A CRITICAL STUDY OF EDUCATIONAL ADVERTISING AS A SUBJECT IN MANAGEMENT COLLEGES OR UNIVERSITIES

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A CRITICAL STUDY OF EDUCATIONAL ADVERTISING AS A SUBJECT IN MANAGEMENT COLLEGES OR UNIVERSITIES

Gaurav Bisaria

Assistant Professor, Department of Business Management, Integral University, Lucknow.

Abstract : Educational institutional advertising means the advertising related with the educational institutions.

Educational institutional advertising means to inform or to persuade the parents as well as students for taking admissions in the particular college or university.

Educational Advertising as a subject is very important in management colleges or universities because it gives information about unaware issues to the parents as well as to the students. Those unaware issues can be related with the name of institutions, types of the courses, additional facilities related with the courses, fees of the courses and approval of the courses.

The research paper discusses the issues on educational advertising as a subject in the developmental of the private management colleges or universities. This research paper deals with the role of educational advertising as a subject in the developmental of the private management colleges or universities through proper syllabus of the subject educational advertising, freedom for teachers for teaching the subject educational advertising, clarity among the students related with the concept of the subject educational advertising, shared teaching pattern related with the subject of educational advertising, stock of books on educational advertising in the departmental library or in the university library and proper analysis of the results of the students in context with the subject educational advertising. This research paper also deals with the negative issues related with the educational advertising as a subject in the form of companies do not prefer purely the educational advertising as a subject but combination of other marketing papers, some or many colleges\universities do not generally offer educational advertising as a subject, colleges\universities generally do not have specialized teachers in educational advertising and the image of educational advertising as a subject is not above the marketing subjects.

This research paper also contains the real model constructed on educational advertising as a subject in private management colleges or universities which can lead to the brand name and good amount of the revenue. The research has been conducted to know the relationship between the importance of the educational advertising as a subject and image as well as revenue creation for private management colleges or universities. The null hypothesis is that there is insignificant relationship between the importance of educational advertising as a subject leading to image as well as revenue creation for private management colleges or universities. The alternative hypothesis is that there is significant relationship between the importance of educational advertising as a subject leading to image as well as revenue creation for private

management colleges or universities. The sample size is 50.

The sample profile is the administrative or management peoples and teaching faculty of private management colleges or universities. The geographical location is Lucknow. Uttar Pradesh, India.The sampling technique used is stratified random sampling. The data used for research were Primary data and Secondary data. The research instrument used for research analysis was SPSS.

The research paper concluded with the fact that the importance of the subject educational advertising will be increasing later on because of its high use by the management educations for their own benefit. The availability of the specialized teachers in advertising or educational advertising with the quality education will definitely lead to the development of the image of the educational institutions in the education sector.

Key words: Advertising, educational advertising, management colleges\universities, teachers and students.

INTRODUCTION

Advertising is the activity or profession for making advertisements for commercial companies for promoting their product or services in the market of national or international. Education gives the strong foundation of the people in terms of their stability. Educational institutional advertising means the advertising related with the educational institutions. Educational institutional advertising means to inform or to persuade the parents as well as students for taking admissions in the particular college or university. Educational institutional advertising traditionally appeared on newspaper, magazine, radio and television but now appears on messages through mobiles and e-mail through internets. It is used to improve the image of educational institutions in front of the students as well as the parents. It is done to concentrate on the functioning of the educational institutions and to bring it in the limelight of the parents as well as the students. It leads to the development of the educational institutions in the place of its physical existence. The development of the educational institutions is required by the society for economical development of the people.

Educational Advertising as a subject is very important in management colleges or universities because it gives information about unaware issues to the parents as well as to the students. Those unaware issues can be related

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with the name of institutions, types of the courses, additional facilities related with the courses, fees of the courses and approval of the courses. These can be the issues which the consumers do not know and wants to know them. Educational Advertising as a subject is very important because it gives knowledge to all the categories of the people irrespective of the age.

According to the presentation in “The Importance of Advertising Education” by Mike Longhurst, Senior VP, McCann-Erickson, Europe in UK universities only 12 out of 96 recognised universities offer an advertising degree course, only one of those is ranked in the top 20 universities and only 2 are in the top 60. In UK universities the advertising is at a low-profile which can be seen from the below graph:

Source: The importance of Advertising Education by Mike Longhurst, Senior VP, McCann-Erickson, Europe Theme

Role of educational advertising as a subject in the developmental of the private management colleges or universities

It is truly being said that without education the organization cannot develop. When there is not proper understanding of the concept of the any subject then the organization will not grow. The general practical application of any subject differs from one educational institution to the other educational institution. The role of educational advertising as a subject in the developmental of the private management colleges or universities can be as follows:

 There should be clarity among the students related with the concept of the subject educational advertising

There should be clarity among the students related with the concept of the subject means that the teachers should develop the basic understanding of the subject among the students. The basic understanding of the subject can only be developed when the teachers themselves should know the basic concept of the subject educational advertising. This subject of educational advertising is new for the teachers as well as for the students. The subject advertising is traditional but the subject

educational advertising is new for the course. The teachers should explain the subject in simple manner without giving importance to the language. The simplicity of the language or using the comfortable language will help the students to get better grip over the subject. The clarity among the students related with the concept of the subject can be developed when the teachers can easily understand the profile of their students and makes them understand as they feel like comfortable. This means that the teachers should have the capability to deliver lecture related with the subject as per the audience taste and preference. The clarity among the students can also be seen when the teachers are themselves having the clarity related with the terminology and the principles of the subject. This will help them to properly transform their ideas, thoughts and feelings into the understanding language of the students which is further develop the image of the management college\university.

 There should be proper syllabus of the subject educational advertising

There should be proper syllabus of the subject educational advertising means that the syllabus should cover each and every aspect of the subject. The syllabus should be such design that it should cover the general meaning of the subject with its characteristics- importance and should end with its application. The

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syllabus should be such design that it can be easily understood by the students. The syllabus of the subject educational advertising should be such designed that it can show its importance for the educational institutions.

The syllabus should be such designed that it can reduce the gap between the educational institutions and the society where they exist. The syllabus should also cover the recent topics related with the subject showing its importance both for the educational institutions and the society. The syllabus should be constructed after having the discussions and taking the advices from the experts of the same fields. This will help in developing the name of the educational institution in the society.

 There should be freedom for teachers for teaching the subject educational advertising

There should be freedom for teachers for teaching the subject educational advertising means the subject requires creativity and innovation. The creativity and innovation cannot be achieved just by theoretical teaching. The teachers cannot teach this subject when they are bound to teach for completion of the course and for conduction of the exam. The teachers should be free to choose the methodology of teaching which will have the proper combination of theoretical teaching, practical teaching and creative teaching. Theoretical teaching means the traditional lectures related with the syllabus.

Practical teaching means showing the connection of theories related with the syllabus with the real examples of the corporate. Creative teaching means to conduct special classes where the students can show their creativity related with the construction of the advertisements. These activities will lead to development of the name of the educational institutions in the society.

 There should be shared teaching pattern related with the subject of educational advertising There should be shared teaching pattern related with the subject of educational advertising means that the teachers should conduct college\university visit for their students. This means that the students will get chance to interact with students and teachers of other college\university and will get better understanding related with the subject. The teachers can invite the students from other college\university for interaction related with the subject. These exercises can be through student exchange programme or teacher exchange programme related with the subject educational advertising. These activities can be with local colleges\universities as well as through international colleges\universities. The international perspective is very important because the foreign colleges\universities are coming to India for business. The business will give them students for studying in their colleges or universities. These above types of activities will help the

students to impress the foreign company representatives and lead a name of their local country educational institutions.

 There should be strong stock of books on educational advertising in the departmental library or in the university library

There should be strong stock of books on educational advertising in the departmental library or in the university library means the students should not go out in search of the books. This will help them in saving their time in searching books in the book market. It is also the responsibility of the educational institutions to have ample books related with the particular subject or general subjects. The educational institutions should not give the importance to only the number of books but also to the quality of the books. The quality of books means the matter in the book related with the different topics. In searching the quality of books sometimes the reputation of the author or the publisher matters but sometimes the textual matter of the books also matters.

It depends upon the educational institutions the portion which they consider in purchasing the books for the students. This is also a strong category for developing the name of the particular educational institution in the society.

 There should be proper analysis of the results of the students in context with the subject educational advertising

There should be proper analysis of the results of the students in context with the subject educational advertising means that there should be transparent system for analyzing the external as well as internal result of the students. There should be routine conduction of internal as well as external exams related with the course. There should be some extra exercises apart from routine internal as well as external exams for analyzing the performance of the students. The subject teachers should analyze the result of each students achieved form the routine exams as well as from the extra exercise conducted for analyzing the performance of the students. The analysis of the results of the students in context with the subject educational advertising will also help the subject teachers to know the areas in which more emphasis is to be given for teaching among the students. This category will definitely develop the name of the educational institution in the society.

Negative issues related with educational advertising as a subject

 Companies do not prefer purely the educational advertising as a subject but combination of other marketing papers

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Companies do not prefer purely the educational advertising as a subject but combination of other marketing papers because the educational advertising is concerning the educational institutions and not the companies. This is because the educational advertising is the advertising for giving information related with the college\university, recognitions of the college\university, courses offered by them, number of seats, facilities offered by the college\university and fees structure offered by them to the students. The companies prefer the papers which are associated with them and not for other field or areas. The companies are generally commercial i.e. they want a business and the profit so they prefer those paper which can help them to lead their above objectives. This is the basic reason that the companies prefer marketing or combination of marketing papers over the educational advertising.

 Some or many colleges\universities do not generally offer educational advertising as a subject Some or many colleges\universities do not generally offer educational advertising as a subject because it is not very common as other papers of the specialization marketing. The students are aware of the marketing specialized subjects but are not at all aware of the subject educational advertising. The subject educational advertising needs limelight so that they can make students feel its importance in the course. The subject educational advertising is a new burning subject which is growing with the passage of time as the new courses are coming with opening of new colleges\universities. In the present time the colleges\universities are not recognizing its importance because the subject advertising is already present with same portion of topic.

The difference between advertising and educational advertising is that the advertising means giving information related with the company and the products\services offered by them while the educational advertising means giving information related with the educational institutions and the courses offered by them for the students. This means that the subject educational advertising is not concerning the companies so the colleges\universities are not giving the subject educational advertising the importance which it should get from the educational institutions.

 Colleges\Universities generally do not have specialized teachers in educational advertising Colleges\Universities generally do not have specialized teachers in advertising because of the limitations in numbers of the specialized teachers. The specialized teachers have a high demand of salaries which generally is not preferred in the education bazaar. There are two types of views among the colleges\universities one goes for the specialized part of the field while others goes for the general part of the field related with the subjects.

The colleges\universities knows that the specialized part of the field leads to the branding of the institutions while the general part of the field related with the subjects leads to the revenue creation in terms of more variety of the students. There is high ratio of general part of the field related with the subjects as compared to the specialized part of the field. This is the basic reason of the limitations in numbers of the specialized teachers in the colleges\universities. This point has also been discussed in the paper of “A critical study of educational advertising as a course in private management colleges or universities.”

 The image of educational advertising as a subject is not above the marketing subjects

The image of educational advertising as a subject is not above the marketing subjects because there is more likeability of the marketing paper and other specialized marketing papers as compared to the paper of educational advertising. The basic reason is the easy availability of jobs in the market related with the marketing paper and other specialized marketing papers as compared to the educational advertising. The jobs of the marketing specialized are giving handsome salaries to the students and is becoming the main cause of attraction among the students. The subject educational advertising is a baby as compared to the well developed paper of the marketing and its specialized papers in the business world. This means that the subject educational advertising has to overcome its infant stage by developing its own image in the business world and the society of our country.

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Model of educational advertising as a subject in private management colleges or universities can lead to them the brand name and good amount of the revenue

Source: Own creation applying for patent Explanation of the above model

The above model starts with the fact that there should be a proper advertising as a subject or course and specialized advertising teachers in the educational institution. The educational institution responsibility is to provide the proper environment. The educational institution responsibility is also to intake proper students preferring the advertising field. The educational institution responsibility is to motivate teachers & staffs related with the subject or the course. The educational institution should carry the proper execution of the subject or the course. The educational institution should take the feedback related with the influence of the subject or the course. When the feedback is not excellent then the modifications are required related with the execution and when it is excellent then it leads to development of the brand image of the educational institution. The development of the brand image of the educational institution leads to revenue creation of the educational institutions. The revenue generated from the subject or the course can be used in expansion of the college or the university.

Research Methodology Main Objective

The educational advertising as a subject in private management colleges or universities can lead to image.

Sub-objective

 To know the awareness level related with educational advertising as a subject in private management colleges or universities.

 To know the availability of educational advertising as a subject in private management colleges or universities.

 To know the development of specialist in the field of educational advertising in private management colleges or universities.

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 To know whether there will be selection of educational advertising as a subject by the students in private management colleges or universities.

 To know that the educational advertising as a subject develops creativity among the students of management colleges or universities.

 To know the availability of books related with educational advertising as a subject in private management colleges or universities.

 To know whether educational advertising as a subject can develop linkage between private management colleges or universities with other management colleges or universities.

 To know whether educational advertising as a subject can develop linkage between private management colleges or universities and the companies.

 To know the future of educational advertising as a subject in the private management colleges or universities.

Independent variable

Educational advertising as a subject Dependent variable

Image for private management colleges or universities Hypothesis

Null Hypothesis (Main Null Hypothesis)

There is insignificant relationship between the educational advertising as a subject leading to image for private management colleges or universities.

Alternative Hypothesis (Main Alternative Hypothesis)

There is significant relationship between the educational advertising as a subject leading to image creation for private management colleges or universities.

Null Hypothesis (Sub Null Hypothesis)

(a)There is insignificant relationship between the development of specialist in the field of educational advertising leading to image creation in private management colleges or universities.

(b)There is insignificant relationship between the selection of educational advertising as a subject by the

students leading to image creation in private management colleges or universities.

(c)There is insignificant relationship between the educational advertising as a subject develops creativity among the students leading to image creation for management colleges or universities.

(d)There is insignificant relationship between the availability of books related with educational advertising as a subject can lead to image creation in private management colleges or universities.

(e)There is insignificant relationship between the educational advertising as a subject can develop linkage between private management colleges or universities with other management colleges or universities leading to image creation.

(f)There is insignificant relationship between the educational advertising as a subject can develop linkage between private management colleges or universities and the companies leading to image creation.

(g)There is insignificant relationship between the good future of educational advertising as a subject in the private management colleges or universities can lead to image creation.

Alternative Hypothesis (Sub Alternative Hypothesis) (a)There is significant relationship between the development of specialist in the field of educational advertising leading to image creation in private management colleges or universities.

(b)There is significant relationship between the selection of educational advertising as a subject by the students leading to image creation in private management colleges or universities.

(c)There is significant relationship between the educational advertising as a subject develops creativity among the students leading to image creation for management colleges or universities.

(d)There is significant relationship between the availability of books related with educational advertising as a subject can lead to image creation in private management colleges or universities.

(e)There is significant relationship between the educational advertising as a subject can develop linkage between private management colleges or universities with other management colleges or universities leading to image creation.

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(f)There is significant relationship between the educational advertising as a subject can develop linkage between private management colleges or universities and the companies leading to image creation.

(g)There is significant relationship between the good future of educational advertising as a subject in the private management colleges or universities can lead to image creation.

Sample size: 50

Geographical location: Lucknow, Uttar Pradesh, India.

Sample design

Type of universe: Finite

Sampling profile: Administrative or management peoples and teaching faculty of private management colleges or universities

Sampling unit: Single individual

Source list: Uttar Pradesh Technical University, All India Council of Technical Education (AICTE) and University Grants Commission (UGC)

Parameters of interest: The sub-groups in the case of administrative or management peoples and teaching faculty of private management colleges or universities can be those who are imparting management education for more than 2 years

Method of sampling: Stratified Random sampling Types of data

Primary data: Primary data will be collected for the research from the Administrative or management peoples and teaching faculty of private management colleges or universities.

Secondary data: Secondary data will be collected for the research activity from newspapers, magazines, journals, books and other research thesis both published and un-published.

Tertiary data: Tertiary data will also be consumed for the research work in the form of directories, catalogues, bibliographies and other aids like internet (Wikipedia, Google and some websites).

Method of data collection

It is proposed to employ the following methods for primary data collection:

 Observation method

 Questionnaires ( They are generally used for sending the questionnaires for survey through the courier services or by e-mail)

 Interview schedules ( They are generally used for personal administration by the interviewer during an interaction with the respondents)

 Electronic recording devices Types of questions

The types of questions will be open-end questions as well as closed-end questions in the form of dichotomous questions, multiple choice questions and the rating scales.

Scale: Basic scales like Nominal scale & Ordinal scale.

Specialized scale like Likert scale.

Research instrument: SPSS.

Research analysis

Q.1. Are you aware of the term educational advertising as a subject?

A.1. 86% YES, 14% NO

Q.2. Do you have educational advertising as a subject in your Management College or University?

A.2. 0%YES, 100% NO Chi-square Test Frequencies

Interest of the students related with the becoming of specialist in the field of educational advertising

Observed N Expected N

Residual Strongly agree

Agree Total

10 40 50

25.0 25.0

-15.0 15.0

Selection of educational advertising as a subject by the students in private management colleges or universities

Agree Total

11 39 50

25.0 25.0

-14.0 14.0

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Educational advertising as a subject develops creativity among the students

Agree Total

11 39 50

25.0 25.0

-14.0 14.0

Availability of books related with educational advertising as a subject

Agree Total

14 36 50

25.0 25.0

-11.0 11.0

Educational advertising as a subject can develop linkage between private management colleges or universities with other management colleges or universities

Residual

Strongly agree Agree

Total

10 40 50

25.0 25.0

-15.0 15.0

Educational advertising as a subject can develop linkage between private management colleges or universities and the companies

Agree Total

10 40 50

25.0 25.0

-15.0 15.0

Bright future of educational advertising as a subject in the private management colleges or universities

Residual Agree

Can't Say Dis-agree Total

33 9 8 50

16.7 16.7 16.7

16.3 -7.7 -8.7

Test Statistics

Interest of the students related with the

becoming of specialist in the field of educational advertising

Selection of educational advertising as a subject

by the

students in private management colleges or universities

Educational advertising as a subject develops creativity among the students

Availability of books related with educational advertising as a subject

Educational advertising as a subject can develop linkage between private management colleges or universities with other management colleges or universities

Educational advertising as a subject can develop linkage between private management colleges or universities and the companies

Bright future of educational advertising as a subject

in the

private management colleges or universities

Chi-Square df

Asymp. Sig.

18.000^a 1 .000

15.680^a 1 .000

9.680^a 1 .002

18.000^a 1 .000

24.040^b 2 .000 a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 16.7.

RESEARCH RESULT

The level of significance of all the calculated value is less than the level of significance of the table value which was assumed as .05. This means that the entire minor null hypothesis is rejected. This also means that the main null hypothesis is rejected leading to the acceptance of the main alternative hypothesis. This means that there is significant relationship between the educational advertising as a subject leading to image creation for private management colleges or universities.

CONCLUSION

Educational advertising is known to many academic associated people but the subject is not in the existence for the study in the management course curriculum. The importance of the subject educational advertising will be increasing later on because of its high use by the management educations for their own benefit. The availability of the specialized teachers in advertising or educational advertising with the quality education will definitely lead to the development of the image of the educational institutions in the education sector.

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