Student Preferences for Institutions

This assignment analyzes the factors influencing students' choices when selecting educational institutions. It presents survey data regarding student demographics, income levels, and their perception of various institutional attributes such as faculty quality, international exposure, placement facilities, brand reputation, tuition costs, and location. The analysis uses regression modeling to assess the relative importance of these factors in students' decision-making process. Additionally, it includes graphs visualizing student responses to different survey questions.

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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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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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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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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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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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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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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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

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deliberately transmits its accumulated knowledge, skills as well as values from one generation to
other through the medium of institutions. With the increase in the level of competition, there are
large number of institutions that are set up in recent years to meet the needs and expectations of
present market trends (Urbanovič, Wilkins and Huisman 2016).

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Chapter 2
Literature Review
Educational institutions though are mostly commercial in nature (barring the non-
profitable institutions established solely for welfare maximization and equity in distribution of
merit goods like education), their nature, by the inherent nature of the service provided by the
industry, differs from those of the strictly commercial goods and services. As argued by Natale
and Doran (2012), in their working paper, in the operations of any educational institution, ethics
work as a predominant factor. Education and knowledge being merit goods, to which people are
automatically entitled, the authors put forward the problem of ethical dilemma, which the
education industry, all over the world face, when it comes to marketing and commercialization of
the services which they propose to provide (Urbanovič and Wilkins 2013).
However, with the passage of time and globalization in the international scenario and
with advent of competition and commercialization of almost all the sectors of an economy, the
educational institutions are also not left out as exceptions anymore. Bass (2012), discusses about
the course of development and transitions, which the educational institutions have undergone in a
global framework, overtime. According to the author, in the earlier times, the relation between
the providers and the receivers of the educational services were much more informal and merit-
based. The author rightly argues that earlier, the Universities, across the globe, only used to
recruit students based on their reputation as well as word of mouth communication. Competitions
were significantly low both in the sides of the students as well as the universities. In the previous

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generations, only a handful of students had the facility to avail or availed higher education, as
higher education, during those times, were more of a luxury than a necessity. The supply side
dynamics were also low, with very few providers in the education industry (Stimac and Simic
2012). Natalie and Doran (2012), also argue that higher education, was highly specific to the
developed and high developing countries, as not many of the remaining countries (most of them
being under-developed) had the facilities to provide this merit good to the citizens (Timol and
Kinser 2017).
Marketing strategies: Changes and Dynamics
The marketing strategies of the educational institutions (Those providing higher
education) were also not robustly designed and commercially crafted. The institutes, facing very
less competition, did not feel the need to design marketing strategies as such. Nowadays,
however, this notion needs to be changed. With the world moving at a significantly fast pace,
this concerned field, along with other fields, also has started facing significant competitions, with
more and more supply and demand side players coming in the international education industry
scenario. Therefore, to stay in the industry and to move on a path of sustainable prosperity, the
educational institutions too, like other commercial institutions, need to design their marketing
strategies, as only good will may not alone suffice for them, unlike the earlier times (Škrinjarić
2014). The arguments, as has been put forward by Škrinjarić (2014), has been robustly
augmented by Judson (2014), in his article, where he advocates the change which universities
need to implement in the recent times, including the remodeling of their marketing strategies and
techniques. These, according to the author, along with proper training and redesigning of their
faculty structure as well as improvisations and innovations in the education services they offer,

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may help to make the services they offer more attractive to the students, thereby increasing their
demand in the education industry (Thomson et al. 2014).
According to Wilkins and Huisman (2012), with more competitions and new entrants,
especially in the supply side of the education industry, it has become a matter of immense
significance for the educational institutions, especially those providing higher education and
degrees, to stay ahead of their competitors, to attract greater share of students, both domestic and
international, to themselves. The authors put forward several dimensions regarding this, which
may be considered by these educational institutions, to gain a competitive edge in the industry.
The dimensions, as argue by the article, if taken into consideration by the institutes, mat help
them to differentiate the services they provide, in the eyes of the demand side participants, which
primarily constitutes the students from all over the world (Teeroovengadum, Kamalanabhan and
Seebaluck 2016).
Dimensions of differentiations:
There are four key dimensions, according to Wilkins and Huisman (2012), which tend to
define as well as discern a university from others that are discussed below with proper
justification:
Selection- Firstly, the University should gather and attract students and faculties that will
help in strengthening as well as reinforcing the idea and purpose of school (Stevenson
2017). This indirectly implies that the selection procedure of the universities, for students
as well as for their faculties should be relevant to the goals and long term objectives of
these universities, thereby creating a distinction for their services, when compared to the

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services of the competitors. This may in its turn, help the universities to attract the right
population of students and teachers, which in its turn may prove to be beneficial for the
concerned university in the long run (Samuel and Mariaye 2014).
Knowledge- It includes both specific type of knowledge or discipline that is offered and
relative eminence or distinction to level of knowledge or discipline (Sambajee and
Dhomun 2015). By emphasizing on the specialization and genre of knowledge, that they
offer to provide, the university, again, can create a distinction for their services, thereby
standing out of competition from other players of the same industry, who try to venture in
different genre of knowledge (Ramma, Samy and Gopee 2015).
Certification- It is the ability to provide relevant as well as significant trainings and
certifications help in technical and problem-solving skills and offering degree programs
(Ota and Horiuchi 2016). As the author rightly argues, with increased competition among
students to get placed with good companies and to have a lucrative job, it is becoming
increasingly important for them to get the degrees of relevant skill augmenting education.
Therefore, the universities, whose degrees hold significance and weight age in the job
sector, appear to be more prospective to the students (Nuttall et al. 2014).
Immersion- It is the relative university experience where students and faculty members
feel a deeper connection to a school when they are fully immersed in its culture as well as
ideals. This dimension has a link to the previous mode of marketing in the educational
institutions. Durkin, McKenna and Cummins (2012), also shed light on this aspect of
marketing for the educational institutions. According to the authors, the education
industry still runs based on goodwill, at least to some extent. In this industry, the word of

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mouth and review of people who have already availed the services still holds significance
as life of a student depends on the selection of the university. The educational institutions
can also use this aspect of connection and good will in order to make their services
appear to be exclusive and different from the competitors, in the eyes of the potential
students (Maudarbux 2016).
Factors influencing choice of the students:
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. Wilkins, Balakrishnan and Huisman (2012), in their paper, conducted a detailed
research and review regarding the key factors, which determine which university will be chosen
by a particular student in order to pursue higher education. To explore this avenue, they used a
couple of models, of which the push pull model requires special mention as it is the most popular
model in terms of students’ selection of educational institutions (Langa 2017). The authors
zeroed down to several key factors in different aspects, which are as follows:
a) Reputation of the university- The overall goodwill of the university is a big factor acting as
a determinant in decision making of the student. This is especially true for the international
students as they have to trade off a lot to avail education from the concerned university (Kussaga
et al. 2014).
b) Services provided by the university- Each university specializes in some courses and also
runs several courses which are more common and easily available in nature. The nature, quality,
variety and future prospects of the courses offered by any university, have lot of implications on

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the crowd of students, the numbers and the quality of the students, who demand the facilities
provided by the universities (Kassean and Gungaphul 2015).
c) Cultural and economic links- Especially when it choice of the universities by the overseas
students, the relation and link, both economic as well as cultural, between the countries that
students are coming from and the host country, acts as a key determinant influencing their
decisions (Jarvis 2014).
d) Recommendation from the family of the student- Education is one such service, whose
demand is highly dependent not only the direct buyer (the students) but also on the perceptions
of several third party personnel (in most of the case these third party personnel comprises of
family members, mostly parents and guardians). Whether a student will choose a particular
university to pursue his or her higher education from that university depends hugely on the
perceptions of the parents and family members of that student, regarding the prospects and
quality of services of the university (Irani, Dwivedi and Williams 2014).
e) Future scopes of employability- While choosing an academic course and the university from
which this course can be availed, one of the most important factor which is usually taken into
account by the student as well as his family, is the scope and prospects of the course in future.
The term scope here refers to the employability capacity of the courses and therefore, the
placement statistics of a university and the efficiency of their placement cell form a highly
significant contributing factor in the decision making of any student. Wilkins, Balakrishnan and
Huisman (2012), augments this particular aspect, arguing that the employability aspect has
become more important to the students in the recent years, with the significant increase in the
global competition in the job sector. Education, unlike previous times, is mostly no longer sought

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for purely academic and knowledge acquiring purpose. The long-term goal, behind seeking
higher education and different degree courses is to get placed with a decent, high-salaried and
secure job (Ghauri 2015).
f) Location of the university- Wilkins and Huisman (2012), rightly puts forward the aspect of
the geographical location of a university and its implication on the decision making process of
the students. According to the authors, the location of a university is a crucial aspect as it
contributes to the feasibility and affordability factors of the concerned student who wants to seek
higher education from a university (Kotler et al. 2016). The geographical location also indirectly
portrays the overall environment, safety issues, quality of living and the visa processing aspects,
the latter one being of immense importance for the overseas students (Garcia et al. 2017).
g) Faculty members and their quality- One of the most important factors regarding this
context, as shown by Santamaría (2014), is the faculty of a university, their qualifications,
potentials and overall quality. A student can still compromise to some extent on the issues of
distance and affordability if he or she has confidence on the faculty members present with a
particular university. The future potential of a student, depends to the large extent on the
knowledge and skill-building, which the student undergoes in an educational course (especially
when it comes to higher education as these types of education tend to develop the skill sets of the
student, thereby making them fir for employments) (Eissa 2016). This skill building, in its turn,
is in the hands of the teachers in a particular university, as they are the ones who directly interact
with the students and teach them on a daily basis. Therefore, the quality of the faculty members
present in an educational institution and their overall efficiency contributes as a significant factor

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
in the decision making of a student, regarding the university he or she wants to attend ( Francis
and Lydia 2016).
The discussion above shows the significance of the need of a proper designing of
marketing strategies for the universities in the current world, taking into account the above
factors, which contribute to the decision making of the students. With time and increase in
competition among different universities, along with the easy mobility and migration of students
from all over the world, a university can benefit significantly if it designs its marketing strategies
including the decision-making factors as far as possible (Dusoye et al. 2016).
Marketing Strategies for the universities:
Crittenden and Crittenden (2015), in their prestigious paper, puts forward several key
points which can be included in the marketing strategies of any university, to increase the
potentiality of the marketing strategies and the long run prospects of the universities in the global
scenario? The most important ones are as follows:
a) Utilizing the long earned goodwill – The paper stresses on proper portrayal of the goodwill
and reputation that has been earned by the educational institution over the time. With
advertisement of their reputation and goodwill, the universities can attract a big cluster of
students, both from domestic as well as overseas locations (Doss et al. 2015).
b) Building a strong placement cell and advertising their achievements-With increase in the
global competition in the job sector, a strong and working placement cell in a university can be
of benefit for the students as well as the concerned university in the long run. If the universities
can place students in large numbers with standard companies and decent jobs and if they can

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advertise this properly, there can be an increase in the demand for availing the educational
services, which that particular university offers (Cloete et al. 2015).
c) Online marketing- Simonson, Smaldino and Zvacek (2014), puts forward the recent potential
alternative way of marketing that is online marketing and the prospect of this strategy in the field
of marketing of educational institutions. With the huge expansion of the usage of internet and
social media, marketing strategies designed to put forward the university and its credentials in
front of the students from all over the world, can prove to be easy as well as cost effective and
efficient. Designing of a proper and informative website for the purpose of displaying the
services and facilities offered by the university along with visual evidences and pictures of the
campus, along with the detailed description of the qualifications of the faculty members can
prove to be beneficial for the universities (Butler and Soontiens 2015).
Apart from the above-discussed strategies, there can be many other ways, in which, the
universities can design their marketing mechanisms to stay ahead of their competitors in a global
framework (Arkorful and Abaidoo 2015).
Higher education in Mauritius:
The Tertiary Education Commission of the country manages the higher education sector
in Mauritius, including the universities, colleges and technical institutions. Škrinjarić (2014),
puts forward the highly developed and competitive education market in the country, taking into
account the key players in the higher education market. In this framework and given the intensity
of competition among the universities to attract local as well as overseas students, as argued by
the authors, it has become immensely important for the universities in the country to take into
account the requirement of marketing their services in the global scene. A robust, efficient and

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dynamic marketing strategy framework, including the important determinants and influencing
factors, can prove to be highly beneficial for the universities in terms of commercial profitability
in the long run (Ahmed et al. 2014).

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Chapter 3
Research Methodology
Introduction
This chapter highlights about the different tools that the researcher uses in order to
complete the research study. The tool that is used in this study includes- research onion, research
paradigm, research design, research approach, sampling methods and technique and data
collection methodology. The researcher has collected primary data for analyzing the study
aligning with the topic on evaluation of the strategies used to market new educational institution
in Mauritius (Best and Kahn 2016). The genuineness of research result that the researcher
obtains in respect of this study is contingent on the accuracy of research methodology.
Research Onion
Research onion helps in developing the research methodology so that the procedures are
utilized in simple way. It also helps in demonstrating the procedure that the researcher must
adopt in order to develop the research strategy. In addition, it reflects on the six stratums relating
to research process that obliges with the time horizon and research philosophy of the particular
study (Ahmad and Buchanan 2016).

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Figure: Research Onion
(Source: Panneerselvam 2014)
Research Philosophy
Research philosophy facilitates in classifying the research principle by utilizing this
aspect of research. Research philosophy is generally categorized into four types namely –
positivism, Interpretivism, pragmatism and realism (Abou-El-Kheir and MacLeod 2017).
Positivism philosophy elucidates on the scientific collection of data as well as positive
facts that is accredited from senses also known as empirical evidence (Panneerselvam 2014).

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This paradigm highlights on the society that functions according to general laws. It considers all
the existing theories in order to conduct hypothesis testing during the process of research. In this
philosophy, the data obtained is construed by applying logic and other factors. Moreover, it holds
the reality where valid information is used for getting access to authenticate data (Wallace and
Dunn 2013).
Interpretivism philosophy refers to the social approach that mainly relies on social
science. This philosophy is used by utilizing qualitative research. In this type of research
paradigm, the researchers construe the constituent of the research and incorporate human interest
into the given research study (Mertens 2014).
Pragmatism philosophy aids the researcher in appraising the theories of the study in
relation to practical application.
Realism philosophy is based on the notion of liberty of reality from any human kind. In
addition, it also relies on the scientific approach to the facts of developmental activities.
In this study, the researcher implements positivism philosophy for evaluating the
strategies used for marketing new educational institution. Moreover, this philosophy is chosen as
it relates with the research topic that is associated with the education sector marketing challenges
in the present times (Stage and Manning 2015). Furthermore, it also aids the researcher in
meeting the goals of the study that includes recruitment of qualified teachers, international
exposure and implementation of marketing strategies for improving the quality in education
sector.

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Research Design
Adoption of research design facilitates in integrating various components of the study
rationally. Research design also aids the researcher in assessing the factors that is used in the
research problem. It has been opined by (Creswell 2013) that research design is categorized into
three types that includes explanatory, descriptive and exploratory.
Explanatory research design is an effort to unite with the notion of understanding the
relationship between the cause and effect. This research design correlates with the things that
comes collectively and interacts at a certain time (Ramseook-Munhurrun and Nundlall 2013).
Exploratory research design helps the researcher in investigating the circumstances for
meeting the objectives of this research study. It engages various techniques namely interviews,
experiments as well as trial studies in order to obtain proper information linked with this study. It
also helps the researcher in assessing the problem in specific manner (Hussein 2015).
Descriptive research design explains the participant’s behavior in accurate way. The
researcher attempts in exploring and explaining extra information at specific time about the
research topic.
There are various limitations of research design that involves- lack of data reliability and
small sample size restrict the researcher in attaining accurate outcome.
In accordance with this research topic, the researcher has adopted descriptive research
design for evaluating the strategies in detail that is mainly used for advertising new educational
institutions. It also helps in drawing conclusions by conducting thematic analysis.

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Research Approach
There are two types of research approach namely – inductive as well as deductive.
Inductive approach starts with explicit observations and theories in order to develop the common
principles about the particular research study. This approach basically devise with tentative
hypothesis in order to innovate new theories. This approach deals with the qualitative data.
Deductive approach refers to one of the research approaches that apprehend with the
existing theory and designs the strategy in order to test the validity of the hypothesis. This
approach also helps in revealing the reasoning fact from specific study to general. It is also test
whether the relationship is attained on generic circumstances. Moreover, the hypothesis is being
formulated from the relation between two particular variables. In addition, the researcher then
inspects the outcome of this hypothesis test and accordingly accepts or rejects it. In this method,
the hypothesis is being tested in relation with secondary data. This approach is mainly concerned
with quantitative data (Davies and Hughes 2014).
In this study, the researcher has adopted deductive approach for formulating hypothesis at
the beginning of this research. This approach also benefits the researcher as the availability of
time is short and less risk is associated with it. It has been further noted that relevant methods has
been selected and applied for hypothesis testing that proves with either rejection or acceptance.
Sampling Technique
The sampling procedure is vital to the researcher for carrying out selection of suitable
pool of primary data that aids the researcher in bringing froth unsurpassed result according to the
objectives of the research topic. There are two main types of sampling technique such as-

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probability and non –probability sampling. Probability sampling includes random sampling,
cluster sampling, stratified sampling and systematic sampling (Palinkas et al. 2015).On the other
hand, non-probability sampling includes quota, purposive and convenience sampling technique.
The sampling method that has been used in this research study is simple random sampling or
probability sampling for collecting precise information from the respondents from the huge
population. The researcher has used this sampling technique as it helped in giving a structured
framework so that target group including parents and students have been chosen for attaining
appropriate responses that facilitates the researcher in completing the study (Lerche 2012).
However, the researcher has prepared survey questionnaire based on this research objective.
Sample Size
Sample size refers to the selection of respondents from the target group and is considered
as vital attribute in the study. Different methods that the researcher utilizes for selecting the
sample size involves- target variance, level of confidence. According to this research study, a
sample size of 100 parents and 100 students were taken from the target audience. The total
number of students chosen in the sample size was aged between 20 to 30 years.
Data collection method
The researcher obtains basic information for revealing the authenticity of the study that
relies on accuracy of the data. There are two methods of data collection such as- primary and
secondary. Primary data is gathered from the surveys while the secondary data is collected from
the journals, websites and newspapers. In this particular research, the researcher has applied
primary data collection methods for assessing the strategies that is used to market new

26
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
educational institution that offers degree courses in Mauritius. Primary data has been categorized
into two sections namely- quantitative and qualitative. Quantitative data refers to the data that are
analyzed by using statistical tools and inferences (Anderson et al. 2012). On the other hand,
qualitative data refers to the data that are organized based on its characteristics.
However, in this study the researcher has used quantitative data by preparing close ended
survey questionnaire forms for the students as well as parents for attaining accurate outcome of
the research. Moreover, the researcher did not conduct secondary data method for gathering
information about the research study as the data collected are sometimes imprecise.
Ethical Considerations
Every researcher must maintain ethics while conducting this research study. Moral issues
should be taken into consideration while assessing and devising the plan into the study. In this
study, the researcher has maintained confidentiality of the data in order to conceal the names of
the parents as well as students participated in filling the survey questionnaire forms. In addition,
the researcher has taken the consent of the parents and students about the appraisal of this
research project. The researcher also avoided the risk of unauthentic data being used in the study
and hence conducted primary data methods so that the outcome of the research comes out to be
accurate. In addition, the researcher has prepared the questionnaire keeping in mind that the
emotions of the parents as well as students are not harmed during the research procedure. As the
entire research was based on the primary data methods, the researcher considered voluntary
participation of parents and students in the survey.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Chapter 4
Findings
Questions asked to students
Section 1
Demographic profile
1. What is your gender?
Graph: Response regarding gender of student

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
On asking question to the student about their gender, 45% of students were male and 55%
of students were female. Hence, it is understood respondents are mostly female who showed
interest in answering the question about educational institution and reveal their preference of
interest.
2. Preference for schooling by students
Graph: Response regarding preference of schooling of student
On asking question to the student about where they prefer their schooling to be whether it
is international or national. Around 39% of students respond that they prefer their schooling

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
outside Mauritius and 61% of students respond that they want to stay at Mauritius and continue
their schooling afterwards. By this response, it is understood that students are showing interest in
studying internationally as there is lack of educational institution in Mauritius. If Mauritius also
opens up new education institution that best serve the need and expectations of students, then
they will stay at Mauritius and continue their studies without going anywhere else for study
purpose.
3. Income of parents
Graph: Response regarding income of parent

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
On asking question to the student about their income of parents, 47% responded that their
parent earn between the range 50,000 MUR to 65,000 MUR. Moreover, 17% of students
responded that their parent earn less than 50,000 MUR. After that, 25% of student responded that
their parent earn between the range of 65,000 MUR to 85,000 MUR. In addition, 11% of
students responded that their parent earn more than 85,000 MUR.
Section 2
1. How important is the presence of internationally qualified faculty members?
How important is the presence of internationally qualified faculty members?
Frequency Percent
Valid
Very Important 36 36.0
Important 47 47.0
Slightly Important 17 17.0
Total 100 100.0
On asking question to the student about their thought process regarding presence of
internationally qualified faculty members, 47% of student responded that it is an important for a
university to have internationally qualified faculty members. In addition, 36% of student
responded that it is very important for a university to have internationally qualified faculty
members. Furthermore, 17% of students responded that it is slightly important for any university
to have internationally qualified faculty members.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Table: Response of student regarding presence of internationally qualified faculty
members
2. How important are placement facilities for the institution?
How important are placement facilities for the institution?
Frequency Percent
Valid
Very Important 33 33.0
Important 41 41.0
Slightly Important 20 20.0
Do Not know 6 6.0
Total 100 100.0
The above table shows the response of student about placement facilities that is needed
for any institution to offer to their students. Here, 41% of students responded that it is important
for educational institution to have access to better placement facilities. In addition, 33% of

32
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
students responded that it is very important for educational institution to have access to better
placement facilities. Furthermore, 20% of students responded that it is slightly important for
educational institution to have access to better placement facilities.
Table: Response of student regarding placement facilities for the institution
3. What is the importance of international exposure to the students?
What is the importance of international exposure to the students?
Frequency Percent
Valid
Very Important 26 26.0
Important 36 36.0
Slightly Important 23 23.0
Do Not know 9 9.0
Unimportant 6 6.0
Total 100 100.0

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
The above table shows response of students regarding importance of international
exposure to students while studying in a university. Here, 36% of students responded that it is
important to have international exposure to students. Furthermore, 26% of students responded
that it is very important to have international exposure to students. In addition, 23% of students
responded that it is slightly important to have international exposure to students.
Table: Response of student regarding importance of international exposure to the students

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
4. How important is the location of the institution?
How important is the location of the institution?
Frequency Percent
Valid
Very Important 12 12.0
Important 25 25.0
Slightly Important 29 29.0
Do Not know 24 24.0
Unimportant 10 10.0
Total 100 100.0
The above table shows response from student on matters relating to location of the
institution. On asking this question, 29% of student responded that it is slightly important factor
to have proper location of the institution. In addition, 25% of student responded that it is
important factor to have proper location of the institution. Furthermore, 24% of student
responded they have no idea about the location of the institution.

35
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of student regarding location of the institution
5. How important is the brand name of the institution?
How important is the brand name of the institution?
Frequency Percent
Valid
Very Important 10 10.0
Important 31 31.0
Slightly Important 35 35.0
Do Not know 18 18.0
Unimportant 6 6.0
Total 100 100.0
The above table shows the responses of the students regarding brand name of the
institution. On asking the question, 35% of student responded that it is slightly important to look
at factors such as brand name of the institution. In addition, 31% of student responded that it is

36
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
important to look at factors such as brand name of the institution. Furthermore, 18% of student
responded that they do not have any idea about whether to look at brand name of institution or
not.
Graph: Response of student regarding brand name of the institution
6. How important is the cost of tuition for selecting the institution?
How important is the cost of tuition for selecting the institution?
Frequency Percent
Valid
Very Important 15 15.0
Important 22 22.0
Slightly Important 38 38.0
Do Not know 14 14.0
Unimportant 11 11.0
Total 100 100.0

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
The above table shows response of students on whether cost of tuition fee can be
important factor at the time of selecting institution. On asking the question, 38% of student
responded that it is slightly important to look at factors such as cost of tuition fee at the time of
selecting university. In addition, 22% of student responded that it is important to look at factors
such as cost of tuition fee at the time of selecting university. Furthermore, 15% of student
responded that it is very important to look at factors such as cost of tuition fee at the time of
selecting university
Graph: Response of student regarding cost of tuition fee for selecting the institution

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
7. How important is the variety of course offering in selecting the institution?
How important is the variety of course offering in selecting the institution?
Frequency Percent
Valid
Very Important 18 18.0
Important 27 27.0
Slightly Important 23 23.0
Do Not know 24 24.0
Unimportant 8 8.0
Total 100 100.0
The above table shows response of students regarding variety of course offered to them at
the time of selecting university. On asking the question, 23% of student responded that it is
slightly important to look at factors such as variety of courses offered by university. In addition,
27% of student responded that it is important to look at factors such as variety of courses offered
by university. Furthermore, 24% of student responded that they do not have an idea on whether
variety of course offered by university will be beneficial or not.

39
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of student regarding variety of course offered by the institution

40
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .880a .774 .757 .38048
a. Predictors: (Constant), How important is the variety of course offering in selecting the
institution?, How important is the presence of internationally qualified faculty members? , What
is the importance of international exposure to the students? , How important is the brand name
of the institution?, How important are placement facilities for the institution?, How important is
the cost of tuition for selecting the institution? , How important is the location of the institution?
The model summary indicates that 77.4 % of business can be predicted through the
variables reflecting a new educational institution. In addition, the coefficients of the variables are
statistically significant at 0.05 level of significance. This indicates that from student’s point of
view, a new business institution which fulfills the aspirations of the parents is viable. The
aspirations of the parents are the independent variables such (recognized faculty members,
international exposure, tuition fees cost, location and placement facilities).

41
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.099 .173 -.570 .570
How important is the
presence of
internationally qualified
faculty members?
.076 .059 .070 1.299 .197
How important are
placement facilities for
the institution?
.218 .048 .249 4.517 .000
What is the importance
of international
exposure to the
students?
.205 .037 .302 5.498 .000
How important is the
location of the
institution?
.141 .039 .215 3.577 .001
How important is the
brand name of the
institution?
.123 .043 .167 2.873 .005
How important is the
cost of tuition for
selecting the
institution?
.166 .038 .254 4.375 .000
How important is the
variety of course
offering in selecting the
institution?
.126 .038 .202 3.355 .001
a. Dependent Variable: Business

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Questions asked to parents
Section 1
1. How important is the presence of internationally qualified faculty members?
How important is the presence of internationally qualified faculty members?
Frequency Percent
Valid
Very Important 40 40.0
Important 35 35.0
Slightly Important 16 16.0
Do Not know 5 5.0
Unimportant 4 4.0
Total 100 100.0
On asking question to the parent about their thought process regarding presence of
internationally qualified faculty members, 40% of parents responded that it is very important for
a university to have internationally qualified faculty members. In addition, 35% of parent
responded that it is important for a university to have internationally qualified faculty members.
Furthermore, 16% of parents responded that it is slightly important for any university to have
internationally qualified faculty members.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding presence of internationally qualified faculty
members
2. How important are placement facilities for the institution?
How important are placement facilities for the institution?
Frequency Percent
Valid
Very Important 23 23.0
Important 46 46.0
Slightly Important 20 20.0
Do Not know 7 7.0
Unimportant 4 4.0
Total 100 100.0

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
The above table shows the response of parent about placement facilities that is needed for
any institution to offer to their students. Here, 46% of parent responded that it is important for
educational institution to have access to better placement facilities. In addition, 23% of parent
responded that it is very important for educational institution to have access to better placement
facilities. Furthermore, 20% of parent responded that it is slightly important for educational
institution to have access to better placement facilities.
Graph: Response of parent regarding placement facilities for the institution

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
3. What is the importance of international exposure to the students?
What is the importance of international exposure to the students?
Frequency Percent
Valid
Very Important 32 32.0
Important 27 27.0
Slightly Important 26 26.0
Do Not know 9 9.0
Unimportant 6 6.0
Total 100 100.0
The above table shows response of parent regarding importance of international exposure
to students while studying in a university. Here, 26% of parent responded that it is slightly
important to have international exposure to students. Furthermore, 27% of parent responded that
it is important to have international exposure to students. In addition, 32% of parent responded
that it is very important to have international exposure to students.

46
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding importance of international exposure to the students
4. How important is the location of the institution?
How important is the location of the institution?
Frequency Percent
Valid
Very Important 22 22.0
Important 19 19.0
Slightly Important 35 35.0
Do Not know 18 18.0
Unimportant 6 6.0
Total 100 100.0
The above table shows response from parent on matters relating to location of the institution.
On asking this question, 35% of parent responded that it is slightly important factor to have
proper location of the institution. In addition, 22% of parent responded that it is very important

47
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
factor to have proper location of the institution. Furthermore, 19% of parent responded that it is
important factor to have proper location of the institution.
Graph: Response of parent regarding location of the institution
5. How important is the brand name of the institution?
How important is the brand name of the institution?
Frequency Percent
Valid
Very Important 17 17.0
Important 19 19.0
Slightly Important 34 34.0
Do Not know 24 24.0
Unimportant 6 6.0
Total 100 100.0

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
The above table shows the responses of the parent regarding brand name of the
institution. On asking the question, 34% of parent responded that it is slightly important to look
at factors such as brand name of the institution. In addition, 19% of parent responded that it is
important to look at factors such as brand name of the institution. Furthermore, 24% of parent
responded that they do not have any idea about whether to look at brand name of institution or
not.
Graph: Response of parent regarding brand name of the institution

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
6. How important is the cost of tuition fee for selecting the institution?
How important is the cost of tuition for selecting the institution?
Frequency Percent
Valid
Very Important 24 24.0
Important 31 31.0
Slightly Important 32 32.0
Do Not know 8 8.0
Unimportant 5 5.0
Total 100 100.0
The above table shows response of parent on whether cost of tuition fee can be important
factor at the time of selecting institution. On asking the question, 32% of parent responded that it
is slightly important to look at factors such as cost of tuition fee at the time of selecting
university. In addition, 31% of parent responded that it is important to look at factors such as
cost of tuition fee at the time of selecting university. Furthermore, 24% of parent responded that
it is very important to look at factors such as cost of tuition fee at the time of selecting university.

50
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding cost of tuition fee for selecting the institution
7. How important is the variety of course offering in selecting the institution?
How important is the variety of course offering in selecting the institution?
Frequency Percent
Valid
Very Important 29 29.0
Important 29 29.0
Slightly Important 19 19.0
Do Not know 12 12.0
Unimportant 11 11.0
Total 100 100.0
The above table shows response of parents regarding variety of course offered to them at
the time of selecting university. On asking the question, 19% of parent responded that it is
slightly important to look at factors such as variety of courses offered by university. In addition,
29% of parent responded that it is very important to look at factors such as variety of courses

51
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
offered by university. Furthermore, 29% of parent responded that it is important to look at
factors such as variety of courses offered by university.
Graph: Response of parent regarding variety of course offered by the institution

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .908a .825 .812 .36820
a. Predictors: (Constant), How important is the variety of course offering in selecting the
institution?, How important is the presence of internationally qualified faculty members? , What
is the importance of international exposure to the students? , How important is the brand name
of the institution?, How important is the cost of tuition for selecting the institution? , How
important is the location of the institution? How important are placement facilities for the
institution?
The model summary indicates that 82.5% of business can be predicted through the
variables reflecting a new educational institution. In addition, the coefficients of the variables are
statistically significant at 0.05 level of significance. This indicates that from parent’s point of
view, a new business institution which fulfills the aspirations of the parents is viable. The
aspirations of the parents are the independent variables such (recognized faculty members,
international exposure, tuition fees cost, location and placement facilities).

53
THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.052 .126 -.415 .679
How important is the
presence of
internationally qualified
faculty members?
.126 .046 .158 2.734 .008
How important are
placement facilities for
the institution?
.137 .052 .163 2.635 .010
What is the importance
of international
exposure to the
students?
.194 .041 .270 4.779 .000
How important is the
location of the
institution?
.177 .043 .246 4.135 .000
How important is the
brand name of the
institution?
.089 .044 .121 2.032 .045
How important is the
cost of tuition for
selecting the
institution?
.221 .045 .284 4.941 .000
How important is the
variety of course
offering in selecting the
institution?
.069 .032 .107 2.121 .037
a. Dependent Variable: Business

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Chapter 5
Discussion
After asking questions to 100 students and 100 parents, it is now understood that there is
a need to market Mauritius International Institution as it is newly opened and offer degree
courses to the students. In order to meet the needs and expectations of students and parents,
Mauritius International Institution had been opened that will surely give admission to the
students who are well-deserving. Most of the students showed interest in studying outside
Mauritius; this means that there is less number of institutions that are offering degree courses to
the students. With the increased competition in education sector, it is thereby important to market
Mauritius International Institution to meet the needs and expectations of the students.
Feasibility study of Mauritius International Institution
As budgets have become increasingly strained with every passing year, it is noted that
higher education institutions are turning to become market research firms that help in
investigating the viability of their current as well as potential academic programs. Mauritius
International Institution requires feasibility research as part of the program approval process as
well as for a good reason. At Mauritius International Institution, there will be regular conduct of
these studies that itself concerns with several other factors that need to be taken into account at
the time of implementing program feasibility research.
 Firstly, it is important to invest money in feasibility research rather than market research
investment. In this case, questions had been asked from students and parents who are

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
directly linked to education institution. Parents play an important role as they also help
their children to select any particular University. After asking question to the parents, it is
found that they strongly feels that placement, experienced staff faculty, location of
institution and international exposure are important factor that they always consider while
they evaluate about any college. Hence, marketing a new University need to take into
account all these factors and then plan for University that can meet the demand of parents
and students in that particular area or locality.
 It is needed to conduct a competitive analysis about any of the local competition that will
be faced by Mauritius International Institution. This newly opened institute will face
intense competition from the other well-known University such as University of
Mauritius and Amity Global Business School, Mauritius.
 In addition, it is important to investigate the labor market demand through occupational
supply as well as demand research. To that, the market research firm will be determining
the current as well as projected demand of professions where the graduates would qualify
and get best job after completing the study from the University. The data collected from
the research will bolster the credibility of the programs with the internal stakeholders and
provide valuable marketing material for the prospective students.
 From the model summary, it can be said that the business is feasible from student’s and
parent’s point of view. The business would be feasible provided the new educational
institution would be able to provide recognized faculty members, international exposure,
location and placement facilities.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
On analysis, it is clearly understood that there is need to market any new educational
institution. There are several criteria that students and parents both look at the time of selecting
any particular University. The criteria of selection include reputation of the institute, number of
applicants keen to enroll in the particular course, past success rate of placement, faculty
expertise, width of specialization offered as well as tuition fees and infrastructural facilities.
These factors are very important to consider at the time of marketing Mauritius International
Institution.
Vision statement of Mauritius International Institution
 Short-term plan (within a time span of 1- to 2 years)- Mauritius International
Institution will be offering new programs for short duration and long duration of time
frame. Marketing strategies will be employed to increase the number of students at
Mauritius International Institution who shows willingness to join the University for
Career Development and international exposure. Marketing strategies will be adopted to
enhance the infrastructure and reduce the cost so that more admission is taken by
Mauritius International Institution. Short-term vision of Mauritius International
Institution will be to motivate the faculty as well as reduce or eliminate attrition. It is
because the survey results states that both parents and students believes that an institution
should have best and experienced faculty members who can teach them and guide them
to reach success in the near future.
 Long-term plan (within a time span of 5 to 10 years)- Mauritius International
Institution will be offering programmes that are unique and popular such as programmes

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
that are not offered by any of their competitors. Mauritius International Institution should
make strategy to attract the best talent as well as maintain world-class infrastructure.
Mauritius International Institution will be investing more money for research purpose as
it is important for getting access to information on matters relating to current trends,
student preferences and much more vital aspect. Mauritius International Institution will
be marketing the institution in a way so that it can attain profitability deployed funds in
judicious way.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Chapter 6
Conclusion
At the end of the study, it is concluded that Mauritius International Institution is a newly
opened University that will be based in Mauritius to meet the needs and expectations of students
and parents. Each institution is unique and faces challenges at the time of market entry to this
education sector as there is intense competition among the rivalry firms.
It is recommended that Mauritius International Institution should implement as well as
develop holistic internationalization strategies in their education policies as it is one of the
integral parts of the entire mission and functions as a whole. Other indispensable components
that will be a part of Mauritius International Institution are increased mobility of staff members
and students, international experienced faculty, transnational delivery of courses as well as
international alliances. Therefore, modernization of high education can be termed as fine
resource that can be given by teaching more number of students and placing them in
Multinationals. Marketing plans for Mauritius International Institution will help in creating an
opportunity to increase breadth as well as depth of education programs. Excellence at Mauritius
International Institution can only be attained by looking into several factors such as recruitment
of talent staff members, focus on quality, financial strength as well as political and business
connections.

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THE EVALUATION OF THE STRATEGIES USED TO MARKET MAURITIUS
INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
In this study, well-known educational marketing strategy is the need of the hour as it
ensures high success level as well as survival in the competitive marketplace. There is some of
the important aspect that needs to be taken into consideration such as Approachable, Applicable,
Adaptable and Appraisable. These 4 A’s should be main concern for Mauritius International
Institution at the time of marketing their educational institution as it ensure high level of success
in the education sector. Right communication strategy at the right time will lead to easy
approachability. In addition, introducing relevant as well as fresh curricula will guarantee
employability of a student who will be a part of Mauritius International Institution. Any
education system that is introduced or marketed need to be adaptable, otherwise there is total
dilution as well as collapse in the overall plan of Mauritius International Institution. It is
important to identify several strategies that need to be applied for marketing Mauritius
International Institution in order to ensure their success as well as survival in the competitive
marketplace.
The research study concludes by stating the fact that there is a need for new educational
institution that should open in Mauritius as per the results extracted through use of tools and
techniques. From the results, it is understood that both parents and students feel that they need
new educational institution where they live (Mauritius) so that they do not go or visit any other
place for getting their education. The independent variables of the present study are well-known
faculty members, international exposure, location and placement facilities and both student and
parents need these facilities in new educational institution. After conducting research study, it
can be concluded that Mauritius International Institution will be opened in Mauritius that fulfill
the aspirations of both parents and students.

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
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Appendix
Questionnaire
To students
Section 1
Demographic Profile
1. Gender
Male
Female
2. Schooling
International
National
3. Income of parents
Less than 50000 MUR
50000 MUR-65000 MUR
65000MUR- 85000 MUR
More than 85000 MUR

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Section 2
1. How important is the presence of internationally qualified faculty members?
Very important
Important
Slightly Important
Do not know
Unimportant
2. How important are placement facilities for the institution?
Very important
Important
Slightly Important
Do not know
Unimportant
3. What is the importance of international exposure to the students?
Very important
Important
Slightly Important
Do not know
Unimportant
4. How important is the location of the institution?
Very important
Important

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Slightly Important
Do not know
Unimportant
5. How important is the brand name of the institution
Very important
Important
Slightly Important
Do not know
Unimportant
6. How important is the cost of tuition for selecting the institution
Very important
Important
Slightly Important
Do not know
Unimportant
7. How important is the variety of course offering in selecting the institution
Very important
Important
Slightly Important
Do not know
Unimportant

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
To parents
Section 1
1. How important is the presence of internationally qualified faculty members?
Very important
Important
Slightly Important
Do not know
Unimportant
2. How important are placement facilities for the institution?
Very important
Important
Slightly Important
Do not know
Unimportant
3. What is the importance of international exposure to the students?
Very important
Important
Slightly Important
Do not know
Unimportant
4. How important is the location of the institution?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Very important
Important
Slightly Important
Do not know
Unimportant
5. How important is the brand name of the institution
Very important
Important
Slightly Important
Do not know
Unimportant
6. How important is the cost of tuition for selecting the institution
Very important
Important
Slightly Important
Do not know
Unimportant
7. How important is the variety of course offering in selecting the institution
Very important
Important
Slightly Important
Do not know

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Unimportant

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Questions asked to parents
Section 1
1. How important is the presence of internationally qualified faculty members?
Graph: Response of parent regarding presence of internationally qualified faculty
members
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
2. How important are placement facilities for the institution?
Graph: Response of parent regarding placement facilities for the institution
(Source: Created using GoogleForms)
3. What is the importance of international exposure to the students?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding importance of international exposure to the students
(Source: Created using GoogleForms)
4. How important is the location of the institution?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding location of the institution
(Source: Created using GoogleForms)
5. How important is the brand name of the institution?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding brand name of the institution
(Source: Created using GoogleForms)
6. How important is the cost of tuition fee for selecting the institution?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of parent regarding cost of tuition fee for selecting the institution
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
7. How important is the variety of course offering in selecting the institution?
Graph: Response of parent regarding variety of course offered by the institution
(Source: Created using GoogleForms)
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .908a .825 .812 .36820

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
a. Predictors: (Constant), How important is the variety of course offering in selecting the
institution?, How important is the presence of internationally qualified faculty members? , What
is the importance of international exposure to the students? , How important is the brand name
of the institution?, How important is the cost of tuition for selecting the institution? , How
important is the location of the institution? How important are placement facilities for the
institution?
Questions asked to students
Section 1
Demographic profile
4. What is your gender?

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Graph: Response regarding gender of student
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
5. Preference for schooling by students
Graph: Response regarding preference of schooling of student
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
6. Income of parents
Graph: Response regarding income of parent
(Source: Created using GoogleForms)

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Section 2
8. How important is the presence of internationally qualified faculty members?
Graph: Response of student regarding presence of internationally qualified faculty
members
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
9. How important are placement facilities for the institution?
Graph: Response of student regarding placement facilities for the institution
(Source: Created using GoogleForms)
10. What is the importance of international exposure to the students?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of student regarding importance of international exposure to the students
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
11. How important is the location of the institution?
Graph: Response of student regarding location of the institution
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
12. How important is the brand name of the institution?
Graph: Response of student regarding brand name of the institution
(Source: Created using GoogleForms)

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
13. How important is the cost of tuition for selecting the institution?
Graph: Response of student regarding cost of tuition fee for selecting the institution
(Source: Created using GoogleForms)
14. How important is the variety of course offering in selecting the institution?

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INTERNATIONAL INSTITUTION (OFFERING DEGREE COURSES)
Graph: Response of student regarding variety of course offered by the institution
(Source: Created using GoogleForms)
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .880a .774 .757 .38048
a. Predictors: (Constant), How important is the variety of course offering in selecting the
institution?, How important is the presence of internationally qualified faculty members? , What
is the importance of international exposure to the students? , How important is the brand name
of the institution?, How important are placement facilities for the institution?, How important is
the cost of tuition for selecting the institution? , How important is the location of the institution?