Student Preferences for Institutions

Running head: THE EVALUATION OF THE STRATEGIES USED TO MARKET
MAURITIUS INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
The evaluation of the strategies used to market Mauritius International Institution (offering
degree courses)
Name of the Student:
Name of the University:
Author Note:

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Executive Summary
The main purpose of the assignment is to evaluate specific strategies that should be used to
market Mauritius International Institution that offers degree courses. The current segment
explain how far recruiting qualified faculty members can help in marketing new educational
institution named as Mauritius International Institution. Mauritius International Institution will
be opened in Mauritius to teach students that has access to international exposure and will be
getting access to proper placement facilities. In this context, to design the marketing strategies
for the institutions in the education industry, especially the universities, providing degree
courses, it becomes important to be aware of the factors, which influence the decision of the
students to choose a particular university over all others. The factors that need to be taken into
consideration are cost of tuition fees, international exposure, placement facilities, location, and
recognized faculty members.
Table of Content

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
s
Research Topic................................................................................................................................3
Introduction......................................................................................................................................3
Background of the study..............................................................................................................3
Aims and objectives of the study.................................................................................................4
Aim of the study......................................................................................................................4
Objectives of the study................................................................................................................5
Research Question...........................................................................................................................5
Significance of the study.................................................................................................................5
Chapter 2..........................................................................................................................................7
Literature Review............................................................................................................................7
Marketing strategies: Changes and Dynamics.............................................................................8
Dimensions of differentiations:...................................................................................................9
Factors influencing choice of the students:...............................................................................11
Marketing Strategies for the universities:..................................................................................14
Higher education in Mauritius:..................................................................................................15
Chapter 3........................................................................................................................................17
Research Methodology..................................................................................................................17

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Introduction................................................................................................................................17
Research Onion..........................................................................................................................17
Research Philosophy..................................................................................................................18
Research Design........................................................................................................................20
Research Approach....................................................................................................................21
Sampling Technique..................................................................................................................21
Sample Size...............................................................................................................................22
Data collection method..............................................................................................................22
Ethical Considerations...............................................................................................................23
Chapter 4........................................................................................................................................24
Findings.........................................................................................................................................24
Questions asked to students...........................................................................................................24
Section 1........................................................................................................................................24
Demographic profile......................................................................................................................24
Section 2........................................................................................................................................27
Questions asked to parents.............................................................................................................39
Section 1........................................................................................................................................39
Chapter 5........................................................................................................................................51
Discussion......................................................................................................................................51

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Feasibility study of Mauritius International Institution.................................................................51
Vision statement of Mauritius International Institution.................................................................53
Chapter 6........................................................................................................................................55
Conclusion.....................................................................................................................................55
Reference List................................................................................................................................57
Appendix........................................................................................................................................66
Questionnaire.................................................................................................................................66
To students.....................................................................................................................................66
Section 1........................................................................................................................................66
Demographic Profile......................................................................................................................66
Section 2........................................................................................................................................66
To parents......................................................................................................................................69
Section 1........................................................................................................................................69
Questions asked to parents.............................................................................................................72
Section 1........................................................................................................................................72
Questions asked to students...........................................................................................................79
Section 1........................................................................................................................................79
Demographic profile......................................................................................................................79
Section 2........................................................................................................................................83

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Research Topic
The evaluation of the strategies used to market Mauritius International Institution (offering
degree courses)
Introduction
Background of the study
Education sector marketing had become extremely challenging sector in recent times
(Zheng 2014). There are well-known hurdles present at the time of marketing new educational
institutions such as budget limitations as well as having to appeal to a completely new audience
every year. With the rise of digital marketing, it is noted that channels for marketing new
education institution effectively had become more competitive and complex by nature. Students
along with their parents now expect online entry forms as well as presence of social media.
There are more than 20,000 Universities in and across the world that means competition between
higher education institutions is intense every year for recruiting big number of students (Wilkins,
Shams and Huisman 2013).
Students and parents are aware of the fact that the cost of education has been on the rise
irrespective of tremendous growth of educational institution (Wilkins 2016). In addition, there is
cutthroat competition among different education institutions at Mauritius. The competition is
becoming aggressive by nature when it is found that students and parents are searching for
institutions outside own country. High quality of education and employability are two major

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
concern of responsible and well-known Universities that mainly aims at high rate of return and
divert the minds of the parents and students through attractive advertisements and word of mouth
communication. Hence, the success of the institutions is only possible by concentrating on short-
term plans (Warren and Burns 2017).
Aims and objectives of the study
Aim of the study
When it comes to building marketing strategies, it is important for the Universities to
answer several questions on: what to communicate, to whom, and how. Here, Universities are
able to deliver clear, consistent as well as authentic messages to their prospective students after
proper analysis and evaluation of their potential (Wallace and Dunn 2013).

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Objectives of the study
To explain strategies that are used to market Mauritius International Institution
To find out how important it is to recruit qualified teachers or faculty members for
marketing purpose
To highlight how important it is to develop international exposure to get access to more
students (Venkataraman and Kanwar 2015)
Research Question
1. What are the strategies used to market Mauritius International Institution that offer degree
courses to the students?
2. How far recruitment of internationally qualified teachers can give more admission to
Mauritius International Institution?
3. How far placement facilities attract students who are looking for admission in a
University?
Significance of the study
The significance of the research study is to understand how important it is to market any
new educational institution in any place (Venart and Reuter 2014). In this given study, main
emphasis has been given on implementing strategies to market Mauritius International
Institution in Mauritius that will be offering degree courses to the students. Education in its
broadest sense is any of the act or experience that has formative effect on the mind, character or
physical ability of particular individual. In addition, Education is the process where the society