MARKETING AND TRADE OF EDUCATIONAL SERVICES:A STUDY OF OPTIMUM APPLICATION OF INFORMATION TECHNOLOGY IN HIGHEREDUCATION

PROLOUGE- BACKGROUNDOver the last decade, education is increasingly being seen as an avenue to success. Education and training have not only helped develop human capabilities, but have created social opportunities for those who until then had little access to them. The numbers crowding our schools and colleges indicate this growing demand for educational services.. But, with demand creating huge opportunities for supply, a whole new education industry has grown, alongside the fringes of our formal education system. , now if a student cannot go to a school or college, teaching comes to him. With the development of modern communication technologies, such as satellite, radio and the growth of the internet, students can take up study in practically every subject through distance education. These systems have helped all those, who want to attain higher education but are unable to adjust to the inflexibility of formal classroom education. Today, distance education in India is imparted through three major systems of instruction. These are external studentship, correspondence education and open learning or distance education. Technology plays a pioneer role in doing so, thus it becomes a priority to understand the puzzle of information technology with academics, so that new avenues for development are open to exploration.Education being an intangible dominant service , has difficulty in standardization , this lack of standardization opens up marketing opportunities of differentiated need based course package. India being a pioneer intellect domain can utilise this for its intellect enhancement as well as a service provider using its intellect capabilities. This is practically viable only with the technology in the hand of academics, but to do so the bridging of gaps is necessary. This understanding needs an analysis to a core level taking into account why and how is it viable to make academics and technology go hand in hand. In other words how can e-learning be actually executed to the maximum? For this purpose it becomes important to analyse the barriers for the same, and recommend techniques for their removal.Education being a service sector with no set boundaries of standardization faces a lot of loop holes from the process of delivering to accepting; in terms it would be right to say from knowledge to learning to understanding to application. For every student the same teaching has a different perception and thus it is very difficult to take only technology in hand, or even to collaborate with technology. Though a reduction in time and improvement in efficiency is observable, yet cannot be controlled by any one of the two. So to make them go hand in hand or be a part of distance education e learning mode is not easy. This is the understanding which needs to be unravelled. However the irony is that technology contains the answer to the problem itself. Its optimal use would be the key to unlock this gamut of information, education. Technology, in particular information technology, has influenced the nature of services themselves, how they are delivered, and the practice of service innovation and service management. Technology is also providing new opportunities for delivering existing services in more accessible, convenient, and productive ways. Technology facilitates basic customer service functions (performance, answering questions, checking records, tracking development) and learning or information seeking. . Technology also facilitates transactions by offering a direct vehicle for making purchases and conducting businesses. Technology enables both customers (students) and employees (knowledge provider) to be more effective and productive in receiving and providing services. Today the solution to almost all problems, queries of a student is just a click away. This click- if standardised, authenticated and made accessible by a source- then it would open a wide sea of knowledge left for exploration by self! Technology also results in the potential for reaching out to customers around the globe in ways not possible when, in the not-so-distant past, services were limited to local provision. The Internet itself knows no boundaries, and therefore information, customer service, and transactions can move across countries and across continents, reaching any customer who has access to the Web. Technology also allows employees of international companies to stay in touch easilyto share information and serve as a team together, thus allowing employees to work remotely and services to be provided by global workers. This is what can act as a platform and forte for the development of Indian education; educational industry .This not only enhances capabilities but also fastens the process of innovation, research and development for the mankind. The dilemma of how technology and higher education going hand in hand is what needs an understanding.MODES OF EDUCATION - DISTANCE MODE ITS RELEVANCEThe GATS defines four ways in which a service can be traded, known as modes of supply. These four modes of trade apply to all service sectors in GATS. Chart below provides a generic definition for each mode applies them to the education sector and comments on the relative size of the market supply and demand. Modes of supply according to GATSExplanationExamples in Higher EducationSize/ Potential of Market

1.CROSS BORDER SUPPLY-the provision of a servicewhere the service crossesthe border ( does notrequire the physicalmovement of the consumer)-distance education- e-learning-virtual universities-currently a relatively smallmarket-seen to have great potentialthrough the use of new ICTsand especially the Internet

2.CONSUMPTION ABROAD-provision of the serviceinvolving the movement ofthe consumer to the countryof the supplier-students who go toanother country tostudy-currently represents thelargest share of the globalmarket for education services

3.COMMERCIAL PRESENCE-the service providerestablishes or has presenceof commercial facilities inanother country in order torender service-local branch orsatellite campuses-twinning partnerships- franchisingarrangements withlocal institutions-growing interest and strongpotential for future growth-most controversial as itappears to set internationalrules on foreign investment

4.PRESENCE OF NATURAL PERSON- persons travelling toanother country on atemporary basis to provideservice-professors, teachers,researchers workingabroad-potentially a strong marketgiven the emphasis on mobilityof professionals

We would be considering the case of mode type-1 of services that is CROSS BORDER SUPPLY.This Mode of education is not new it has been observed in the Hindu mythology as Eklavya receiving knowledge or Sanjay narrating the Kurukshetra war! The benefits of this mode are many to list a few:1) Increased Institutions- Since there is no physical asset required in terms of place, it overcomes a major restriction of space, a large amount of capital becomes available for institutions to open up a university.(may be in a room itself- a virtual university). The space constraint does not remain a constraint any more.

2) Enhanced Access This mode reaches the mass; it is not restricted to the physical boundaries of a class room where infrastructure is the key determinant of efficiency and effectiveness, restricting the numbers to a few hundred only. Not only this, the demand for the services is always higher than the supply by service provider. The economies of scale are taken into consideration, for India it matters!

3) Opportunities of International Qualification: Sitting in your own country access to the best possible education is seen, college comes home, and one doesnt have to go for the same. There is no constraint as to availability of subject, here desire takes the lead over availability. A person willing to work on nanotechnology can do so irrespective of the fact who else or how many others want to work on the same subject.

4) Overcomes the geographical spread: today a student sitting in India can get best knowledge of the globe. The geographical constrain of reaching one or two students residing in Andaman and Nicobar, gets to study Astrophysics from Delhi without physically reaching Delhi!

5) Technological Innovation- Once technology is in the hand it is easy to alter, edit and make the consumer (in this case a student) understand as per his calibre and requirement. (Development based on capabilities)

6) Competition leading to Quality Improvements: Higher order thinking is developed when your performance and understanding are rated simultaneously technological innovation makes this capable, without facing the anxieties of performance in public.

7) Curricular Innovation: When too many mindsets come together, and exposed to all curriculum- the ultimate result is curricular innovation with best possible flexibilities and opportunities.

8) Research & Development: When Exposure increases then definitely Research and Development avenues are bound to open. As a wide platform of sharing knowledge is available.

9) Resource Use Efficiency & International Exposure

10) Reduction in Time Constraint: Availability of time as per the students convenience is the best part of this mode

MARKETING OF EDUCATIONAL SERVICES IN HIGHER EDUCATION AN AREA OF RESEARCH

Services are people based as well as equipment based, Education in the current scenario being a mix of both, where instruction and interaction being invaluable as well as inevitable, means varying day by day with technology. It becomes of utmost importance to bring in tangible evidence to the same.It is apparent that services are increasing as an economic force in countries such as China, India, and other fast-growing and developing nations. The growth of service(s) is a relentless, global phenomenon that is shaping the worlds economies and profoundly affecting peoples lives. Yet, despite the economic domination of services, there is relatively little formal focus within companies, governments, and universities on service excellence, service research, and service innovation compared to the focus on tangible goods and technologies.The management of educational services has become necessary, due to the fact that competition today has become so severe. Even the best of the students feel they need some professional help. With huge investments in terms of infrastructure, salaries of staff and faculty and the use of self-learning instructional material such as CD-ROMS, these institutions are making the education or teaching option, a highly-attractive one for the young people.The ability to produce and use knowledge has become a major factor in development. In fact, this ability is critical to a nations comparative advantage. Surging demand for higher education in many parts of the world offers developing countries an invaluable opportunity to prepare a well-trained workforce can generate growth in a knowledge-driven economy.Education for the Knowledge Economy (EKE) refers to the World Banks work with developing countries to cultivate the highly skilled, flexible human capital needed to compete in global marketsan endeavour that affects a countrys entire education system.

There are many unanswered questions pertaining to the marketing of educational services , which need some understanding and in order to answer these it is important to understand this relatively new topic , in which little amount of research has been undertaken.In such a scenario one wants to solve this puzzle and filter out a methodology wherein all aspects of knowledge development open up for oneself, ones nation.

ROLE OF INFORMATION TECHNOLOGY IN EDUCATIONTechnology has been a basic force behind many service innovations now taken for granted, such as automated voice mail, interactive voice response systems, Internet-based services, and various smart services, today so many documentation are stored and accessible to one through internet based services, planning of lessons execution becomes much better organised when through these services, it also saves on repeated labour. Advances in information technology are also making it possible for entire suites of services including phone, Internet, video, photography, and e-mail to be available through one device such as the iPhone and similar products. Technology provides an easy way for customers to learn, do research, and collaborate with each other. Today technology is playing a key role in reduction of time, travel, expenditure to name a few. Basically technology is inspirational innovation, each innovation leading to education. It is the key to reach globally. Customer relationship management, sales support, and product information software are broad categories of technology based information that can aid frontline employees (teachers, educators) in providing better service.The peripheral evidences to quality of education is through technology like ease of access, understanding, video conferencing, immediate answering to questions, tutorials. As mentioned competition changes the rule of the game, with technology in education the pace is going to be very fast.Cloud computing would make education movement even faster as well as economical. Technology enables the faculty to share knowledge and ensures that this knowledge is retained within the system, even if some member leaves. The conventional factor of perish ability of education as a service diminishes very slowly with cloud computing.The Social CRM takes even a leap forward to this educational avenue. Looking at the diagram below clarifies the fact that how a new domain of educational socialization can lead to development.

Some clear constraints, paradoxes, and potential negative outcomes as well. Legitimate customer concerns over privacy and confidentiality raise issues for firms as they seek to learn about and interact with their customers online. Nor are all customers equally interested in using technology as a means of interacting with companies. These types of concerns are what have stymied and precluded many efforts to advance technology applications in the Educational Industry and currently Indian Educational Industry is facing this turmoil. Research on technology readiness suggests that some customers are simply not interested in or ready to use technology (Teachers as well as students). Employees can also be reluctant to accept and integrate technology into their work lives for a variety of reasons, including job insecurity and reluctance to embrace change. With technology there is also less human contact which many believe is detrimental purely from a quality of life and human relationships perspective. This in Education is a fundamental phenomenon as human touch, values; expressions cannot be digitalized at all. Finally, from a company perspective, the payback in technology investments is often uncertain and the need to balance technology and human touch in developing relationships with customers can be challenging. Risk is high in this aspect in educational sector.New models and frameworks will be needed to accommodate, predict, and control these Wide spread technology changes. It is also clear that well established engineering, design, and management frameworks may need to be adapted to reflect these influences.The story doesnt end here unless and until the barriers to the trade are taken into account, to mention a few:1. Restriction on electronic transmission of course material.2. Restriction on import of electronically produced electronic material 3. Non recognition of degrees obtained through distant learning.One needs to design a methodology to meet the objectives of trade in education services, to respond to opportunities and challenges arising from trade in education services, To control negative effects such as dominance, exploitation and destabilisation of domestic higher education ,institutions , influx of low quality foreign providers and to achieve common understanding and better coordination amongst different stakeholders for the development of skills to meet short and medium term labour market demands for Strengthening priority areas of growth that will contribute to the socio-economic development of the country for Acquisition and creation of knowledge for Preservation of culture and values of ones mother land .

METHODOLOGY

The methodology for the study would be analytical review of the literature available (A desk study) Questionnaire to the institution, Academician and students associated with this mode would be developed and presented for the study.Yet assurance of honest effort will be made to reach out to some people to find the insight position of the current scenario.

DATA SOURCES AND REFERENCES

1. Conversation and insight provided by my guide- Prof.Shailendra Kumar2. WTO document on trade 3. Barriers to Trade in Higher Education Services: Empirical Evidence from Asia-Pacific Countries.4. FDI in Education in India-Sudhanshu Bhushan5. A consultation paper On Higher education in India and gats: an Opportunity: In preparation For the on-going services negotiations At the WTO6. Marketing of Services Dr. Ravi Shankar7. The Secretarial note on education WTO8. Trade in Higher Education Services: The Implications of GATS By Dr Jane Knight