World Development Report 2004: through the lenses of Marketing of Education Service in India
Dr. Amalesh Bhowal,Professor, Department of Commerce, Assam University.
E-mail: amalesh_b1@rediffmail.com
1.1 Introduction:
Article 10, contained in the Declaration On The Responsibilities Of The Present Generation Towards Future Generations, mentions that “The present generations should ensure the conditions of equitable, sustainable and universal socio-economic development of future generations… Education is an important instrument…”
There is a new looking at the world of education using the lenses of marketing. Evidence is the General Agreement on Trade in Services (GATS). It aimed at deregulating international markets in services, including education. Corollary: Education is a commodity too which can be traded; in other words, there exists ‘Educational Service Market. To operate in that market, we need Principles and Theories for Marketing of Education Service.] “The idea behind these principles is the creation of a open, global market place where services, like education, can be traded… GATS covers the educational services of all countries whose educational systems are not exclusively provided by the public sector, or those educational systems that have commercial purposes.”
More and more young people are choosing non-traditional education to start and advance in their careers while completing and furthering their formal education. “Typical distance learners are those who don’t have access to programs, employees who work during scheduled class hours, homebound individuals, self-motivated individuals who want to take courses for self-knowledge or advancement, or those who are unable or unwilling to attend class” (Charp, 2000, p. 10). Three key elements surround the online learner: technology, curriculum, and instructor (Bedore, Bedore, & Bedore, 1997). These elements must be keenly integrated into one smoothly and operationally functional delivery tool.
While an online method of education can be a highly effective alternative medium of education for the mature, self-disciplined student, it is an inappropriate learning environment for more dependent learners. In order to successfully participate in an online program, student must be well organized, self-motivated, and possess a high degree of time management skills in order to keep up with the pace of the course. For these reasons, online education or e-learning is not appropriate for younger students (i.e. elementary or secondary school age), and other students who are dependent learners and have difficulty assuming responsibilities required by the online paradigm. Read more...
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