Incorporating 11 P'S of Service Marketing Mix and Its Impact on the Development of Technical Education

Abstract

Technology Education or Technical Education (TE) is a key driver for the growth and development of a country and is essential input for national development and for strengthening of the industry, economy and ultimately improving the quality of life of the people. Rapid and drastic changes in economic growth are creating higher demands for TE. Most of developed countries witnessed economic growth with the promotion of TE in the country. There is a rapid growth of TE in last decade in terms of the no. of institutes and the intake capacity in India. However, there is noticeable gap in between the actual no. of enrollments and intake capacity of these institutes along with poor performance of institutes in terms of service provided specially by private institutions which resulted in enormous unemployment in India. This study is sought to investigate a perception and determination towards accessing TE with 11 P’s of Service Marketing Mix rather than traditional service marketing mix of 7 P’s. The study discloses different approaches by the service providers (institutions) and service consumers (students) to TE in terms of 11 P’s of marketing mix; program, price, place, promotion, people, physical evidence, process, and additional P’s; performance, position, pleasure and pointing-out. Findings of the study will be useful for the institutes, government and direct or indirect service providers of TE in developing an effective strategic plan through 11 P’s, that will not only boost TE in terms of quantity but also improve quality and performance of the service providers. A quantitative research survey through a structured questionnaire for the students who are studying or have recently completed their TE in engineering, pharmacy and management from the institutes affiliated to the North Maharashtra University, Jalgaon was conducted. The survey is delimited to the TE belonging to North Maharashtra University, Jalgaon and Khandesh region of India. KEY FINDINGS (1) Students' satisfaction is more associated with the institution's supporting services and extension services than institution's operating services. This means students' satisfaction is not limited to classrooms only. (2) Based on the traditional P's of Institution; People, Price, Physical Evidence, Process, Place, Program and Promotion, the existing studying students grow and develop accordingly. The out-put of the students and the institution, results in the 'Performance' which is 8th P. (3) The perception towards this Performance creates the perception of 'Positioning' of the institution in the market which is 9th P. (4) The Performance of the students forms the feeling of 'Satisfaction' (10th P) and sense of affiliation, belonging and bonding. (5) The 11th P, 'Pointing-out' is the fruitful result for the institutions which bring out referring act to the future students, parents and industry for preferring this institution over the others which has created a sense of satisfaction, affiliation and belonging among the students. (6) In today's scenario, incorporating 11 P’s in educational system will not only boost the quantity of educational learners but also improve quality and performance of the learners and service providers.

Keywords: Technical Education/Technology Education, Service Marketing Mix, Higher Education, Program, Price, Place, Promotion, People, Physical Evidence, Process, Performance, Position, Pleasure and Pointing-Out