International Business: Strategic Alliances in Higher Education Dr. Gurinder Singh Pro V. C (I) Amity University, Director General, Amity International Business School and CEO, Association of International Business School, London Mobile : +91 -9810705891 E- mail : provci@amity. edu, gsingh@abs. amity. edu
MAJOR FOCUS ON…. . How to meet the challenges of the highly priced elastic market all over the globe. New methods of approaching customers – Virtual Approach Global Recognition - Aligning education with Global Job Opportunities. Current recession in the education industry. How to have strategic alliances with quality institutions in Asia. Issues which are very important while entering into the partnership with Asian countries.
Market strategies for successful and profitable market arrangements with Asian institutions. Strategies for getting good quality students. Brand building exercise.
CURRENT RECESSION All over the world there is a decline in students going for higher education. Reasons: • Increasing number of drop outs in schools & colleges. • Young generation is keen in earning more than learning more.
Commercialization, privatization and globalization. Scarcity of money and high cost in getting the professional education. Lack of awareness about the courses which can enhance their market values. Selective recognition by the corporate to A- GRADE institutions. Global recession.
Asians are still keen to study & do research. An extensive Research Study has proven that “out of 10 Asian students who get an opportunity for higher education, abroad, 8 avail it.
MAJOR ISSUES FOR PARTNERSHIP. Quality in addition to volume of business Financial viability Course should be accepted globally. Quality corporate networking. Value addition
STRATEGIES Joint recruitment and programme delivery Structured strategic alliances with quality institutions. Virtual class rooms with some international exposure Joint ventures Joint Research and publications Exchange programs between institutions. Seminars and workshops with foreign universities.
Well- structured selection procedures. Franchising abroad. Simplifying the procedures for enrolling students with foreign universities. Scholarship programs. Research Funding- win strategy
INDIA - A CASE STUDY. Every year 100, 000 students from India go for higher education to US, UK & Europe. Another 40, 000 students go for higher education in other countries.
OPTIONS AVAILABLE…A CASE STUDY To have strategic alliances with qualitative institutions in India, where a part of the curriculum can be delivered in the country and the remaining part abroad. Successful case in India Advance Entry Model Virtual Model : Pan African Project Franchise Model
BRAND BUILDING…. . Value addition for students. International exposure. Successful international marketing operations. Placement to students. Promotional program by institutions. Workshops and seminars by institutions.
Accessibility of service depends upon…. . . The number and skills of the persons associated with providing the core, facilitating and supporting services. Office hours, class and seminars schedules, time used for other services. Ambience.
` Tools and equipment used. Number, quality and aptitude of students. Interaction between the students, environment of the institute and other sub-systems.
Guidelines for effective promotion. . . Create clear and simple messages. Emphasize service benefits. Make realistic and attainable promises. Build on word of mouth communication and referrals. Provide tangible clues in terms of certification, records, etc.
Placing decision of educational services. . . Major factors affecting are: what is the market demand? Will the purchase of service be negated if the institution is not conveniently located? What are the competitive alternatives available? How effective are the supportive services(transportation, health centers, food joints etc. ) located with the institution?
BARRIERS TO USE PROMOTIONAL TOOLS FOR EDUCATION EFFECTIVELY Ø Most educational institutions are product oriented rather than market or student oriented. Ø Professional and ethical considerations may prevent the use of certain forms of promotion. Ø The nature of competition Ø The nature of consumer attitudes
GUIDELINES Ø Create Clear Simple Messages Ø Emphasize Service Benefits Ø Make Realistic, Attainable Promises Ø Build on Word of Mouth Communication and Referrals Ø Provide Tangible Clues Ø Develop Continuity in Advertising
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