Marketing Strategy

2. Background

In the past few decades, educational institutes have focused primarily on providing knowledge from books.

Mark Twain once said, "I never let my schooling interfere with my education" (Grothe, 2004). This clearly shows that, he was not satisfied with his schooling. Hence, he differentiates education from schooling, as it is understood traditionally across the globe.

But, as time passed by, the definition for education has changed relatively. Recently, education sector not only focuses on providing education to the students but also on the various facilities as education has become a necessity from being a privilege .The increased awareness among students has forced educational institutes to put in efforts to provide the best of education as well as the best of modern facilities. However, facilities remain secondary and are merely assistants in imparting knowledge better. Over the years education has transformed into an industry therefore, institutes try to satisfy their customers (students) as much as possible.

Student Satisfaction is the opinion of the students about the overall experience of the educational institute (in this case, Universities) (Kotler & Clarke, 1987).

The major factors that Universities address to maintain a high level of student satisfaction are keeping up the reputation of the institutions, providing availability of financial aid, maintaining a team of highly qualified faculty, providing academic advice and counseling, providing job-placement facilities and providing modern infrastructure including IT support, hobby and sports facilities, etc.

We are doing this research primarily, out of curiosity; to study the acceptability of UK universities in India. Secondly, to provide a fresh insight on the existing views of people and lastly, so that it may be useful for educational institutions in prioritizing their action to achieve better outcomes when it comes to satisfaction levels of students.

3. Research Question

• If providing placement support to students. Does it results in higher level of satisfaction?

• Does participation in inter college activities help increase the level of satisfaction among students?

• How does academic structure affect the satisfaction level of students?

• Does better-Qualified Faculty help in increasing the level of satisfaction among students?

• How does modern Infrastructural Facilities affect level of student satisfaction?

4. Research objective

• To study the satisfaction