Abstract

The caselet provides an overview of the Indian education market. It elaborates on the strategies of foreign educational institutions to increase their presence in the educational market in India. The caselet also examines how foreign educational institutions are using various distribution channels to market their services to Indian students.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Distribution channels for educational institutions. and Role of marketing channels during the flow of product (or service) from manufacturer (or service provider) to end-consumer.

Keywords

Global Education Market, Foreign Educational Institutions, Indian Students, Foreign Universities, Foreign Degrees, Higher Education, Middle Class Families, Middlesex University, Information Centers, USEFI, US University Fairs, British Council Offices, British Libraries, Education UK, Indian School of Business (ISB), London School of Economics, Carnegie Mellon University, Franchising Agreements, Wigan & Leigh College, Western International University