Article: Web and social media approach to marketing of engineering courses in India Journal: International Journal of Business Innovation and Research (IJBIR) 2022 Vol.27 No.4 pp.541 - 555 Abstract: The Indian software industry is competing with the developed world counterparts and the same is true for other sectors like civil, chemical, mechanical and electronic equipment, etc. This success of the Indian industry is attributed by the vital input of the engineering education. The engineering education sector in India generates a storing pool of engineers for the industry. On the other hand, the higher education sector is taking a paradigm shift in India with many private universities and colleges coming into existence. These colleges are having a tough challenge to satisfy student's interest, while maintaining good infrastructure, good number of students, superior faculty profiles and excellent linkages with industry. The present work illustrates the current scenario of engineering education in India including the closure of a number of courses and colleges due to industry and market constraints. Creative skills used by private colleges to improve their marketing and advertising efforts include the analysis of their own websites and social media, tracking third party websites and then planning the content accordingly. All these web and social media trends have been presented in this paper considering the present day engineering education scenario. Challenges and opportunities available for this web and data analytics approach have also been presented in this work. Inderscience Publishers - linking academia, business and industry through research

Title: Web and social media approach to marketing of engineering courses in India

Authors: Aashish Bhardwaj; Vikas Kumar

Addresses: Guru Tegh Bahadur Institute of Technology, New Delhi – 110064, India ' Central University of Haryana, Jant-Pali, Mahendergarh – 123031, Haryana, India

Abstract: The Indian software industry is competing with the developed world counterparts and the same is true for other sectors like civil, chemical, mechanical and electronic equipment, etc. This success of the Indian industry is attributed by the vital input of the engineering education. The engineering education sector in India generates a storing pool of engineers for the industry. On the other hand, the higher education sector is taking a paradigm shift in India with many private universities and colleges coming into existence. These colleges are having a tough challenge to satisfy student's interest, while maintaining good infrastructure, good number of students, superior faculty profiles and excellent linkages with industry. The present work illustrates the current scenario of engineering education in India including the closure of a number of courses and colleges due to industry and market constraints. Creative skills used by private colleges to improve their marketing and advertising efforts include the analysis of their own websites and social media, tracking third party websites and then planning the content accordingly. All these web and social media trends have been presented in this paper considering the present day engineering education scenario. Challenges and opportunities available for this web and data analytics approach have also been presented in this work.

Keywords: engineering education; social media; data analytics; K12; Bachelor of Technology; Bachelor of Engineering; curriculum; online education; OLE.

DOI: 10.1504/IJBIR.2022.122509

International Journal of Business Innovation and Research, 2022 Vol.27 No.4, pp.541 - 555

Received: 04 Jan 2020
Accepted: 20 Mar 2020
Published online: 28 Apr 2022 *

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Title: Web and social media approach to marketing of engineering courses in India

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