Market Orientation and Marketing Effectiveness in Business Schools of Hyderabad and Rangareddy Districts of Telangana State

Abstract

After going through a growth phase for over 10 years, in the last five years, Business Education in India has been seeing a steady drop, both in terms of number of B Schools but also in terms of student enrollments. While this is generally ascribed to the slow-down of the Indian Economy, lack of Marketing Orientation of the B Schools could be another reason. newlineThe present study intends to examine this issue in the context of B-schools faculty on one hand, who are important front-line people in B-school, and also students, on the other hand, as they are co-creators of services and also primary customers who receive the services. Therefore, there is a need to understand such marketing efforts, particularly the market orientation of the faculty members and students views on B-Schools marketing orientation and also the marketing effectiveness as perceived by both of them in their institution as stakeholders newlineThis thesis is presented in eight chapters. Chapter one explains the current scenario of Business Schools in India and challenges faced by the B-schools in the current environmental context. The chapter elaborates the background and need for the study. The two major variables, namely market orientation and marketing effectiveness were also introduced in the chapter and explains the scope of the study. newlineMarket Orientation is a company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Measuring market orientation and marketing effectiveness in a B-School is a complicated process as there are multiple stakeholders with different expectations. In B-School, the major concern is to define who is the customer? In this regard, many stakeholders of interest in B-Schools were identified and presented in the chapter. newlineMarketing effectiveness can be viewed as a tool to evaluate marketing activities and to increase marketing awareness and comprehension which leads to practice improvement.