A STUDY OF THE ROLE OF EVENT MARKETING IN HIGHER EDUCATION WITHIN THE INDIAN CONTEXT
This paper attempts to examine the role of marketing events in the higher education area in reference of the expanding significance of event marketing. This study was carried out in Tier 2 and 3 cities of Western India. The sample size taken was a group of 200 students who are studying in various Universities, in different discipline, from the tier 2 and tier 3 cities of western India. Simple random sampling technique was applied and primary data collection was done through a structured questionnaire. The influence of Event marketing on Higher education was analysed through application of linear regression. It was found that Event marketing has a significant effect on the selection of educational institutions for higher education made by students. This implies that existing institutions and those, which may be opening in future may use Event marketing techniques to lure students and to enhance their revenue. Similar studies may be applied to other parts of India and elsewhere in the world.
event marketing; higher education; linear regression; marketing