ADOPTION OF MODERN MARKETING STRATEGIES IN PRIVATE MANAGEMENT AND TECHNICAL INSTITUTIONS: AN EXPLORATORY STUDY OF OUTREACH EFFECTIVENESS IN CHANDRAPUR DISTRICT

Abstract

In the modern competitive world of tertiary education, it is indicated that the use of modern day marketing strategies by the institutions concerned with the privated management and technical institutions is increasingly gaining importance to help the institutions reach more, and gain new students. In this paper the researcher has analysed the adoption and application rates of modern marketing strategies in the private management and technical institutions within Chandrapur District. The study takes an exploratory and descriptive design, with the use of primary and secondary data. The structured questionnaire was used to collect data in the form of primary data, which consisted of 120 respondents of which 60 were students and 60 potential students. The discussion revolves around the awareness and high performance of the marketing devices like social media marketing, institutional websites, internet advertisements, and virtual engagement device. The results indicate that digital mediums of marketing, especially the social media and institutional websites, are important in increasing the presence of the institution and the choices made by students when enrolling into institutions. Most of the interviewees have mentioned that the current marketing tactics have a severe influence on how they view and choose the institutions. The research finds that the successful adoption of digital marketing tools can greatly enhance the engagement of the stakeholders, institutional branding, and positively affect the trends in enrolment in private higher learning institutions.