12/8/2016 AreCollegesTargetingStudentsRightly?

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ARECOLLEGESTARGETING
STUDENTSRIGHTLY?
WhyThisReport?
Thisreportexploresbetterwaysofcommunicationbetweencollegeadmissionoffices
andaspiringstudents,andhelpscollegesgetabetterunderstandingoftheirtargetaudience.

Tothisend,a4weeksurveywaslaunchedwithasamplesizeof24,326studentstounderstandtheirmodeofcommunication,engagementlevelandfrequencyofusing
differentengagementchannelstoreceive,useandshareinformation.Anattemptwasalsomadetodeducethefactorsthatstudentslookforbeforeapplyingtoacollege,and
assessthedifficultiestheyfacewhilebrowsingonlinetogettherequisiteinformation.

HigherEducationSectorinINDIA

2020
32.33 2.51lakhCrores
MillionStudents
2010
Enrolment WORTH
0.65lakhCrores
38,000+
Institutions
(Colleges+Universities)

SOURCE:AISHE2014CONDUCTEDBYMHRD

SURVEYANALYSIS
Atotalof24,326responseswerereceivedforonlineandofflinesurveyconductedbycareers360fromstudentsandalumniofvariousIndianuniversities.

http://www.careers360.com/report/arecollegestargetingstudentsrightly?utm_source=mail&utm_medium=b2balldomain13sep&utm_campaign=surveyr 1/11
12/8/2016 AreCollegesTargetingStudentsRightly?

ResearchObjective

1 Tofigureoutthefactorsthathelpthestudentsinmakingadecisionabouttheinstitution.

2 Toknowthetypesofinformationrequiredbystudentsthatarenotavailable,ordifficulttofindinthe
resourcesprovidedonline.

3 Tofindoutthesourcesofinformationthatstudentsusetofind,interactandengagewith
institutions(online/offline).

4 Tounderstandthetypeofresourceusedtofindaparticularkindofinformation.

5 Tounderstandhowthestudentsprefertoengagewithinstitutionsfortheirinformationneeds,atwhat
frequencyandduringwhatstages.

GenderwiseBreakdown

75.45% 24.55%

Male Female

75.45%oftherespondentsaremaleand24.55%are
female.

AgewiseBreakdown AnnualFamilyIncomeBreakdown

63% Below19Years Below6lakhs 79%

27% 2025Years
610lakhs 13%
1015lakhs 5%
6% Above30Years
Above15lakhs 3%
4% 2630Years
Majorityoftherespondentsliebelow6lakhsfamily
Themajorityoftherespondentswerebelow19andinthe incomegroup(Wefoundfamilyincomeasinformedby
2025agebracket(63%and27%respectively). majorityofstudents).

RegionwiseBreakdown

35% NorthZone

24% SouthZone

19% WestZone

15% EastZone

15% CentralZone

Majorityoftherespondentsarefromnorthzoneof
INDIA.

OVERALLSTUDENTPREFERENCE
Fromatotalof24326responses,theoverallpreferenceofstudentintermsoflevelofstudy,fieldofstudy,modeofstudyandtypeofcollegetheywantto
pursueisdepictedinthissection.

StudentPreferenceforStudy

UG PG Ph.D 2/11
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12/8/2016 AreCollegesTargetingStudentsRightly?
UG PG Ph.D
61% 32% 7%

Engineering Medicine Management Science Law

Finance&Accounts Achitecture Arts&Creativity Hospitality Media&Journalism

Fashion&Animation Historical Others

Theaboverepresentationshowsthemodeofstudyandcorrespondingdomainofstudythatstudentsprefertopursue.

ModeofStudy

FullTime

DistanceLearning

PartTime

Majorityoftherespondentspreferfulltimecourse.

TypeofCollegePreference

45% 29% 26%

Public Private PublicPrivate
Partnership

STUDENTPREFERENCEFORCOLLEGE
Selectingacollegeisthemostcrucialaspectinastudentslife.Therearemanyfactorstolookforinacollege,beforeapplyingtoit.Thefocusofthissurvey
hasbeenonfiguringoutthosefactorswhichareimportantforstudentswhentheyoptforacollege.

Itisreallyimportantforhighereducationalinstitutestofocusonfactorswhichplayadecisiveroleinstudentsdecisionmakingandprojectthemaccordingly.

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12/8/2016 AreCollegesTargetingStudentsRightly?

FactorsthatInfluenceStudentsDecisionMaking
%ofrespondentsbelievethataspecificfactorwillinfluencetheirdecisiononselectingacollege

Placements 92%

Teachingquality 91%

Reputationoftheinstitute 89%

Subjectsavailable(electives) 85%

Communicationwiththeinstitution 80%

CampusFacilities(Sports,hostel,etc) 77%

Campuslocation 69%

Alumninetwork 69%

Scholarships 66%

Tuitionfee 64%

Placementisthemostinfluentialfactorfordecidingonacollege.

StudylevelBreakdown
Topdecidingfactorinordertoselectacollege

UG PG PH.D
Placements Placements TeachingQuality
TeachingQuality TeachingQuality Placements
Reputation Reputation SubjectsAvailable
SubjectsAvailable SubjectsAvailable Reputation
Communication Communication Communication
CampusFacilities CampusFacilities Scholarship
AlumniNetwork CampusLocation CampusFacilities
Scholarship AlumniNetwork CampusLocation
CampusLocation TuitionFee Alumninetwork
TuitionFee Scholarship TuitionFee

ForPh.Dstudentsteachingqualityisthemostimportantfactor.

DomainwiseBreakdown
Topdecidingfactorinordertoselectacollege.

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12/8/2016 AreCollegesTargetingStudentsRightly?

Engineering Finance Management Medical Law

Placements Placements Placements TeachingQuality Placements

TeachingQuality TeachingQuality Reputation SubjectsAvailable TeachingQuality

Reputation Reputation TeachingQuality Placements Reputation

SubjectsAvailable SubjectsAvailable SubjectsAvailable Reputation SubjectsAvailable

Communication Communication Communication Communication Communication

CampusFacilities CampusLocation CampusFacilities CampusFacilities CampusFacilities

AlumniNetwork CampusFacilities AlumniNetwork TuitionFee CampusLocation

CampusLocation AlumniNetwork CampusLocation CampusLocation AlumniNetwork

Scholarships TuitionFee TuitionFee Scholarship TuitionFee

TuitionFee Scholarship Scholarship AlumniNetwork Scholarship

Foralldomainsplacementisthemostimportantfactorforselectingacollege.

Whichinformationisnoteasilyavailableforstudentsonline?

Placement Futureopportunity Scholarship

fromcourse

63.2% 60.6% 49.7%

BankLoans Course Other

Curriculum

32.1% 31.3% 11.4%

Facilities/
Infrastructure

35.7%

Accordingtostudents,placementinformationaboutcollegesisthemostdifficultonetofind.

Informationaboutcollegethatisnoteasilyavailable
Placement Futureopportunity Scholarship Facilities/ Loans Course Others
Domain fromcourse Infrastructure Curriculum

Engineering 71% 61% 52% 38% 32% 32% 30%

Medical 48% 56% 50% 37% 35% 34% 27%
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12/8/2016 AreCollegesTargetingStudentsRightly?
Medical 48% 56% 50% 37% 35% 34% 27%
Law 65% 63% 45% 37% 28% 36% 32%
Management 56% 66% 47% 28% 39% 27% 28%
Hospitality&Tourism 48% 52% 43% 50% 30% 30% 25%
Finance&Accounts 54% 59% 46% 24% 35% 30% 30%
Media&Journalism 56% 56% 28% 19% 28% 25% 19%
Science 61% 67% 53% 37% 24% 32% 23%
Fashion&Animation 55% 59% 48% 28% 48% 41% 28%
Architecture&Planning 69% 71% 45% 44% 24% 32% 27%
Historical&PhilosophicalStudies 46% 54% 62%e 31% 54% 15% 15%
Arts&Creativity 49% 53% 37% 28% 32% 46% 28%
Others 53% 62% 53% 36% 33% 29% 27%

Therepresentationshows%ofrespondentswhobelievethatspecificinformationisdifficulttofindonline.

ENGAGEMENT
Reliabilityofinformationiscrucialforstudentstomakeadecisionandmediumplaysanintegralroleinengagingwiththerelevantsources.Thissegment
triestofigureoutthosemediumswhichstudentsusetogatherinformation.

Inthissegmentweanalysedwhatpercentageofrespondentssurfonlinesourcestogatherinformationaboutcolleges,andwhataretheprominentsources
ofinformation.

Wealsoanalysedhowmodesofgatheringinformationchangeswiththestudystreams.

http://www.careers360.com/report/arecollegestargetingstudentsrightly?utm_source=mail&utm_medium=b2balldomain13sep&utm_campaign=surveyr 6/11
12/8/2016 AreCollegesTargetingStudentsRightly?

ModeofGettingInformation
Ofthetotalrespondents91%choseatleastoneonlinesourceand
75%choseatleastoneofflinesource.

OnlineSources
InstitutionWebsite 63%
Educationalwebsites 58%
Online (e.g.Careers360.com)
Emailcommunication 42%
Socialmedia 36%

OfflineSources
Friends&family 49%
Newspapers 45%
Offline Coachinginstitutes 30%
Magazines 21%
Educationalfairs/events 19%
TVads 13%
Radioads 4%

Therepresentationshows%ofrespondentswhouseaspecific
sourcetofindinformationaboutcolleges.

PreferredPlatformforDifferentDomains
Theanalysisbelowshowshowrespondentsrelatedtodifferentdomainsusevariousresourcestogather
informationabouteducationalinstitutions.

Sources Engineering Medical Law Management

InstitutionWebsite 64% 63% 63% 66%

Educationalwebsites 60% 59% 49% 64%

(e.g.Careers360.com)

Emailcommunication 42% 43% 40% 35%

Socialmedia 35% 33% 39% 43%

Friends&family 50% 44% 50% 54%

Newspapers 45% 48% 41% 41%

Coachinginstitutes 30% 36% 34% 37%

Magazines 20% 20% 20% 26%

Therepresentationshows%ofrespondentswhouseaspecificsourcetofindinformationaboutcolleges.

SOCIALMEDIAASSOURCEOFINFORMATION
Socialmediahasstronglyemergedasamediumtointeractwithpeople.Thequestionhereiswhetheritisbeingusedbystudentstointeractwith
educationalinstitutesaswell?

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12/8/2016 AreCollegesTargetingStudentsRightly?

PreferredSocialMediaChannels
Tofindinformationaboutacollege.

DomainwiseBreakdown
Theanalysisbelowshowshowrespondentsrelatedtodifferentdomainsusesocialmediatofindinformation
aboutcolleges.

Domain

Engineering 83% 52% 44% 21% 13% 13% 8%

Medical 72% 60% 44% 24% 7% 13% 7%

Law 83% 59% 42% 15% 17% 17% 6%

Management 90% 32% 49% 23% 33% 19% 7%

AgewiseBreakdown
Agewiserepresentationofsocialmediausagepatterntofindinformationaboutcollege.

HOWTOUSEDIFFERENTRESOURCES?

http://www.careers360.com/report/arecollegestargetingstudentsrightly?utm_source=mail&utm_medium=b2balldomain13sep&utm_campaign=surveyr 8/11
12/8/2016 AreCollegesTargetingStudentsRightly?
Targetingtherightaudiencethroughrightresourcescanincreasetheefficiencyofthemarketingchannels.Thereforeitisimportantforcollegestoprovide
timelyandpreciseinformationthatwouldbemutuallybeneficial.

Thissegmentpreciselytouchesonvariousmarketingchannelsandthewaytheycanbeusedtodisseminateandpubliciseinformation.Inthissegmentwe
analysedwhatinformationthestudentssearchonaparticularchannel.

Howareonlineresourcesused?
Therankingbelowshowshowrespondentsfindinformationaboutvariousfactorslikeadmissionprocess,collegefacilitiesusingdifferentonlineresources.

AdmissionProcess AlumniNetwork CollegeFacilities ComparisonofColleges CollegeCulture/Lifestyle Curriculum/Program

CollegeWebsite CollegeWebsite CollegeWebsite EducationalWebsites CollegeWebsite CollegeWebsite

EducationalWebsites EducationalWebsites EducationalWebsites DiscussionForums SocialMedia EducationalWebsites

DiscussionForums SocialMedia SocialMedia SocialMedia DiscussionForums DiscussionForums

SocialMedia DiscussionForums DiscussionForums CollegeWebsite EducationalWebsites EducationalFairs

EducationalFairs EducationalFairs EducationalFairs EducationalFairs EducationalFairs SocialMedia

Therepresentationshowwhichallonlineresourcearepreferredbystudentstofindinformationaboutcolleges.

HOWTOCOMMUNICATEWITHSTUDENTS?
Notonlytheinstitutionsmessageneedstoberelevanttothetargetaudience,butalsothechannelsothattheinstitutiontargetstherightstudentattheright
time.

DuringEnquiry Aftersubmitting Afterreceivingan Onceaccepted Atenrollment After

Stage application offer offer commencementof
study

http://www.careers360.com/report/arecollegestargetingstudentsrightly?utm_source=mail&utm_medium=b2balldomain13sep&utm_campaign=surveyr 9/11
12/8/2016 AreCollegesTargetingStudentsRightly?

FrequencyofCommunication
Therepresentationshowsfrequencyofcommunicationstudentspreferatdifferentstagesof
admissionprocess.

AdmissionStages Daily Weekly Every15days Monthly

DuringEnquiryStage 31% 38% 15% 16%

Aftersubmittingapplication 26% 44% 17% 12%

Afterreceivinganoffer 32% 40% 16% 11%

Onceacceptedoffer 32% 35% 17% 16%

Atenrollment 25% 34% 16% 15%

Aftercommencementofstudy 28% 25% 15% 31%

OverallCommunicationPattern
Therepresentationshowsoverallcommunicationmodeandfrequencythatstudents
preferatdifferentstagesofadmissionprocess.

Modeof Frequencyof
AdmissionStages Communication Communication
DuringEnquiryStage Email Weekly
Aftersubmitting Email Weekly
application
Afterreceivinganoffer Email Weekly
Onceacceptedoffer Email Weekly
Atenrollment Email Weekly
Aftercommencementof Email Weekly
study

ModeofCommunication
Therepresentationshowsmodeofcommunicationstudentpreferatdifferentstagesofadmissionprocess.

AdmissionStages Email Phone Letter TextMessage SocialMedia EducationalEvent/

Fairs

DuringEnquiryStage 75% 52% 14% 37% 15% 8%

Aftersubmittingapplication 73% 51% 16% 38% 10% 5%

Afterreceivinganoffer 70% 53% 20% 39% 10% 5%

Onceacceptedoffer 70% 54% 20% 38% 10% 5%

Atenrollment 69% 54% 19% 37% 10% 5%

Aftercommencementofstudy 71% 50% 18% 37% 12% 7%

CONCLUSION

1.Studentsarehighlyinfluencedbyplacements,teachingqualityandreputationoftheinstitute.Thiscanbeaptlypromotedthroughinstituteswebsiteorother
thirdpartyeducationalwebsites.

2.Theusageofonlineresourcesascomparedtoofflineonesismorethereforeitsimperativeforcollegestomarketthemonothereducationalwebsitesand
socialmedia.

3.Nearlyonethirdofsociallyactivestudentsusesocialmediaasaplatformforfindinginformationoninstitutes.Thereisahugegapthatinstitutionscanfill,to
promotethemselvesonsocialmediabyprovidingrelevantinformationaboutthemselves.

4.Parents,teachers,andcoachinginstitutesactasbiginfluencers.Theyplayanimportantpartindecisionmakingandthereforethemarketingspendcanbe
alignedtoinfluencesupportnetworks.

http://www.careers360.com/report/arecollegestargetingstudentsrightly?utm_source=mail&utm_medium=b2balldomain13sep&utm_campaign=survey 10/11
12/8/2016 AreCollegesTargetingStudentsRightly?
5.Targetedinformationacrossresourcesisaquickandeffectivewaytoreachthetargetaudience.Soitshouldbeensuredthattheinvestmentinvarious
resourcesisdistributedaccordingly.

6.Makeemailcommunicationafirstpriority.Weeklyemailcommunicationpatterncanbeadoptedtokeepstudentsinformedandengaged.

7.Optimizeautomatedmarketingbydevelopingatemplateofresponsestoarangeoffrequentlyaskedquestionsandtouchpointswithinastudentlifecycle.

8.ApartfromPlacements&Scholarshipsinformation,studentsactivelylookforthefutureprospectsofthecoursetheywanttopursue.Thesameinformationcan
begivenalongwiththedescriptionofthecourse.

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