Influence Of Guerilla Marketing On Student Enrolment

Abstract

Higher educational institutions in India are recently facing tough competition from every nook and cranny.  When it comes to attracting students, educational institutions use conventional methods of marketing.   Guerilla marketing, an unconventional marketing strategy was successfully used by the business giants like coca-cola, burger king, etc.  This directs to undertake a research work to study whether guerilla marketing will be beneficial for educational institutions. A causal study was undertaken with the help of students’ sample to find out whether unconventional marketing will help to boost students’ enrolment.  The regression analysis suggested that guerilla marketing will be beneficial to the higher educational institutions in India to boost students’ enrolment.  The conceptual model tested in this study will help the higher educational institutions to boost their enrolment.