Importance of Marketing Communication in Marketing Strategies in Educational Organisations Business Model

-A Case Study on ETI labs, India



ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The study defines different aspect marketing communication. It also explores the difference between marketing communication and integrated marketing communication. In addition to this, the study describes the importance of marketing communication in marketing strategy. For this, the researcher has chosen the case study of eti Labs. ETI Labs (Embedded Technology Innovation Labs) is proclaimed to be a new venture and the first of its kind in India. It is supported by IT, IIT and IISC veterans concentrating on high excellence in technology services, providing training, technical support, Research and development services from Chip design to mobile applications. Finally, the study analyses different effective and creative process for marketing communication and its impact on its audiences.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 3: RESEARCH METHODOLOGY1

Research Methodology1

Sampling and Sampling Design2

Purpose of the Research2

Research Type and Approach3

Research Strategy4

Data Collection6

Validity and Reliability7

Limitations8

Case Study: Organisation Profile8

CHAPTER 4: FINDING ANALYSIS10

Strategies for identifying needs, interest and motivation for different audiences10

Interview10

Questionnaire Survey10

Market Positioning11

Marketing Strategy11

Maslow's hierarchy needs assessment12

Implications for the Improvement of These Strategies to Create More Effective Methodology for Students12

Creative Marketing Processes13

Direct Marketing13

Relationship Marketing14

Effect of Marketing Communication strategies implemented by educational originations14

Findings16

Case Study Analysis22

REFERENCES24

APPENDICES28

CHAPTER 3: RESEARCH METHODOLOGY

Research Methodology

The proposed research would be carried out through significant research methods. The importance of the marketing communication of an educational organisation would be deeply analyzed as this would be the core of the research. Considering the experience and special interest of the research topic, the researcher will conduct an in-depth case study on ETI Labs- India. ETI Labs (Embedded Technology Innovation Labs) is proclaimed to be a new venture and the first of its kind in India. It is supported by Institute of Technology (IT), Indian Institute of Technology (IIT) and Indian Institute of Science (IISC) veterans concentrating on high excellence in technology services, providing training, technical support, research and development services from Chip design to mobile applications. These institutes are one of the leading institutes for technology and science studies in India.

The data collected for this case study would be secondary in nature and will be analyzed through desk study. According to Stake (2010) the case study method proves to be highly effective when compared to other methods in understanding a desired concept and issues relating to the same. Marketing communication plays a crucial factor in targeting consumers groups. The budget of these depends on the targeted audience, whereas other strategies follow automatically. The success of marketing communication in the educational sector depends on reaching the estimated targeted ...