International Business: Strategic Alliances in Higher Education

Dr. Gurinder SinghPro V.C (I) Amity University,Director General, Amity International Business School andCEO, Association of International Business School, LondonMobile : +91-9810705891E- 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 ApproachGlobal 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 businessFinancial viabilityCourse should be accepted globally.Quality corporate networking.Value addition

STRATEGIES Joint recruitment and programme deliveryStructured strategic alliances with quality

institutions.Virtual class rooms with some

international exposureJoint ventures Joint Research and publicationsExchange 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 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 STUDYTo 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 IndiaAdvance Entry ModelVirtual Model : Pan African ProjectFranchise 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

           Most educational institutions are product oriented rather than market or student oriented.

         Professional and ethical considerations may prevent the use of certain forms of promotion.

              The nature of competition               The nature of consumer

attitudes 

 GUIDELINES                  Create Clear Simple

Messages                 Emphasize Service Benefits              Make Realistic, Attainable

Promises  Build on Word of Mouth

Communication and Referrals                        Provide Tangible Clues                        Develop Continuity in

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