International Business: Strategic
Alliances in Higher Education
Dr. Gurinder Singh
Pro V.C (I) Amity University,
Director General, Amity International Business School and
CEO, Association of International Business School, London
Mobile : +91-9810705891
E- mail : provci@amity.edu, gsingh@abs.amity.edu
MAJOR FOCUS ON…..
 How to meet the challenges of the highly priced elastic
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market all over the globe.
New methods of approaching customers – Virtual
Approach
Global Recognition - Aligning education with Global
Job Opportunities.
Current recession in the education industry.
How to have strategic alliances with quality institutions
in Asia.
Issues which are very important while entering into the
partnership with Asian countries.
 Market strategies for successful and profitable
market arrangements with Asian institutions.
 Strategies for getting good quality students.
 Brand building exercise.
CURRENT RECESSION
All over the world there is a decline in students going for
higher education.
Reasons:
• Increasing number of drop outs in
schools & colleges.
• Young generation is keen in earning
more than learning more.
 Commercialization, privatization and
globalization.
 Scarcity of money and high cost in getting the
professional education.
 Lack of awareness about the courses which can
enhance their market values.
 Selective recognition by the corporate to
A- GRADE institutions.
 Global recession.
 Asians are still keen to study & do research.
An extensive Research Study has proven that “out of
10 Asian students who get an opportunity for higher
education, abroad, 8 avail it.
MAJOR ISSUES FOR PARTNERSHIP.
 Quality in addition to volume of business
 Financial viability
 Course should be accepted globally.
 Quality corporate networking.
 Value addition
STRATEGIES
 Joint recruitment and programme delivery
 Structured strategic alliances with quality
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institutions.
Virtual class rooms with some international
exposure
Joint ventures
Joint Research and publications
Exchange programs between institutions.
Seminars and workshops with foreign universities.
 Well- structured selection procedures.
 Franchising abroad.
 Simplifying the procedures for enrolling students
with foreign universities.
 Scholarship programs.
 Research Funding- win win strategy
INDIA - A CASE STUDY.
 Every year 100,000 students from India go for
higher education to US, UK & Europe.
 Another 40,000 students go for higher education in
other countries.
OPTIONS AVAILABLE…A CASE
STUDY
 To have strategic alliances with qualitative
institutions in India, where a part of the curriculum
can be delivered in the country and the remaining
part abroad.
 Successful case in India
 Advance Entry Model
 Virtual Model : Pan African Project
 Franchise Model
BRAND BUILDING…..
 Value addition for students.
 International exposure.
 Successful international marketing operations.
 Placement to students.
 Promotional program by institutions.
 Workshops and seminars by institutions.
Accessibility of service depends
upon…...
 The number and skills of the persons associated with
providing the core, facilitating and supporting
services.
 Office hours, class and seminars schedules, time used
for other services.
 Ambience.
`
 Tools and equipment used.
 Number, quality and aptitude of students.
 Interaction between the students, environment of the
institute and other sub-systems.
Guidelines for effective
promotion...
 Create clear and simple messages.
 Emphasize service benefits.
 Make realistic and attainable promises.
 Build on word of mouth communication and referrals.
 Provide tangible clues in terms of certification,
records, etc.
Placing decision of educational
services...
Major factors affecting are:
 what is the market demand? Will the purchase
of service be negated if the institution is not
conveniently located?
 What are the competitive alternatives available?
 How effective are the supportive
services(transportation, health centers,
 food joints etc.) located with the institution?
BARRIERS TO USE PROMOTIONAL
TOOLS
FOR
EDUCATION
EFFECTIVELY

Most educational institutions are
product oriented rather than market or
student oriented.

Professional and ethical
considerations may prevent the use of
certain forms of promotion.
 The nature of competition
 The nature of consumer attitudes
GUIDELINES
 Create Clear Simple Messages
 Emphasize Service Benefits
 Make Realistic, Attainable Promises

Build on Word of Mouth
Communication and Referrals

Provide Tangible Clues

Develop Continuity in Advertising