IIMS Journal of Management Science
Search
Kishore Thomas John1
, Rejikumar Gopalakrishnan2 and Ajith Kumar Kamala Raghavan3,4
1Department of Management Studies (DoMS), Indian Institute of Technology (IIT)-Madras, Chennai, Tamil Nadu, India
2Amrita School of Business, Kochi, Kerala, India
3People Institute of Management Studies, Munnad, Kerala, India
4Bharathiar University, Coimbatore, Tamil Nadu, India
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.
The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, numerous variations, augmentations and alternatives have been proposed across spheres of the marketing domain in various specializations and sub-categories. At its core, its essence is its useful function as a toolkit for the marketer in attracting the target-consumer. The 7Ps MBA marketing mix proposed by Jonathan Ivy in this regard assumes significance within India’s B-school market, arguably one of the largest in the world. This study examines whether the 7Ps alone are sufficient in the Indian context. Data exploration finds that aspects of graduate performance are grossly deficient both in terms of outturn and placement, with indications suggesting a lack of trust among the consumers. This study, therefore, conceptualizes an enhanced marketing mix of 10Ps, with the inclusion of pass-rate, placements and probity as three new Ps. Crucially, it includes the performance criterion which was missing in the original 7Ps MBA marketing mix while adding a new component that is pertinent to developing/emerging markets. The study would be useful as it potentially opens up further exploration into services marketing aspects of the multi-billion-dollar MBA industry in India, as well as throwing light on key drivers for positioning and building brand equity among B-schools.
B-Schools, marketing mix, positioning, placement, emerging markets
Aggarwal Sharma, A., Rao, V. R., & Popli, S. (2013). Measuring consumer-based brand equity for Indian business schools. Journal of Marketing for Higher Education, 23(2), 175–203. https://doi.org/10.1080/08841241.2013.866609
Ahuja, V., & Purankar, S. (2018). Quality business school education and the expectations of the corporate: A research agenda. Procedia Computer Science, 139, 561–569. https://doi.org/10.1016/j.procs.2018.10.209
AICTE. (2022). AICTE Statistics Dashboard. https://facilities.aicte-india.org/dashboard/pages/dashboardaicte.php
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73–85. https://doi.org/10.1108/09513541011013060
Apoorva. (2014, 26 September). High court censures IIPM, Arindam Chaudhuri for misleading?students.?Mint.?https://www.livemint.com/Politics/bKbeznpnmhgfLJdlbKELJL/High-court-censures-IIPM-Arindam-Chaudhuri-for-misleading-s.html
ASCI. (2021). Category distribution 2020–2021. In 35th Report & Accounts of 2020–21 (p. 26). The Advertising Standards Council of India. https://ascionline.in/images/pdf/asci-annual-report-online.pdf.
ASCI. (2022a). Education category. In Sector report cards 2021–22 (p. 4). Advertising Standards Council of India. https://ascionline.in/images/pdf/sector-report-cards-2021- 22.pdf
ASCI. (2022b). Most complained about categories. In Complaints insights 2021–22 (p. 7). Advertising Standards Council of India. https://ascionline.in/images/pdf/complaint-report-2021-22.pdf
Baruch, Y., Bhaskar, A. U., & Mishra, B. (2019, 2 December). Career dynamics in India. Personnel Review, 49(3), 825–845. https://doi.org/10.1108/PR-10-2018-0429
Baumgartner, J. (1991, 22 July). Nonmarketing professionals need more than 4Ps. Marketing News, 22, 28.
Bennett, A. R. (1997, 1 June). The five Vs: A buyer’s perspective of the marketing mix. Marketing Intelligence and Planning, 15(3), 151–156. https://doi.org/10.1108/ 02634509710165957
Bhatnagar, N. (2020). Employability and skill gap among MBA graduates in India: A literature review. Industrial and Commercial Training, 53(1), 92–104. https://doi.org/10.1108/ICT-10-2019-0098
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds), Marketing of services (pp. 47–51). American Marketing Association.
Bureau, F. P. J. (2019, 31 May). Most b-schools mislead pupils with fake placement reports. Free Press Journal. https://www.freepressjournal.in/cmcm/most-b-schools-mislead-pupils-with-fake-placement-reports
C.S-W. (2016, 26 January). MBA campus blog | Which MBA? | The Economist: The future of Indian business education. The Economist. https://www.economist.com/whichmba/campus?page=2
Chand, V. S. (2022). Private sector in management education. India Higher Education Report, 2021, 82–104. https://doi.org/10.4324/9781003298724-8
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533–1549. https://doi.org/10.1108/BIJ-07-2018-0212
Chapleo, C. (2015). Brands in higher education. International Studies of Management and Organization, 45(2), 150–163. https://doi.org/10.1080/00208825.2015.1006014
Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management, 22(1), 40–51. https://doi.org/10.1108/10610421311298687
Chitrao, P. (2014). Management education as a tool for developing and sustaining emerging economies. Procedia: Social and Behavioral Sciences, 133, 240–248. https://doi.org/10.1016/j.sbspro.2014.04.190
Chopra, R. (2013, 17 February). UGC, AICTE full of bribe-seeking corrupt officials, says IIPM. India Today. https://www.indiatoday.in/india/north/story/ugc-aicte-corrupt-iipm-arindam-chaudhuri-web-pages-154221-2013-02-16
Constantinides, E. (2002, March). The 4S web-marketing mix model. Electronic Commerce Research and Applications, 1(1), 57–76. https://doi.org/10.1016/S1567-4223(02)00006-6
Constantinides, E. (2006). The marketing mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22(3–4), 407–438. https://doi.org/10.1362/026725706776861190
Dass, S., Popli, S., Sarkar, A., Sarkar, J. G., & Vinay, M. (2021). Empirically examining the psychological mechanism of a loved and trusted business school brand. Journal of Marketing for Higher Education, 31(1), 23–40. https://doi.org/10.1080/08841241.2020.1742846
Downey, C. J. Frase, L. E., & Peters, J. J. (1994). The quality education challenge. Corwin Press and Sage Publications.
Doyle, P. (1994). Marketing management and strategy. Prentice Hall.
Drummond, G. (2004). Consumer confusion: Reduction strategies in higher education. International Journal of Educational Management, 18(5), 317–323. https://doi.org/10.1108/09513540410543466
Dutta, A., & Punnose, E. M. (2010). Factors affecting choice of first employer. Global Business Review, 11(3), 435–448. https://doi.org/10.1177/097215091001100308
Express News Service. (2012, 21 February). Institute releases placement data audited by CRISIL. Indian Express. http://archive.indianexpress.com/news/institute-releases--placement-data-audited-by-crisil/914726/
Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016, May). The (r)evolution of wine marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550–1555. https://doi.org/10.1016/j.jbusres.2015.10.015
Fowler, H. (2022, 8 April). Rutgers placed graduates in ‘sham’ jobs at university to boost MBA rankings, suit says. Miami Herald. https://www.miamiherald.com/news/nation-world/national/article260249650.html
Frey, A. W. (1961). Advertising (3rd ed.). The Ronald Press.
Furendi, F. (2009, 4 June). Now is the age of the discontented. https://www.timeshighereducation.com/features/now-is-the-age-of-the-discontented/406780.article
Gambhir, V., Wadhwa, N. C., & Grover, S. (2016). Quality concerns in Technical Education in India. Quality Assurance in Education, 24(1), 2–25. https://doi.org/10.1108/QAE-07-2011-0040
Gillespie Finney, T., & Zachary Finney, R. (2010). Are students their universities’ customers? An exploratory study. Education + Training, 52(4), 276–291. https://doi.org/10.1108/00400911011050954
Gilson, L. L., & Goldberg, C. B. (2015). Editors’ comment. Group and Organization Management, 40(2), 127–130. https://doi.org/10.1177/1059601115576425
Gohain, M. P. (2021, 28 October). India has second largest pool of MBAs in the world. Times of India. https://timesofindia.indiatimes.com/business/india-business/india-has-second-largest-pool-of-mbas-in-the-world/articleshow/87343544.cms
Goi, C. L. (2009, 15 April). A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 1(1). https://doi.org/10.5539/ijms.v1n1p2
Goldsmith, R. E. (1999, 1 July). The personalised marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 17(4), 178–185. https://doi.org/10.1108/02634509910275917
Gordon-Isasi, J., Narvaiza, L., & Gibaja, J. J. (2021). Revisiting integrated marketing communication (IMC): A scale to assess IMC in higher education (HE). Journal of Marketing for Higher Education, 31(1), 58–90. https://doi.org/10.1080/08841241.2020.1758283
Government of India. (2009). Management education. In National Knowledge Commission: Report to the Nation 2006–2009 (pp. 85–87). National Knowledge Commission, Government of India. https://www.aicte-india.org/downloads/nkc.pdf.
Grönroos, C. (1994). From marketing mix to relationship marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774
Guilbault, M. (2016). Students as customers in higher education: Reframing the debate. Journal of Marketing for Higher Education, 26(2), 132–142. https://doi.org/10.1080/ 08841241.2016.1245234
Gummesson, E. (1994, 1 December). Making relationship marketing operational. International Journal of Service Industry Management, 5(5), 5–20. https://doi.org/10.1108/09564239410074349
Gupta, I. (2015, 22 January). Placements, statistics and damned lies. Business-Standard. https://www.business-standard.com/article/opinion/indrajit-gupta-placements-statistics-and-damned-lies-115012201422_1.html
Gupta, I. (2018, 26 January). The great placement gamble. Business-Standard. https://www.business-standard.com/article/opinion/the-great-placement-gamble-118012501620_1.html
Gupta, P., & Kaushik, N. (2018). Dimensions of service quality in higher education – Critical review (students’ perspective). International Journal of Educational Management, 32(4), 580–605. https://doi.org/10.1108/IJEM-03-2017-0056
Hulland, J. (2020). Conceptual review papers: Revisiting existing research to develop and refine theory. AMS Review, 10(1–2), 27–35. https://doi.org/10.1007/s13162-020-00168-7
Hussey, A. (2012). Human capital augmentation versus the signaling value of MBA education. Economics of Education Review, 31(4), 442–451. https://doi.org/10.1016/ j.econedurev.2011.12.004
Iglesias, V., Entrialgo, M., & Müller, F. (2021). Program characteristics and price in MBAs: The interactive effects of external quality signals and co-creation processes. International Journal of Management Education, 19(3), 100551. https://doi.org/ 10.1016/j.ijme.2021.100551
Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276–282. https://doi.org/10.1108/09513540110401484
Ivy, J. (2008, 16 May). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
Ivy, J., & Naude´, P. (2004, November). Succeeding in the MBA Marketplace: Identifying the underlying factors. Journal of Higher Education Policy and Management, 26(3), 401–417. https://doi.org/10.1080/1360080042000290249
Jaakkola, E. (2020). Designing conceptual articles: Four approaches. AMS Review, 10(1–2), 18–26. https://doi.org/10.1007/s13162-020-00161-0
Jagadeesh, R. (2000). Assuring quality in management education: The Indian context. Quality Assurance in Education, 8(3), 110–119. https://doi.org/10.1108/09684880010372707
Jain, R., Sahney, S., & Sinha, G. (2013). Developing a scale to measure students’ perception of service quality in the Indian context. TQM Journal, 25(3), 276–294. https://doi.org/10.1108/17542731311307456
Jaschik, S. (2022, 18 April). Are rankings being rigged (again)? Inside Higher Ed. https://www.insidehighered.com/admissions/article/2022/04/18/are-rankings-being-rigged-again
Joseph, M., Yakhou, M., & Stone, G. (2005, March). An educational institution’s quest for service quality: Customers’ perspective. Quality Assurance in Education, 13(1), 66–82. https://doi.org/10.1108/09684880510578669
Judd, V. C. (1987, November). Differentiate with the 5th P: People. Industrial Marketing Management, 16(4), 241–247. https://doi.org/10.1016/0019-8501(87)90032-0
Kanji, G. K., Malek, A., & Tambi, B. A. (1999). Total Quality Management in UK higher education institutions. Total Quality Management, 10(1), 129–153. https://doi.org/10.1080/0954412998126
Kay Michael, R., Sower, V. E., & Motwani, J. (1997, June). A comprehensive model for implementing total quality management in higher education. Benchmarking for Quality Management and Technology, 4(2), 104–120. https://doi.org/10.1108/ 14635779710174945
Kethüda, Ö. (2022). Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands. Journal of Marketing for Higher Education, 1–18. https://doi.org/10.1080/08841241.2022.2059733
Khatun, A., & Dar, S. N. (2019). Management education in India: The challenges of changing scenario. Entrepreneurship Education, 2(1–2), 19–38. https://doi.org/10.1007/s41959-019-00010-7
Kotler, P. (1986a). Principles of marketing (3rd ed.). Prentice Hall.
Kotler, P. (1986b, March). Mega marketing. Harvard Business Review. https://hbr.org/ 1986/03/megamarketing
Kotler, P., & Keller, K. L. (2012). Defining marketing for the 21st century. In Marketing management (14th ed., pp. 25–26). Prentice Hall.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing planning and management. In Marketing management (16th ed., p. 64). Pearson Education Limited.
Kumar, S. (2019). Artificial intelligence divulges effective tactics of top management institutes of India. Benchmarking: An International Journal, 26(7), 2188–2204. https://doi.org/10.1108/BIJ-08-2018-0251
Lauterborn, B. (1990). New marketing litany: Four P’s passé: C-words take over. Advertising Age, 61(41), 26.
Lawrence, J., Lawrence, E., Corbitt, B., Fisher, J. A., & Tidwell, A. C. (2000). Internet commerce: Digital models for business (2nd ed., p. 79). John Wiley & Sons Australia Ltd.
Lazer, W., Culley, J. D., & Staudt, T (1973). The concept of the marketing mix. In S. H. Britt (Ed.), Marketing manager’s handbook (pp. 77–89). Dartnell Corporation.
MacInnis, D. J. (2011). A framework for conceptual contributions in marketing. Journal of Marketing, 75(4), 136–154. https://doi.org/10.1509/jmkg.75.4.136
Madu, C. N., Kuei, C. H., & Winokur, D. (1994). Total Quality Management in the university: A quality code of honor. Total Quality Management, 5(6), 375–390. https://doi.org/10.1080/09544129400000057
Mahajan, R., Agrawal, R., Sharma, V., & Nangia, V. (2014). Factors affecting quality of management education in India. International Journal of Educational Management, 28(4), 379–399. https://doi.org/10.1108/IJEM-10-2012-0115
McCarthy, E. J. (1960). Basic marketing: A managerial approach. RD Irwin, Inc.
McGreal, C. (2022, 16 September). Columbia Whistle blower on exposing college rankings: ‘They are worthless.’ The Guardian. https://www.theguardian.com/us-news/2022/sep/16/columbia-whistleblower-us-news-rankings-michael-thaddeus
Mishra, S., & Nargundkar, R. (2015). An analysis of intensive mode pedagogy in management education in India. International Journal of Educational Management, 29(4), 408–419. https://doi.org/10.1108/IJEM-04-2014-0050
Mitra Debnath, R., & Shankar, R. (2009, 9 January). Assessing performance of management institutions. TQM Journal, 21(1), 20–33. https://doi.org/10.1108/17542730910924727
Mohr, L. A., Ero-lu, D., & Ellen, P. S. (1998). The development and testing of a measure of skepticism toward environmental claims in marketers’ communications. Journal of Consumer Affairs, 32(1), 30–55. https://doi.org/10.1111/j.1745-6606.1998.tb00399.x
Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and higher education: The marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14(3), 277–287. https://doi.org/10.1080/ 13562510902898841
Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence and Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563
Mukherjee, A. (2022, 5 February). Under the table and dreaming. Outlook India. https://www.outlookindia.com/magazine/story/under-the-table-and-dreaming/265873
Mulla, Z. R. (2007). Business school research in India: Seeking the why of management. Management and Labour Studies, 32(2), 257–264. https://doi.org/10.1177/0258042X 0703200207
NAAC. (2022). Introduction. In NAAC Manual: Provisional Accreditation for Colleges (PAC) (pp. 5–6). National Assessment and Accreditation Council. http://naac.gov.in/images/docs/Manuals/Provisional_Accreditational_for_Colleges_PAC_Final_02_03_2022.pdf.
Nagrath, G., & Sidhu, A. S. (2018). Antecedents determining quality of management education in Punjab: A Student’s outlook. Metamorphosis: A Journal of Management Research, 17(1), 18–27. https://doi.org/10.1177/0972622518774859
Naidoo, R., & Jamieson, I. (2005). Empowering participants or corroding learning? Towards a research agenda on the impact of student consumerism in higher education. Journal of Education Policy, 20(3), 267–281. https://doi.org/10.1080/02680930500108585
Narang, R. (2012). How do management students perceive the quality of education in public institutions? Quality Assurance in Education, 20(4), 357–371. https://doi.org/10.1108/09684881211263993
NBA. (2021). Standing committee meetings and status of accreditation: Number of programs considered for accreditation, accredited, not-accredited and withdrawn. In Annual Report: 1st April 2020–31st March 2021 (p. 16). National Board of Accreditation. https://www.nbaind.org/Uploads/AR_2020_21.pdf
Nyaribo, M., Prakash, A., & Edward, O. (2012). Motivators of choosing a management course: A comparative study of Kenya and India. International Journal of Management Education, 10(3), 201–214. https://doi.org/10.1016/j.ijme.2012.08.001
Ohmae, K. (1982). The mind of the strategist: The art of Japanese business. McGraw-Hill.
Parker, D. B. (2015). Toward a new framework for information security? Computer security handbook (pp. 3.1–3.23). https://doi.org/10.1002/9781118851678.ch3
Prasad, G., & Bhar, C. (2010). Accreditation system for technical education programmes in India: A critical review. European Journal of Engineering Education, 35(2), 187–213. https://doi.org/10.1080/03043790903497294
Press Trust of India. (2015, 14 May). FIR filed against IIPM Dean Arindam Chaudhuri: Accused of ‘misleading, cheating, fooling’ students. HuffPost. https://www.huffpost.com/archive/in/entry/fir-against-iipm-dean_n_7271126
Rana, S., Anand, A., Prashar, S., & Haque, M. M. (2022). A perspective on the positioning of Indian business schools post COVID-19 pandemic. International Journal of Emerging Markets, 17(2), 353–367. https://doi.org/10.1108/IJOEM-04-2020-0415
Rao, M. S. (2016). Tools and techniques to ensure innovative management education in India. Industrial and Commercial Training, 48(5), 265–268. https://doi.org/10.1108/ICT-10-2015-0071
Rastogi, S., Sharma, A., & Panse, C. P. (2019). Changing facets of higher education in management: A students’ perspective. International Journal of Educational Management, 33(6), 1235–1254. https://doi.org/10.1108/IJEM-07-2018-0196
Report of the AICTE Review Committee. (2015). Chapter 6: Historical Evolution of AICTE: Annexure to Chapter 6. In Technical Education in India: A futuristic scenario (pp. 28–29). Ministry of Human Resource Development, Government of India. https://www.mygov.in/sites/default/files/master_image/Report_of_the_Review_Committee_of_AICTE.pdf
Rhodes, L. A. (1992, 1 March). On the road to quality. Educational Leadership, 49(6), 76–80. https://files.ascd.org/staticfiles/ascd/pdf/journals/ed_lead/el_199203_rhodes.pdf
Sahney, S., Banwet, D. K., & Karunes, S. (2003, 1 November). Enhancing quality in education: Application of quality function deployment – An industry perspective. Work Study, 52(6), 297–309. https://doi.org/10.1108/00438020310496569
Sahney, S., Banwet, D. K., & Karunes, S. (2004a, 1 March). A SERVQUAL and QFD approach to total quality education. International Journal of Productivity and Performance Management, 53(2), 143–166. https://doi.org/10.1108/17410400410515043
Sahney, S., Banwet, D. K., & Karunes, S. (2004b, 1 April). Conceptualizing total quality management in higher education. TQM Magazine, 16(2), 145–159. https://doi.org/10.1108/09544780410523044
Sahney, S., Banwet, D. K., & Karunes, S. (2004c, 1 September). Customer requirement constructs: The premise for TQM in education. International Journal of Productivity and Performance Management, 53(6), 499–520. https://doi.org/10.1108/17410400410 556174
Sallis, E. (1993). TQM in education. Kogan Page. https://herearmenia.files.wordpress.com/2011/09/ebooksclub-org__total_quality_management_in_education.pdf.
Saraswathy, M. (2015, 3 July). IIPM to shut down all campuses October onwards. Business-Standard. https://www.business-standard.com/article/current-affairs/iipm-to-shut-down-all-campuses-october-onwards-115070201044_1.html
Schlesinger, W., Cervera-Taulet, A., & Wymer, W. (2021). The influence of university brand image, satisfaction, and university identification on alumni WOM intentions. Journal of Marketing for Higher Education, 1–19. https://doi.org/10.1080/08841241. 2021.1874588
Seymour, D. T. (1992). On Q: Causing quality in higher education. Macmillan Press.
Shahaida, P., Rajashekar, H., & Nargundkar, R. (2009). A conceptual model of brand-building for B-schools: An Indian perspective. International Journal of Commerce and Management, 19(1), 58–71. https://doi.org/10.1108/10569210910939672
Sheth, J. N., & Sisodia, R. S. (2011, 20 December). Marketing remix. In The 4 A’s of marketing: Creating value for customer, company and society (1st ed., pp. 7–23). Routledge. https://doi.org/10.4324/9780203802168
Shimizu, K. (2016). Symbiotic marketing strategies (Japanese) (5th ed., pp. 25–62). Souseisha Book Company.
Singh, S., Misra, R., & Srivastava, S. (2017, July). An empirical investigation of student’s motivation towards learning quantitative courses. International Journal of Management Education, 15(2), 47–59. https://doi.org/10.1016/j.ijme.2017.05.001
Smith, B. H. (1991). Contingencies of value: Alternative perspectives for critical theory. Harvard University Press.
Spanbauer, S. J. (1995). Reactivating higher education with total quality management: Using quality and productivity concepts, techniques and tools to improve higher education. Total Quality Management, 6(5), 519–538. https://doi.org/10.1080/09544129550035189
Sreekumar, S., & Mahapatra, S. S. (2011). Performance modeling of Indian business schools: A DEA-neural network approach. Benchmarking: An International Journal, 18(2), 221–239. https://doi.org/10.1108/14635771111121685
Srivastava, M. (2009, 16 July). CBI arrests AICTE member on bribery charges. India Today. https://www.indiatoday.in/latest-headlines/story/cbi-arrests-aicte-member-on-bribery-charges-52248-2009-07-15
Syed Alwi, S. F., & Kitchen, P. J. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? Journal of Business Research, 67(11), 2324–2336. https://doi.org/10.1016/j.jbusres.2014.06.020
Tan, B. S., & Ko, S. (2019). How relevant is the MBA: A revisit. Journal of Education for Business, 94(1), 64–69. https://doi.org/10.1080/08832323.2018.1503587
Tarei, P. K., & Kumar, S. (2022). Benchmarking the assessment of barriers to the admission of management education in India during the COVID-19 pandemic. Benchmarking: An International Journal, 29(7), 2231–2257. https://doi.org/10.1108/BIJ-04-2021-0215
Team Careers360. (2019, 11 December). The placement trap: Students share the bitter truth about job drives. Careers360.Com. https://news.careers. http://360.com/placement-trap-students-share-bitter-truth-about-job-drives
Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2019). Higher education service quality, student satisfaction and loyalty. Quality Assurance in Education, 27(4), 427–445. https://doi.org/10.1108/QAE-01-2019-0003
Umarji, V., & Pathak, K. (2013, 24 January). IIM-A’s concept of IPRS finds few takers. Business-Standard. https://www.business-standard.com/article/management/iim-a-s-concept-of-iprs-finds-few-takers-112062800017_1.html
Umashankar, V., & Dutta, K. (2007, 23 January). Balanced scorecards in managing higher education institutions: An Indian perspective. International Journal of Educational Management, 21(1), 54–67. https://doi.org/10.1108/09513540710716821
Varma, G. (2013, 19 November). AICTE chief’s home raided, member secy held. DNA India. https://www.dnaindia.com/education/report-aicte-chief-s-home-raided-member-secy-held-1274698
Verma, S., & Prasad, R. K. (2017). The MEQUAL scale: Measure of service quality in management education. International Journal of Comparative Education and Development, 19(4), 193–206. https://doi.org/10.1108/IJCED-12-2016-0024
Vignali, C., & Davies, B. J. (1994, 1 November). The marketing Mix redefined and mapped. Management Decision, 32(8), 11–16. https://doi.org/10.1108/00 251749410069435
Wheebox, PeopleStrong, & CII. (2019). India Skills report 2019: Say hello to the future of work. Wheebox. https://www.undp.org/content/dam/india/docs/poverty/India-Skills-Report-2019.pdf
Wheebox. (2022). India Skills Report. Sunstone Eduversity. Wheebox. https://wheebox.com/assets/pdf/ISR_Report_2022.pdf.
Williams, G. (1993, April). Total Quality Management in higher education: Panacea or placebo? Higher Education, 25(3), 229–237. https://doi.org/10.1007/BF01383852
Williams, J. (2010). Constructing consumption: What media representations reveal about today’s students. In M. Molesworth, R. Scullion & E. Nixon (Eds), The marketisation of higher education and the student as consumer (1st Edition, pp. 170–183). Routledge. https://doi.org/10.4324/9780203842829
Williams, J. (2013). Consuming higher education: Why learning can’t be bought. Bloomsbury Publishing.
Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: Students as consumers and the value of the university experience. Studies in Higher Education, 39(1), 48–67. https://doi.org/10.1080/03075079.2011.648373
Yeravdekar, S., & Behl, A. (2017). Benchmarking model for management education in India. Benchmarking: An International Journal, 24(3), 666–693. https://doi.org/10.1108/BIJ-06-2016-0082
Yudelson, J. (1999, April). Adapting McCarthy’s four P’s for the twenty-first Century. Journal of Marketing Education, 21(1), 60–67. https://doi.org/10.1177/0273475399 211008
