1Associate Professor, Bharathiar School of Management and Entrepreneurship Development, Coimbatore, India.
2Scholar/Assistant Professor, Sri Krishna College of Engineering and Technology, Coimbatore, India.
The aim of this paper is to assess the marketing mix dimensions with Public and Private Affiliation with university. The Marketing Mix Dimensions are Program, Price, Place, Promotion, Professors, Process, Physical facilities. Higher Education Institution in India is focusing on repositioning to attract students for enrolment in colleges and universities to position in a competitive environment. Therefore, it is necessary to locally relevant to achieve in the global competitiveness and higher education Institutions need to become more market-oriented. The data was collected from 635 engineering entrants in Tamil Nadu, India. The data was input into SPSS and analysed through descriptive statistics and t-test. The results shows that, price, place, promotion, professor has significant association with university affiliations. These results will contribute to the edupreneurs, marketing managers and administrative officers of engineering colleges to improve on marketing strategies to attract the students to enrol in the higher education.
Marketing Mix dimensions, Higher Education Institutions, Engineering Students
