ABSTARCT :

Education is gaining prime importance in todays competitive scenario. In recent

years, massive changes in policy, governance, structure and status of higher
education have been taken place all over the world, including India. In India higher
education institutions experience environmental changes, such as privatization,
diversification, decentralization, internationalization and increased competition.
These changes have an effect on how higher education institutions operate
nowadays and they are seen as the driving forces for marketing orientation of
higher education.. Marketing of education is gaining momentum with the entry of
private institutions, change in people's attitude towards education and the changing
scope for the different courses being offered. As the education service is intangible,
inseparable and perishable, certain implications exist for marketing. Higher
education institutions need a well-developed comprehensive marketing mix
strategy that is carefully communicated throughout the institution and the services
marketing mix will help higher education institutions to shape their service
offerings according to the needs of their student and it is helpful for educational
institute to influence the choice of student. The research paper attempts to study the
students choice of commerce college in Jamnagar city and factor influencing
students choice of college. It also reveals the various marketing mix strategies of
colleges.
Key words : Education, Marketing Mix, Students Choice.

INTRODUCTION :
A man without education is almost like a ship without a rudder.
In the recent years, the educational market has become more dynamic and
complex. There are many market forces that are trying to shape the educational
environment. The competition between universities & institutes are increasing.
Students and the parents are aware that the cost of education has been on the rise
irrespective of mushroom growth of educational institutions. Already there is
cutthroat Competition among various private educational institutions.
In order to survive and to achieve a sustainable competitive advantage,
educational institutions, particularly the institutions offering professional course
like LLB , LLM, BCA, MCA, MBA, BBA, B.Ed. & M.Ed. etc. are not lagging
behind. They have also adopted practicing marketing their products and services.
In this industry, the students are consumers, teachers are service providers, and the
institutions or companies catering to education services are organizers, and the
teaching-learning process is no longer for the building of a nation but a business
for profit-making.
Choosing a study program and a College is a difficult and very important
decision that many young people must make each year. Students have to take into
account many things when choosing a college .Many factors can influence a
students decision, including proximity to home, majors offered, costs, financial aid
or scholarships offered, selectivity, environment, and parental influence, coaches,
religious figures, or any role models in a students life. Each factor carries a
different priority for students in making their college choice. Additionally, students
use a variety of sources to find out information about each institution that is of
interest to them. High school counselors, admissions counselors, college brochures,
institutional websites, other internet-based resources, friends, parents, and other
family members can all influence the choice.
However, the choice they make is particularly relevant not only to them
personally, but also to the colleges competing to attract prospective students to
their institutions. Therefore, insights into the decision-making process, including
the main factors influencing the choice of a college and a study program, are
 important. More knowledge about these factors will help the colleges admission
and marketing departments.
OBJECTIVES OF THE STUDY:
1. To study the Marketing mix Strategies of various commerce colleges in Jamnagar.
2. To determine the Impact of Marketing Mix on Students Choice of College.
3. To Find out the factors that influence the students choice of college.
4. To obtain the best possible suggestion in order to improve the Marketing mix
Strategies of commerce colleges.

RESEARCH METHODOLOGY
The present study is based on Descriptive survey method. Survey method permits
the to come in direct contact with the people, who is the part of to study. The study
used primary data collected through the questionnaire from 200 students of
Jamnagar and secondary data of colleges marketing strategy are collected through
their broachers , books, articles, newspapers, websites etc.

LITERATURE REVIEW :

RESEARCH PAPERS REVIEWED:

1. In the research paper titled: CUSTOMERS (STUDENTS) PERCEPTIONS

ABOUT 7Ps OF HIGHER EDUCATION MARKETING MIX By Mamta
Chawla,

In this research paper the whole study is conducted based on the elements of
service marketing mix namely, product, price, place, promotion , people, process,
and physical evidence. The whole research proves that how marketing mix
essential for the educational institutes in this highly competitive academic
 environment. Marketing mix is essential to attract best students and help to retain
them by delivering the service they want. The study was specifically done on 10
self financing B.ed & Management professional institutions of in Haryana.

The study confirms that the choice of students of both management and
educational colleges have influenced by the marketing mix adopting by the
colleges on their enrolment. It also proves that the marketing mix strategy adopted
by the institute was fulfill all their expectation regarding the education service, so
that there is no significant difference between perception of students regarding the
marketing mix of institution. This research paper also gives suggestion regarding
the future research in the same filed , like the whole study can be conducted in the
different state of country, or can compare the marketing mix strategy of the
metropolitan citys institution with small citys institution to measuring the
perception of students on other subjects.

2. In the study case titled: THE IMPACT OF MARKETING MIX ON

STUDENTS CHOICE OF UNIVERSITY A STUDY CASE PRIVATE
UNIVERSITY IN BANDUNG, INDONESIA. BY Elisabeth And Sri Astuti .

The aim of this study is to obtain the influence of marketing mix towards students
decision making for selecting higher education institution.. Higher education in
Indonesia experienced massive changes in policy, governance, structure and status.
These changes have an effect on the operation of higher education institutions and
seen as the driving forces for intense competition in this industry. Considering all
changes that higher education institutions faced with, it is realized that institutions
will have to become more marketing oriented. The whole study conducted on the
300 students of Widyatma University.
 The study confirms the relationship between marketing mix adopted by the
institute and students decision regarding the choice of institute. The higher
education institute have to formulate their marketing strategy according to the
requirement of customers(students), needs, wants and goals and for that purpose
the institute have in-depth knowledge regarding the students priorities in terms of
Infrastructural facility, academic performance, best faculty etc.

3. In the research paper titled: MARKETING COMMUNICATIONS MIX OF

UNIVERSITIES - COMMUNICATION WITH STUDENTS IN AN
INCREASING COMPETITIVE UNIVERSITY ENVIRONMENT, BY
Schller David, Raticov Martina.

The whole research is carried out on Czech Republic. The research paper focus on
forms and activities of marketing communication used by university towards their
prospective students. The research is carried out with the help of interview with
the 581 students from 15 colleges. The study reveals that marketing
communication with prospective students should take place through various
method like road show, education fair, advertising, conference, guidance seminar
etc.

The study results indicate that social networks (Face book, Twitter) and other
applications (such as YouTube) promise a huge potential of the communication
between the universities and its potential students that has yet to be used to the full.
Another area that should be taken into account is direct communication with
prospective students, which should be strengthened, in other words, prospective
students should be met in person. New creative forms of marketing
communications also bring considerable benefits Night of the Scientists,
 university promotion tent at large music festivals, various knowledge contests for
prospective students, etc., which may highlight the efforts of a university.

4. In the research paper titled: A STUDY ON PERCEPTION AND ATTITUDE

OF STUDENTS REGARDING FACTORS WHICH THEY CONSIDER
WHILE MAKING SELECTION OF INSTITUTE IN MBA PROGRAMME
IN GUJARAT STATE By Prof. Ritesh Patel, Prof. Mitesh Patel,

Education is gaining prime importance in todays competitive scenario. MBA is

one of the most common career choices amongst the youth in India today. This is
purely because of the benefits that the course offers. More and more MBA schools
and management institutes are coming up in India. The objective of this paper to
analyze how various factors has influence on the decision of students in selecting
institute for master degree. The whole study was done 150 student of MBA college
from Gujarat.

The study reveals the fact the majority of student choice is influenced by the,
placement activities done by the institute, computer lab facility, suggestion from
friends and family, career goal of the students, positive word of mouth, experience
of the faculty, guidance from the counselor, specialization offered and course
provided by the institute, brand name of the institute & geographic location are
mostly considered by students. It is beneficial for the MBA college in Gujarat to
focus their attention towards needs & Wants to survive and success in this tough
competing environment.

5. In the research paper titled: EFFECT OF SELECTED MARKETING

COMMUNICATION TOOLS ON STUDENT ENROLMENT IN PRIVATE
UNIVERSITIES IN KENYA BY Omboi Bernard Messah,
 The study was carried out to identify the effect of selected marketing
communication tools in terms of enhancing student enrolment in private
universities in Kenya. Independent variables under study are; public relations,
advertising, personal selling and direct marketing; the dependent variable is student
enrolment. The study was conducted in 25 private university with 125 respondents
form each university in Kenya.
The study proves the importance of different marketing communication tools on
the students enrollment in private university in Kenya. Public relation & excellent
customer satisfaction, exhibition, and reputation of institute will help in students
enrollment. The study established that print media; newspapers were rated highly
as the most effective marketing communication tools to provide information to
wide spread students. Direct Marketing through internet and email to prospective
customer should also influence on enrollment of students. At the last personal
selling is a key to shorting out the dought of the prospecting student by face to face
questioning related to the query regarding the institute. Several aspects that need
to be coordinated among quality assurance departments, academic staff, and the
marketing departments in an effort to accomplish these needs. Hence, it is
important for institutions to know why students choose a particular institution over
another one.

6. In the research paper titled: WHAT FACTORS AFFECTS A STUDENTS

CHOICE OF A UNIVERSITY FOR HIGHER EDUCATION. BY Hassan
Shahid, Owais Shafique, Omair Hassan Bodla

The study was conducted in Forman Christian College at Lahore, Pakistan. The
prime objective of the study was to identifying those factors which are influencing
 students choice of university. The whole study based on primary data collection
through the interviews of candidate who are already enrolled in management
course. The response of students is very versatile like one of the student feel lucky
that he got the admission at that reputed university. Other student said that it will
leads to development of capabilities and abilities.
The study confirms that majority of students of Pakistan is career oriented. The
research paper also proves that except any other tools of promotion, word of mouth
is much influence the choice. Student prefers to trust the word of mouth publicity
for selecting the particular institute. They got information from family members,
relatives , friends etc. some of students prefers that now a day the institute does
not having need of market communication. The name of faculty, magazines, and
newspaper can do the marketing communication for institute.

7. In the research paper titled: THE ANALYSIS OF FACTORS INFLUENCING

STUDENTS CHOICE OF A PRIVATE COLLEGE BY Beh Yeow Hui, Lee
Shuan Ling And Ng Shu Yi

The study was conducted in INTI International college, Penang, Malaysia. Due to
private higher educational institutions and private colleges are facing a intense
competition due to the emergence of new colleges and private universities and
there is a great need to upgrade education services continuously to meet the
demands of the market. This study examines decision criteria or factors
influencing students choice of a private college and co-relationship among factors
influencing the choice of their private college. The study was done on 500 students
of eight different private college of Penang to identify the factors that most affect
the students choice to study in private college, the factors which are most
influencing the students choice were divided into five major parts which include
Cost of Education, Physical Aspect and Facilities, Content and Structure of
 Education, Value of Education and Opinion of Family and Friends. Form the above
research the researcher can identify that now a Days Malaysian students would
consider quality of both the academic staff and tertiary education as important
factors together with the ensuing career opportunities

WHAT IS MARKETING MIX ?

The marketing mix is one of the most famous marketing terms. The marketing mix
is the tactical or operational part of a marketing plan. The marketing mix is also
called the 4Ps. A traditional marketing mix consists of the following elements:
Product, Price, Promotion, Place.
Marketing Mix is the set of Marketing tools that the firm uses to pursue its
marketing objectives in the target market. Philip Kotler
The basis of Marketing Operations is the co-ordination of four Key variables
namely, product, price, place and promotion. McCarthy

WHAT IS SERVICE MARKETING MIX ?

This services marketing mix is also called the 7P model or the 7 Ps of Booms and
Bitner. Marketing services is different from marketing goods because of the unique
characteristics of services namely, intangibility, heterogeneity, perishability and
inseparability. Services marketing are dominated by the 7 Ps of
marketing namely Product, Price, Place, Promotion, People,
Process and Physical evidence.

Services Marketing Mix refers to the combination of marketing activities an

organization engages in to promote and sell intangible services, as opposed to
 tangible products. The Services Marketing Mix is also referred to as the Extended
Marketing Mix.

MARKETING MIX OF EDUCATION SERVICES

1. Product/Programme : The first element in the marketing mix is programme.

The issue of what programme to offer and how to structure and design it. It is
the core offering. This is the thing that will fulfill the needs of the
customer( students). An institutions service product strategy determines its
identity, position and how customers(students) will respond to the institution.
The item or service being marketed, through its features, quality, benefits and
quantities. It includes degrees awarded and their syllabus, paper exemptions,
brand name of their degrees and its history, placement facility, lateral entries,
grading given by NAAC, recognition by UGC, AICTE, MCI, NBA OR HRD,
demand and supply conditions of the degrees offered etc.

2. Price : The second element of the marketing mix is price. It has a lot of
impact on the service buyers satisfaction level. What is important to note that
services being all the more intangible, the price become an important factor for
the actual service consumption to happen, after service awareness and service
acknowledgement? The price element, in general, is related to tuition fees
offered, and any monetary related issues It includes admission and term fees
structure, fee concessions and exemptions, college affiliation fee, exam fees,
etc.
3. Place : The location where the product or service is available to the customer,
including distribution channels. This element refers to the system of delivery
and channels of service distribution. The place means the location of the
institution that includes the accessibility, atmosphere and facilities. Institutions
should also give attention to the physical facilities, including the quality of the
design, signage and functionality. The physical buildings and surroundings
convey a message to visitors, students and employees about the institutions.
One of the strategies used is to target a certain customer segment by one of the
various service delivery styles: for example, distance learning, part-time
evening or weekend courses.

4. Promotion : Promotion is an institutions ability to communicate with its

markets. Promotion leads to service (brand) recognition and further establishes
a proxy to evaluate quality of services based by potential customers. Market
communication is achieved by personal selling, advertising, direct marketing,
job fairs, public relations, sales promotion and sponsorship. An institution can
use this promotion tools to communicate with its customers, such as Web-
advertising, direct mail, educational show exhibits, Career guidance seminar
etc.

5. People : people are crucial in service deliveries. Intensive training for your
human resources on how to handle customers and how to deal with
contingencies, is crucial for your success. People refers to all the teaching and
administrative staff through which the service is delivered, and customer
relations built. People also include the institutions current and former students.
 This is because prospective students tend to ask about, and check with current
and former students on their views.

6. Processes : Process are important to deliver a quality service. Services being

intangible, processes become all the more crucial to ensure standards are met
with. Processes refer to the way an institution does business, and this relates the
whole administrative system to this element . Processes are how things happen
in an institution, such as the process of management, enrolment, teaching,
learning, social and even sports activities. It also include evaluation process,
learning methodology, practices session etc.

7. Physical evidence : It affects the customers satisfaction. Often, services being

intangible, customers depend on other cues to judge the offering. This is where
physical evidence plays a part. In this respect, physical evidence could be
course books, or the furniture used and the built-environment. CD-ROMs,
photocopied lecture material and handouts, , free access to the Internet,
discounted materials, equipment in the labs, library facilities, dress code of
students, annual reports and calendars or diaries or college magazines.

MARKETING MIX STRATEGY OF COLLEGES IN JAMNAGAR :

Jamnagar is a royal city with deeply rooted traditions. Jamnagar District is famous
for its brass products, Bandhani tie and dye fabric, and handicrafts. It is also the
worlds largest oil refinery of Reliance Petrochemicals. Jamnagar has Indias first
 Marine National Park People of Saurashtra are deeply conservative as a rule and
old traditions as well as values still prevail. However, winds of change are blowing
across India and lifestyles are undergoing a transformation. You can see modernity
overlay deeply embedded traditional values in the people of Jamnagar. The city has
a population of over 600000 with a literacy rate of over 83%. High literacy rate
shows the development which is going on education field in Jamnagar.

In Jamnagar there are numbers of colleges offering wide variety of course on

different streams like arts, commerce, science etc. The present paper is focused on
Marketing mix strategies of Commerce colleges in Jamnagar.

1. M.P Shah Municipal Commerce College : It is One of Prime Institute of Jamnagar

offering B.com & M.com courses in Gujarati & English Medium . As it is a
government institute the college is not doing any kind of marketing activity. The
fees structure of course is vey nominal in this institute and the quality of education
is at its best So it is first choice of students of Jamnagar.
2. V.M. Mehta Municipal Commerce College : As one of the Government Institute
Providing Commerce courses in Jamnagar, this institute doing News paper
advertisement at the time of admission in local news paper of Jamnagar. The
admission process is quite simple compare to all other colleges in Jamnagar. The
fees structure is also as per Government standard and nominal. The quality of
education is quite low.
3. A.K . Doshi Mahila College
4. D.K.V. College
5. G.H.G Commerce College
6. S.V.E.T College
7. VidhayaSagar Infotech College
8. Swaminarayan Group of Institutes.