Raj Kumar Mittal, Namita Garg and Sunil Kumar Yadav
This study aims to identify the key indicators for quality enhancement in an educational institute which affect student’s outcome in terms of employability and entrepreneurship…
Abstract
Purpose
This study aims to identify the key indicators for quality enhancement in an educational institute which affect student’s outcome in terms of employability and entrepreneurship. These indicators can be used for improving the quality of engineering institutions imparting technical education.
Design/methodology/approach
Review of conceptual and empirical literature has been done to establish a linkage between institutional factors and quality output. The paper further identifies existing quality gaps in engineering education that make their students misfit to the requirements of market.
Findings
The relevant literature reviewed suggests that quality of technical institutions can be viewed form two perspectives: first, students’ achievement in the form of placements, entrepreneurial output, enrollment in higher studies and university ranks. Second, faculty research output in the form of publication in refereed journals, consultancy projects and patents. The study concludes by stating that when these two important stakeholders are provided with the infrastructural support and environment to showcase their skill, the quality of technical institutions improves automatically.
Research limitations/implications
The study is conducted on technical institutions engaged in providing engineering education. This research can be extended to other disciplines.
Originality/value
The framework proposed in the study will help technical institutions in evaluating their service quality levels which will further help them in improving the same.
Details
Keywords
Integrated advertising, promotion and marketing communications.
Abstract
Subject area
Integrated advertising, promotion and marketing communications.
Study level/applicability
The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for.
Case overview
The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage.
Expected learning outcomes
The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand.
Supplementary materials
Teaching notes are available. Please consult your librarian for access.
Details
Keywords
Vrinda Khattar and Upasna A. Agarwal
The purpose of this article is to understand how women develop entrepreneurship as a career identity through women's various life stages. Using a life story approach, the authors…
Abstract
Purpose
The purpose of this article is to understand how women develop entrepreneurship as a career identity through women's various life stages. Using a life story approach, the authors study the formation of Indian businesswomen's entrepreneurial identity in businesswomen's unique socio-cultural context.
Design/methodology/approach
The study drew upon 15 semi-structured interviews with practicing women entrepreneurs using a qualitative methodology. Gioia methodology was used to systematically analyze the data for theory building.
Findings
The narratives of the Indian women entrepreneurs indicate that Indian women's entrepreneurial identity was a developmental process influenced by various episodes in different life stages-childhood, adolescence, marriage and motherhood. Life episodes influenced the creation and enactment of this entrepreneurial identity, which led to the emergence of entrepreneurship as a career choice.
Research limitations/implications
The study's retrospective design may have raised concerns involving memory recall. The open-ended questions gave the participants the freedom to recount the life episodes that influenced the participants the most and may have partly mitigated this concern.
Originality/value
Prior studies have focused on specific life stages of women entrepreneurs, without taking a holistic life-story view, thereby missing out on how career identity is formed as a result of life episodes. Using the developmental psychology approach, the authors provide a nuanced and holistic lens to understanding women's entrepreneurship.