Input Variable Correlation Framework for Effective Marketing Strategy of Student Intake in a University Program

Abstract

Building a successful university program is a challenge for any Institute and attracting
the right intake is even a bigger challenge. Every educational Institute builds up a
marketing strategy and this study is conducted to find strong likelihood of a probable
pattern that link input variables to successful outcome. This research is exploratory in
nature to analyze factors affecting decision making of an individual to choose a
university; overall perception, public image and marketing efforts of a University. The
factors having correlations that can vary in their dynamics to bring out the best
quantitative and qualitative outcome for a University. Quantitative outcome relates to
more student applicants in general while qualitative impact relates to higher academic
rating of students at time of joining.
The input variables or predictors generate desired response by the students and the
applicants. Study of intake, their historic tends give projections in future direction if the
marketing strategies need revision for more effective enrollment, desirability of a
program or an Institute and eventually enhanced profitability of the University.
Perception is dervied by Internal referral mechanism while Image is built on external
factors that reflect on the ourlook of an Institute. The intended outcome is to become the
preferential choice of new students applying at time of admission.