The document provides an overview of India's large higher education system, which includes 795 universities and over 42,388 colleges. It notes that the education sector in India is large and growing, valued at over $91 billion currently and expected to reach $101 billion. Key fields of study that could attract foreign students or partnerships include engineering, business, computer science, sciences, and healthcare. The structure of India's education system is outlined, including pre-school, primary, higher secondary, and higher education segments in both public and private sectors.

1. Marketing Service
Educational Service Sector
By –
Dheeraj

2. Introduction:
• India has one of the largest systems of higher education in the world, next only to China and the
United States.
• Per the University Grants Commission (UGC) statistics of 2017, there are 795 universities in the
country, including 360 state universities, 123 deemed universities, 47 central universities, 262 private
universities; and 91 institutes of national importance, such as Indian Institute of Technology (IIT),
National Institute of Technology (NIT), Indian Institutes of Science Education and Research (IISER)
etc.
• In addition, there are private and accredited universities, institutions created by an act of Parliament,
independent institutes and over 42,388 colleges. Together they offer a wide range of degree and
diploma programs.
• Moreover, the aim of the government to raise its current gross enrolment ratio to 30 per cent by 2020
will also boost the growth of the distance education in India.

3. • Higher education in India is regulated by the University Grants Commission (UGC) except for
technical institutes which are governed by the All India Council of Technical Education (AICTE) and
other councils established under applicable statutes for the regulation of education in specific fields.
• Some of the councils and the specific fields that they govern include the
1. Council of Architecture
2. Pharmacy Council of India,
3. Indian Nursing Council,
4. Medical Council of India,
5. Distance Education Council.
• Higher education institutions operating in India for at least ten years, and satisfying certain criteria,
can be conferred with a special status of ‘deemed universities’ (DUs) enabling them to grant degrees.
UGC and AICTE are the nodal bodies regulating the entry and operation of foreign universities and
institutions in India.

4. Education Market Size:
• The education sector in India is poised to witness major growth in the years to come as India will have
world’s largest tertiary-age population and second largest graduate talent pipeline globally by the end
of 2020.
• The education sector in India is estimated at US$ 91.7 billion in FY18 and is expected to reach US$
101.1 billion in FY19E.
• Higher education system in India has undergone rapid expansion. Currently, India’s higher education
system is the largest in the world enrolling over 70 million students while in less than two decades,
India has managed to create additional capacity for over 40 million students. By 2025, the segment is
expected to reach US$ 35.03 billion.
• The country has become the second largest market for e-learning after the US. The sector is expected
to reach US$ 1.96 billion by 2021 with around 9.5 million users.

5. Ministry of Human Resource Development :
Central:
Prakash Javadekar
B.Com. (Hon.) at University of Pune
State:
Ganta Srinivasa Rao
B.Com at Andhra University

6. • School Education
Samagra Shiksha
Mid Day Meal
Schemes for Infrastucture Development of Private Aided/Unaided Minority Institutes (IDMI)
Strengthening for providing quality Education in Madrassas ( SPQEM)
• Adult Education
Saakshar Bharat
State Resource Center (SRCs)
Jan Shikshan Sansthans(JSSs)
Assistance to Voluntary Agencies
Government Schemes for Promoting Education:

7. Potential fields of study to attract Indian students or partner with an Indian school
include:
•Engineering and Applied Sciences
•Business and Management
•Computer Science and IT
•Social Sciences
•Physical and Life Sciences
•Humanities
•Medicine and Healthcare
•Art and Design Studies
•Music, Film Making and Dance

8. Structure of the Indian Education System:
The education sector in India comprises pre-school, primary and higher secondary education. This is then followed
by the higher education segment, which includes professional and technical education. In addition, the segment also
comprises vocational training, coaching classes, distance education through e-learning platforms and the like. The
Indian Education Sector can be broadly classified into two categories, public sector and private sector.

11. Theoretical Concepts

12. PRODUCTS
In case of educational services, the product means the students and the services means the intangible
offers made by the educational institutions.
PRICE
The price is the amount a student pays for the services availed by him or her. It is determined by a
number of factors including competition, service quality, placement, reputation of the institution,
private or public ownership, infrastructure, facilities provided, location of the institute, mode of
education, brand name of the educational institution etc.
PLACE
Place represents the location where an educational institute is established. It is often referred to as the
service center. If the institute is located at a Metro city, it will provide much more competitive edge,
than if it is located in rural place.

13. PROMOTION
Educational institute emphasizes mainly on two components of promotion viz. advertising and web-
based marketing, rather than all. As far as promotion tool is concerned, positive word-of-mouth
communication has been found the best tool for them.
PEOPLE
Here, the people mean teaching fraternity and non-teaching community directly and indirectly
associated with the services rendered to the students. Satisfaction and retention of the students solely
depends on the way the teachers are in a position to deliver their best services to them.
PROCESS
The procedures, mechanisms and flow of activities which lead to an exchange of value are called the
process. The way service providers render services to the students, plays a pivotal role in gaining the
competitive advantages. If the service process is hassle free, simple, understandable, student friendly
and technology based, it will definitely make the institution with difference.

14. PHYSICAL EVIDENCE
It is the direct sensory experience of a service that allows a student to measure whether he or she has
received adequate facilities by the educational institution.It might include state-of-art technology,
building, total ambience, parking facility, play ground, gymnasium, swimming pool, indoor stadium,
transportation facility, hostel, AC class room facility, computer laboratory, canteen, library, number of
books and journals, different modern teaching aid etc.

15. GAP IN EDUCATION INDUSTRY
Gap 1: Educational institutions do not know the expectations of the students.
Gap 2: Institutions are not having the desired service designs and standards to meet the
requirements of the students.
Gap 3: Educational institutions are not delivering service standards as required to deliver.
Gap 4: They are not matching performance they are supposed to show and promises
communicated to the students.
Gap 5: There are lot of differences between expectations of the students and their perceptions,
which is known as Customer Gap.

16. Marketing Strategies Used

17. Thank You