their registration on phone.



Here, we got a mixed response.

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CONSULTANTS 

Wherever we went for the GD-PI sessions in different states, there we were looking for some consultants who can bring some admissions for our college.



And we were successful in contacting some of the consultants. This was one of the positive aspects because by this they can also earn as well as college will also get more students.

TELEPHONIC INTERVIEWS 

This was the most important activity of all the activities.



The main aim for the telephonic interview was to trace those students who cannot make up for the GD-PI session due to some reasons.



Through this we also covered many cities where we could not go for the GD-PI sessions and we got the positive from it.



After completing the GD-PI session in a particular state we use to conduct the telephonic interview.



Interviews were taken through telephones.

PAMPHLETS 

We distributed pamphlets through different sources such as in the newspaper, through hand etc.



We also dispatched in through letters, couriered them in different states to students.



It is a silent mode of communication.



It is cost effective.

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WALK-INS 

There were students who directly came to visit our campus with their parents seeing these advertisements such as on internet, in newspaper on television, through pamphlets Tele-calling, wom (word of mouth) etc.



So, we handled them very efficiently so that they can be converted because they were the most interested students and most likely to take admission in our college.



We use to counsel them with proper measures.

DIFFERENT SAMPLING TECHNIQUES AND THE SELECTION OF PROPER ONE FOR THE PROJECT: There are three types of sampling: 

Random sampling



Systematic sampling



Stratified sampling

I have used the Stratified sampling techniques because I have to work upon different random data. Stratified sampling is the process of dividing members of the population into homogeneous subgroups before sampling. The strata should be mutually exclusive: every element in the population must be assigned to only one stratum. The strata should also be collectively exhaustive: no population element can be excluded. Sample size: - 100

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CHAPTER 7

DATA ANALYSIS

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1. Which of the following course or degree you are pursuing now? Sr. No.

Courses

1

Male

Female

Total

n

%

n

%

n

%

B.B.A

12

17.14

6

20

18

18

2

B.COM

27

38.57

12

40

41

41

3

B.A

6

8.57

3

10

9

9

4

OTHERS

25

35.71

9

30

34

34

COURSE 30 25 20 15 10 5 0 B.B.A

B.COM

Male

B.A

OTHERS

Female

INTERPRETATION: The result shows that most of the B.COM and Others (Technical Background) students look forward for management institutes as an option for their post graduate degree.

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2. Students of which stream prefer joining the post-graduation? Sr. No. 1 2 3

Streams Commerce Science Arts

Male N % 28 40 22 31.43 20 28.57

Female n % 12 40 10 33.33 8 26.67

Total n 40 32 28

% 40 32 28

STREAMS 30 25 20 15 10 5 0 Commerce Male

Science

Arts

Female

INTERPRETATION: The target market of the management institute should be more on the Commerce and Engineering Colleges as among both male and female percentage of Commerce and Engineering students are relatively higher than that of Arts students.

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3. Where did you get the information regarding the management institute? Sr. no 1

Media Type OFFLINE

2 3 4

ONLINE

Source of Information Parents & Friends Seminars and workshops Consultants Social media & Websites

Male n % 10 14.29

FEMALE n % 5 16.67

TOTAL n % 15 15.00

23

32.86

9

30.00

32

32.00

20

28.57

10

33.33

30

30.00

17

24.29

6

20.00

23

23.00

Source of Information 25 20 15 10 5 0

Parents & Friends

Seminars and Workshops Male

Consultants

Social Media/ Websites

Female

INTERPRETATION: The results revealed more offline influence over online across the options of various sources of information like Parents & Friends, Seminars & Workshops, Consultants and Social Media/Websites. Offline sources of information such as Seminars & Workshops was ranked the highest. The result showed that 32 percent of the respondents came to know about their chosen university and college from their Seminars & Workshops, followed by Consultants (30 percent). Respondents who ranked information about college through social media/websites (23 percent) and Parents & Friends (15 percent) were relatively very less in number. Similar patterns of source of information were observed across both male and female respondents. Among female students Consultants recommendation was mostly preferred 33.33 percent versus 28.57 percent of male students. Social media usage was found relatively higher in male respondents as compared to female respondents (24.29 percent versus 20.00 percent)

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4. Are Online activities by Management Institutes an effective marketing effort? Sr. No.

Particulars

RESPONSES

PERCENTAGE

1

Strongly Agree Agree Neutral Disagree Strongly Disagree

47

47.00

23

23.00

14

14.00

10

10.00

6

6.00

2 3 4 5

RESPONSES 50 40 30 20 10 0 Strongly Agree

Agree

Neutral RESPONSES

Disagree

Strongly Disagree

PERCENTAGE

INTERPRETATION: As per the result most of the respondent agreed that online marketing strategy is the most effective marketing technique over the traditional marketing technique.

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5. Which online services are used more for collecting the information? MALE

FEMALE

TOTAL

Sr. No.

Services Used

n

%

n

%

n

%

1

WhatsApp

17

24.29

10

33.33

27

27.00

2 3

YouTube Facebook

12 15

17.14 21.43

4 6

13.33 20.00

16 21

16.00 21.00

4

Google+

10

14.29

4

13.33

14

14.00

5

LinkedIn

16

22.86

6

20.00

22

22.00

SERVICE USED 18 16 14 12 10 8 6 4 2 0 whatsapp

YouTube MALE

Facebook

Google+

LinkedIn

FEMALE

INTERPRETATION: There was high awareness of online services, and the student usage was found to be highest on WhatsApp (27.00 percent) followed by Facebook & LinkedIn (21.00 percent) and YouTube (16.00 percent). Nearly 50 percent of the respondents indicated using only three services namely WhatsApp, LinkedIn & Facebook. Across this category of respondents, very less usage of YouTube and Google+ was observed. Women users are found to be significantly high on WhatsApp (33.33 percent as compared to male user’s 24.29 percent). YouTube usage was also found to be lesser in female respondents (13.33 percent versus 17.14 percent).

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6. Which sources are used more for internet access?

Male

Female

Total

Sr. No.

Access of Internet

n

%

n

%

n

%

1

Home

25

35.71

5

16.67

30

42.86

2

Hostel

20

28.57

7

23.33

27

38.57

3

College

17

24.29

8

26.67

25

35.71

4

Cyber café

8

11.43

10

33.33

18

25.71

SOURCES 30 25 20 15 10 5 0 Home

Hostel Male

College

Cyber café

Female

INTERPRETATION: Majority of the respondents accessed the Internet from their home followed by access of internet through Hostel & College. However, accessing internet through cybercafé was more preferred by females as above comparison.

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7. Online advertising is a reliable medium of information. Sr. No. 1 2 3 4 5

Particulars

Responses

Percentage

Strongly Agree Agree Neutral Disagree Strongly Dis-Agree

22

22.00

44

44.00

17

17.00

13

13.00

3

3.00

RESPONSES 50 40 30 20 10 0

Strongly Agree

Agree

Neutral Responses

Disagree

Strongly Dis-Agree

Percentage

INTERPRETATION: As shown in the above graph a good number of respondents agree to the reliability of information available Online.

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8. Whether brand name attracts students while selecting the management Institute?

Particulars

No. of Respondents

Percentage

Yes

65

65.00

No

35

35.00

No. of Respondents 70 60 50 40 30 20 10 0

Yes

No No. of Respondents

INTERPRETATION: Majority of respondent are attracted by brand name while selecting the management institutes.

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9. Which source attracts the students towards the brands? SR.NO 1 2 3 4 5

SOURCES

RESPONSES 17 15 12 26 30

Print Ads Educational Portal In-store Promotion Outdoor media Online Media

PERCENTAGE 17% 15% 12% 26% 30%

SOURCES 35 30 25 20 15 10 5 0 Print Ads 1

Television Commercials

In-store Promotion

Outdoor media

Online Media

2

3

4

5

RESPONSES

INTERPRETATION: As Online Media is the most accessible medium and a wide number of people can use at the same time. According to the survey Online Media is the mode which attracts students towards the brand.

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10.Most Common devices used for Internet access for collecting information of various institutes? Sr. No.

Devices

1 2 3 4

Cell Phone Laptop Desktop Tablet

Male n 35 17 6 12

% 50.00 24.29 8.57 17.14

n 14 10 2 4

Female % 46.67 33.33 6.67 13.33

Total n 49 27 8 16

% 49.00 27.00 8.00 16.00

DEVICES 40 35 30 25 20 15

10 5 0 Cell Phone

Laptop Male

Desktop

Tablet

Female

INTERPRETATION The device that most of respondents used to access the Internet was cell phones, followed by laptops. Desktop were the least preferred device among the respondents to use the Internet. Among both male and female respondents Desktop was the least used devices for accessing the internet.

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11.Response of respondents from offline marketing activities. Sr. No.

Source

Responses

Percentage

1

CONSULTANT

30

30.00

2

NEWSPAPER ADS

14

14.00

3

ADMISSION

10

10.00

4

PAMPHLETS

30

30.00

5

OTHERS

16

16.00

SOURCES 35 30 25 20 15 10

5 0 CONSULTANT

NEWSPAPER ADS

ADMISSION

PAMPHLETS

OTHERS

Percentage

INTERPRETATION The responses from consultants & pamphlets was more effective (30.00 percentage) as this source are used repeatedly and gives an effective result to many management institutes. And the responses from newspaper Ads (14.00 percentage) and admission letter (10.00 percentage) is less as compare to other sources.

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12. Are Consultants valuable Assets for Management Institutes in Admission activities? Sr. No. 1 2 3 4 5

Particulars Strongly Agree Agree Neutral Disagree Strongly Dis-Agree

RESPONSES 52 21 13 6 8

PERCENTAGE 52% 21% 13% 6% 8%

RESPONSES 60 50 40 30 20 10 0 Strongly Agree

Agree

Neutral

Disagree

Strongly Dis-Agree

1

2

3

4

5

RESPONSES

INTERPRETATION: Maximum students are in favor that Consultants are an assets for the institutes. They play an important role in admission activities of Management Institutes.

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13.Region wise advertisement through offline marketing (Telecalling) ZONES

NO. OF CALLS

PERCENTAGE

EAST ZONE

1200

48.00

WEST ZONE

600

24.00

NORTH ZONE

500

20.00

SOUTH ZONE

200

08.00

TELECALLING ANALYSIS 60% 50% 40% 30% 20% 10% 0% EAST ZONE

WEST ZONE

NORTH ZONE

SOUTH ZONE

TELECALLING ANALYSIS

INTERPRETATION: Analyzing the above data, we can see that higher number of responses got from the East Zone (48 percentage) because many students of East zone wants to come out of there cities for the higher and good education and in search of good college who gives good placement after their Degree. And the lowest responses from the south zone (8 percentage) because they prefer to study in their native place or in nearby cities like Bangalore, Chennai, and Hyderabad.

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14.Regions concentrated for mock GD/PI for undergraduate as a part of marketing strategy. ZONES

RESPONSES

PERCENTAGE

EAST

300

46.15%

WEST

200

30.77%

NORTH

100

15.38%

SOUTH

50

07.69%

GD/PI 50.00% 45.00%

40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% EAST

WEST

NORTH

SOUTH

PERCENTAGE

INTERPRETATION: There were many responses from different part of the country that is form of different zones.  46% responses from east zone.  30.77% responses from west zone.  15.38% positive responses from North zone.  7.69% responses from south zone. It is concluded that the positive responses from East Zone is high because the students of these zones prefer to come out of there states for their higher education

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15.In which region the marketing strategy was more effective/fruitful?

ZONES

RESPONSES

PERCENTAGE

EAST

45

45.00%

WEST

25

25.00%

NORTH

20

20.00%

SOUTH

10

10.00%

ZONE 50.00% 45.00% 40.00% 35.00%

30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% EAST

WEST

NORTH

SOUTH

PERCENTAGE

INTERPRETATION: There were many responses from different part of the country that is form of different zones.    

45% responses from east zone. 25% responses from west zone. 20% positive responses from North zone. 10% responses from south zone.

It is concluded that responses out of both offline and online marketing strategies were fruitful from East Zone as compare to other zones.

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CHAPTER 8

FINDINGS

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FINDINGS 

Most of the B.COM and Others (Technical Background) students look forward for management institutes as an option for their post graduate degree.



The target market of the management institute should be more on the Commerce and Engineering.



Responses from offline marketing was more fruitful then that of online marketing.



Online marketing strategy is the most effective marketing technique over the traditional marketing technique



WhatsApp and LinkedIn are the most preferable source of collecting the information.



To collect the information regarding management institutes students, prefer less to access the internet from cybercafé as compare from homes.



Online is a Reliable source of Information.



Students mostly go by the Brand name.



Online Media is the mode which attracts students towards the brand.



Cell phone was the most common device used for collecting the information.



The best responses were through distribution of Pamphlets and Consulting Firms.

 

Consultants play an important role in admission activities of Management Institutes. East zone was found to be highest respondent zone by applying both online and offline marketing strategies.

FINDINGS ABOUT COLLEGE 

ISMR is among the reputed business school in Pune.



ISMR always try to serve best to their students



Location of college is in outskirts of Pune, which is far from city.



ISMR has got a good data for those prospective students.



Industry oriented faculties.



Providing 100% placement.

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CHAPTER 9

LIMITATION

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Limitations 

Report does not look into all the aspects of organization.



The perception bias or attitude of the respondent also acted as a hurdle to the study



Most of time students because of confusion, did not respond well.



Time period was also bit of problem.

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CHAPTER 10

CONCLUSION

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Conclusion The study focuses on the impact of online and offline marketing strategies and analyses how it helps the management institutes to create awareness about the education they provide. It is understood that both popularity and usage can serve as key indicators in understanding the factors affecting college students during the decision-making process of the most significant area of the life. The role of peer influence is highest among this age group while making decisions. The reasons for this can be further investigated. The clear impact of social media cannot be denied when it comes to the time devoted by this generation, yet it was surprising to discover that the role of the former is relative poor as compared to direct feedback and fact-based information. The study clearly confirms that in the choice-making process for selection of university, students give the highest weightage to personal communication. Simultaneously, the results are explicitly positive for social media in the category of non-personal marketing communication. After the study we came across various parameter where we need to update ourselves. These activities helped in preparing us our strategies and gave us an idea of the response we will get there. Accordingly, we prepared ourselves & went on to create a healthy impact on the students. We also learned a lesson where to invest the resources, when to invest, what else we need to incorporate, what we need to leave etc. Biggest learning was to use the time because this is the most critical factor that can affect the outcome in big way. There were many activities which were done in the cities where the Seminars, Workshops, Group Discussion & Personal Interview of the students carried out as a part of the research work to boost the attention of the students in advance so that they will be having a curiosity & will turn up for the same. Offline Marketing is the easy way to understand and connect to students and let them know about the curriculum we provide. The confusions and doubts can be cleared on the spot, also students get to know the atmosphere they would get after joining the institutes.

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CHAPTER 11

RECOMMENDATIONS

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Recommendation 

The branding of ISMR in various cities was done largely by print media i.e. Newspaper, Magazine, and by Tele-calling, Hoardings,

Banner

and

broadcasting modes should have been incorporated. 

Manpower should be increased so that the distribution of workload can be done effectively.



Visits in nearby cities should have been done in different phases. i.e. Nagpur, Bhopal, Patna are near to each other so the visit of these two cities must be mad in different phases so that if some students are not able to attend the GD-PI on the given date in one city can re-appear on another date by covering the distance between the two cities.



College should concentrate more on online portals for contacting students as it is a broad platform.



More use of internet marketing should be done.



Advertising through social media should increase to increase the base of students.



More collaboration with education portals.

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CHAPTER 12

BIBLIOGRAPHY

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BIBLIOGRAPHY

References:

     



  





6 benefits of using Instagram for your business. 2014. Koozai. Accessed 10.10.2016 https://www.koozai.com/blog/social-media/6-key-benefitsusinginstagram-business/ A Beginner’s Guide to Digital Marketing. 2016. on Digital Marketing. Accessed 02.07.2016. http://www.ondigitalmarketing.com/learn/odm/ A brief guide to the history of the internet. 2016. Investintech.com Accessed 7.03.2016. http://www.investintech.com/content/historyinternet/ About Symbolic. 2016. Symbolics.com Accessed 12.08.2016. http://symbolics.com/about-symbolics/ Advertising on Instagram. 2016. Instagram for Business. Accessed 6 April 2016. https://business.instagram.com/advertising/ All about Pinterest. 2016. Pinterest. Accessed 07.03.2016. http://about.pinterest.com/basics/ Alyssa. 2013. A brief history of internet marketing. Prager Microsystems. Published 18.07.2013. Accessed 12.08.2016. http://www.pragermicrosystems.com/blog/general/a-brief-history-ofinternetmarketing/ Angels, S. 2015. 12 ways to use periscope for business. Business news daily. Published 17.08.2015 Accessed 23.1.2016. http://www.businessnewsdaily.com/8287-periscope-for-business.html The application of digital marketing strategies to increase profits of the organization Best Practice Guide. 2016. Pinterest. Accessed 22.05.2016. http://business.pinterest.com/assets/pdf/best_practices_en.pdf Biswal, R. 2016. Top 10 best search engines in the world. CloudBuzz. Published 21.10.2016. Accessed 22.10.2016. http://www.ecloudbuzz.com/top10-best-search-engines-in-the-world/ Bourne, J. 2013. Online advertising: A history from 1993 to the present day [infographic]. Marketing Tech News. Published 11.09.2013 Accessed 22.08.2016 http://www.marketingtechnews.net/news/2013/sep/11/onlineadvertisinghistory-1993-present-day-infographic/ Brand Resources. 2016. Instagram. Accessed 10 May 2016. https://www.instagram-brand.com

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

 

 

  

 

 

 



Brief History of the Internet. 2016. The Internet. Internet Society. Accessed 16.05.2016 http://www.internetsociety.org/internet/whatinternet/historyinternet/brief-history-internet Cloaking. 2016. Search Console Help. Google. Accessed 10.10.2016. https://support.google.com/webmasters/answer/66355?hl=en Chaffey, D., Ellis-Chadwick, F., Mayer, R. Johnston, K. 2011. Internet Marketing: Strategy, Implementation and Practice. Fourth Edition. England: Pearson Education Limited. Create a Page. 2016. Facebook. Accessed 31.05.2016. https://www.facebook.com/pages/create/ Definition of Internet in English. 2016. English Oxford Living Dictionaries. Oxford University Press. Accessed 21.04.2016 http://www.oxforddictionaries.com/definition/english/Internet Definition of Twitter. 2016. WhatIs.com. Accessed. 5.03.2016 http://whatis.techtarget.com/definition/Twitter DeMers, J. 2013. The Top 7 Online Marketing Trends That Will Dominate 2014. Forbes. Published 17.09.2013. Accessed 16.09.2016. Dickey, M. 2013. The 22 Key Turning Points in The History of YouTube. 2013. Business Insider. Published 15.02.2013. Accessed 17.08.2016. http://www.businessinsider.com/key-turning-points-history-of-youtube20132?op=1 Easy and effective Facebook Adverts. 2016. Facebook adverts. Facebook. Accessed. 01.06.2016. https://www.facebook.com/business/products/ads/ Email Marketing – What is it? Why do it? And how? 2016. Everything Email. Accessed. 14.07.2016. http://www.everything-email.com/email-marketingwhat-is-it-why-do-itand-how/ Facebook Basics. 2016. Facebook. Accessed 31.05.2016 http://www.facebook.com/business/overview/ Ways to Research Your Buyer for Content Marketing. Content Marketing Institute. Published 22.03.2011. Accessed 17.04.2016. http://contentmarketinginstitute.com/2011/03/research-your-buyer/ Inbound marketing: Attract, engage, and delight customers online. Wiley. New Jersey: Wiley. How to use the 7Ps of the Marketing Mix? What are the 7Ps and how to use them?. Smart Insights. Accessed 17.09.2016. http://www.smartinsights.com/digital-marketingstrategy/onlinemarketingmix/how-to-use-the-7ps-marketing-mix/ Harden, Leland, and Heyman, Bob. Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty. Saranac Lake, NY, US: AMACOM Books, 2009. ProQuest ebrary.

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Web links:   

www.ismrpune.edu.in www.google.co.in Academia.co.in https://www.techwyse.com/blog/internet-marketing/integrating-online-andoffline-marketing/

Books:  

C. R. Kothari, Research Methodology W. Chan Kim, Renée Mauborgne Blue Ocean Theory Philip Kotler, Marketing Management

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CHAPTER 13

ANNEXURE

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QUESTIONNAIRE Name ________________________   

Gender _________ Age _____ Address __________________________________________________ Contact No. _____________ E-mail-Id ________________________

1. Which of the following course or degree you are pursuing now? a) Bachelor’s of Business Administration (B.B.A) b) Bachelor’s of Commerce (B.COM) c) Bachelor’s of Arts (B.A) d) Others 2. Students of which stream prefer joining the post graduation courses? a) Science b) Commerce c) Arts 3. Where did you get the information regarding management institute? a) Friends and relatives b) Seminar and workshops c) Alumni d) Consultants e) Social media/Website 4. Are Online activities by Management Institutes an effective marketing effort? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree 5. Which online services are used more for collecting the information? a) WhatsApp b) YouTube c) Facebook d) Google + e) LinkedIn 6. Which sources are used more for internet access? a) Home b) Hostel c) College d) Cyber Café

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7. Online advertising is a reliable source of information. a) Strongly Agree b) Agree c) Neutral d) Dis-agree e) Strongly dis-agree 8. Whether brand name attracts students while selecting the Management Institutes? a) Yes b) No 9. Which source attracts the students towards the brands? a) Print Ads b) Education Portals c) In-store Promotion d) Outdoor media e) Online Media 10. Most Common devices used for Internet access for collecting information of various institutes? a) Cell Phone b) Laptop c) Desktop d) Tablet 11. Response of respondents from offline marketing activities. a) Consultant b) Newspaper c) Admission Letters d) Pamphlets e) Others 12. Are Consultants valuable Assets for Management Institutes in Admission activities? a) Strongly Agree b) Agree c) Neutral d) Dis-Agree e) Strongly Dis-Agree

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13. Region wise advertisement through offline marketing (Tele calling) a) East zone b) West Zone c) North Zone d) South Zone 14. Regions concentrated for mock GD/PI for undergraduate as a part of marketing strategy. a) East Zone b) West Zone c) North Zone d) South Zone 15. In which region the marketing strategy was more effective/fruitful? a) East Zone b) West Zone c) North Zone d) South Zone

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Respondents sheet (Tell-calling)

CANDIDATE NAME

REMARKS

Tapasvi Dubey Lata Dewangan Priya Sunil Karekar Pranali Fulzele Ankita Sharma Gaurav Shivhare Rohit Narwara Sai Koti Polukonda Arghya Dey Rajesh K. Jyoti Chaudhary Shradha M Phutane Ms.Anindita Acharjee Vijay Chakravorty Utkarsh Kr. Chandrakar Utsav Sharma Prakash A Tiwari Akhil Gupta Somojita Das Munmun Banerjee Surbhi Bajpai Devyani Trivedi Garima Srivastava Suchita Dash Pragati Chouhan Digvijay Singh Rathore Vidyarthi Nahak Rohit Suresh Shelar Sankalp Agrawal Narendra Kr Chandrakar Manoranjan Patra Omkar S Kakade Bhavana Pungalia Vishal Hooda Mohammad Ali Memon

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