Vol. 1, Issue 3 (2016)
Role of media in decision-making: What helps students join a business school
Author(s): Devina Sarwatay, Dhriti Bhattacharjee, Arbind Sinha
Abstract: Self-financed colleges are transforming the education sector in India. Strategies to attract students resemble those of companies wooing customers. Various modes of promotion have increased reach. Shanti Business School used different media, promotional materials and interaction to attract students. It achieved reasonable enrolment for its undergraduate and postgraduate programmes. A study with 210 students was conducted to understand impact of medium of promotion in influencing students to take admission in SBS. It indicated that mass media are weak influencers. Traditional media like word-of-mouth and social media are becoming more important. Students cross checked this information with online media so institutes’ websites should be updated regularly. Marketing and admissions teams are other key opinion leaders, followed by profile of faculty members, scope of internships and placements and infrastructure that sway family and friends who are major influencers. WhatsApp, Facebook and YouTube are the most preferred social media platforms.
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