"Comparative Marketing Practices In Higher Education Using Christ College (Bangalore, India) And Liverpool Hope University (Liverpool, Uk) As Case Studies "

Abstract

This paper describes some of the marketing research undertaken by Liverpool Hope University, UK and Christ College, Bangalore, India. Both universities share a Christian foundation and are similar in their Mission, values and ethos. Both operate in an increasingly competitive environment and the paper begins by outlining the key challenges for both the UK and Indian university sectors.
The paper also highlights the findings of undergraduate students' choice behaviour for choosing and enrolling for undergraduate courses of Christ College. The findings are based on a longitudinal survey compiled over 4 years adopting a questionnaire. Strategic marketing initiatives to reinforce a "positive image" of Christ College and "enhance students overall experience" were drawn based on the findings.
The paper then explores a range of techniques, including familiarity/ favourability dimensions, attribute identification measures, perceptual, mapping techniques and expectancy-experience analysis undertaken at Liverpool Hope University to help assess its market position and explore perceived gaps in the service provision.
The methods are critiqued and the benefits of the research for each university are discussed.