Mahajan P T Golahit

Appealing diversified enrollments: A Holistic Marketing and Promotion Mix for Technical Education

Keywords: Enrollments, Segmentation, Promotion Mix, Holistic Marketing, Technical Education

The survey is delimited to the enrollments of technical education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India.

Practical implications

This article provides relationship of promotion mix & diversified characteristics of enrollments on institutional choices. Different communication strategies of promotion mix can be used based on diversified characteristics (segmentation) of enrollments to attract enrollments. The paper represents new form of promotion mix of educational service, that affects students' decision in selecting their technical educational institute.

ABSTRACT Purpose

Modern history has shown that only those countries, which could acquire capability to develop and apply science and technology, have found great success to grow their wealth and improve living conditions of their population. Technical education in India contributes a major share to the overall education system and plays a vital role in the social and economic development of the nation. There is a rapid growth of technical education in last decade in terms of the no. of institutes and intake capacity in India, however, institutes failed to attract enrollments which observed noticeable gap in between the actual no. of enrollments and intake capacity. In the year 2015-16, 46% of seats were vacant in Technical Education in India. The purpose of this paper is to highlight the influence of promotion mix on diversified enrollments in selecting institute of Technical education.

Design methodology

A qualitative research by a survey (through a structured questionnaire) of students who are presently enrolled (Current-students) and those who have completed their study (Post-students) belonging to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the North Maharashtra University, Jalgaon.

Findings

The study found that diversified characteristics of enrollments are related with the promotion mix of TE institute in selection of technical educational institute. This study investigates the usefulness of school visits, institution publications, websites, campus visits, word-of-mouth (friends, alumni, school teachers), advertisements (radio, television, magazines) and events on campus, as a tools of promotion mix. Social Networking and Institute's Website are the emerging tools of promotion mix in selection TE institute in Khandesh Region.

INTRODUCTION

Technical education is a basic and essential input for national development and for strengthening of the industry, economy and ultimately improving the quality of life of the people.

It has made a significant contribution to India's economic development. Technical Education contributes 23% in terms of enrollments in higher education in India [1]. The program which have advanced the country and diversified and augmented its production since independence are largely because of the man power produced by technical institution of the country. Technical education contributes substantially to the socio-economic development of the country [2]. The economic growth of a country largely depends on technological improvements and on its scientific and technical manpower. Technical education, therefore, has a crucial role in speeding up the country's industrial development. It provides one of the most potent means for development of skilled manpower as required by various sectors in the country's economy. India possesses Asia's oldest, largest and most diverse infrastructure for scientific and technical training that has made important contributions to the country's scientific and industrial development [START_REF] Dasgupta | Urban Affairs and Employment[END_REF].

Literature showed, historically, institutes & universities have been extremely slow in adapting to societal change [START_REF] Smith | Marketing Planning for Colleges & Universities[END_REF]. [START_REF] Kotler | A Generic Concept of Marketing[END_REF], has an argument that marketing is a generic concept applicable to all organizations (not just profit seeking business corporations), various sectors of our society have "discovered marketing" [START_REF] Kotler | A Generic Concept of Marketing[END_REF]. While laggards to the adoption of a marketing orientation, many universities have now adopted the conscious practice of strategic marketing [START_REF] Kotler | Strategic Planning for Higher Education[END_REF]. Because marketing and strategy are not at the top of the administration's things-todo list, many institutes find themselves in reactive positions to repair damages left from their inability to adjust. Whether it is higher education or business, the strategic framework should be underpinned by the same characteristics: reflective, innovative, brand supportive dominant logic and exceptional capabilities [START_REF] Beverland | Industrial global brand leadership[END_REF]. According to Darrell Norman Bureell, Brain C, [START_REF] Bureell | Competitive Marketing and Planning Strategy in Higher Education[END_REF], the most successful institutes will be those that can do strategic marketing planning carve out niches and fulfill needs of students by adding valuable services that will drive students to the institution [START_REF] Bureell | Competitive Marketing and Planning Strategy in Higher Education[END_REF]. Part of this planning will include investment in advertising and marketing initiatives aimed at developing institutional brand names and student prospect leads. Growth in this climate will be hinged on organizational changes that support environment that is market driven and sales oriented. Because today's students have so many choices, enrollment personnel will have to become more skilled at selling prospective students on the benefits of their institution over another [START_REF] Levine | The future of colleges: 9 inevitable Changes[END_REF]. Johnson and Jones (2006), in 'Declining Interest in Engineering Studies at a Time of Increased Business Need', have stated that the area of concern in the engineering education pipeline is the lack of diversity in the student population [START_REF] Wayne | Declining Interest in Engineering Studies at a Time of Increased Business Need[END_REF]. They suggested to expand pre-college efforts at attracting women into the engineering education pipeline and enhance the public understanding of engineering and its contributions to society. P.B. Sathivel (2003) see demographic variable like type of institutions, gender of respondents, size of institutions, age of institutions and commitment of top management and its leadership as major factor in attracting the prospective students [START_REF] Sathivel | TQM Implementation and students' satisfaction of academic performance[END_REF].

He also emphasis on some value based education services like customer focus, course delivery, communication, campus facilities learning environment as major factors. [START_REF] Kelley | Marketing for non-profit organizations -Introduction[END_REF]2) believe that promotion is an element sometimes overlooked by non-profit organizations [START_REF] Kelley | Marketing for non-profit organizations -Introduction[END_REF]. The increasingly competitive higher education market, which began decades ago and continues today, has more recently pushed colleges and universities to evaluate their identity and their image, establish what their strengths and weakness are, and develop a clear mission and vision that reflects organizational identity and aspiration as colleges and universities develop strategies for positioning or repositioning themselves [START_REF][END_REF].

PROMOTION MIX AND HOLISTIC MARKETING

Promotion is a process of communication between an institute and service user with an aim to create a positive attitude on services, which leads accepting services. An effective communication understands that the institute knows students' needs and wishes. The marketing communicator must make the following decisions [START_REF] Kotler | Strategic marketing for educational institutions[END_REF]: (1) identify the target audience, (2) clarify the sought response, (3) develop a message, (4) choose the medium or media, (5) select source attributes, and (6) collect feedback. Lamb et al. (2004:466) describe the promotional strategy as a plan for the optimal use of the elements of promotion, namely advertising, sales promotion, publicity and personal selling [START_REF] Kotler | Strategic marketing for educational institutions[END_REF]. Higher education institutions are making use of radio, television, newspapers, buses, taxis and open days as well as more professional brochures and promotional material as vehicles for communication Higher education institutions are the senders, while the receivers of the message are the potential students, existing students, parents, employers or alumni. The most popular communication/promotion objectives are general image enhancement and awareness of the institutions [START_REF] Kittle | Institutional advertising in higher education[END_REF]. [START_REF] Kotler | Strategic marketing for educational institutions[END_REF] view that Higher education institutions need to select a medium that will attract attention, arouse interest and present the message clearly. Higher education institutions need knowledge about the language of the prospective students, knowledge of forms of communication and general background information about the prospective students in order to encode successfully. [START_REF] Laurer | Advancing higher education in uncertain times[END_REF] suggests that institutions must coordinate all the promotional elements so that they meet the needs of students and parents who will pay for their products and services [START_REF] Laurer | Advancing higher education in uncertain times[END_REF].

As Technical Education (TE) in India is turning more competitive, it has become necessary for TE institutions to engage in strategic marketing. More than promotional activities, strategic marketing involves to draw students toward the institution; it should also include market segmentation and positioning [START_REF] Cann | Key elements of a successful drive toward marketing strategy making[END_REF]. The reason why segmentation is important and timely is that universities and institutes are currently struggling with how to best serve their learners in the face of declining financial resources, increased calls for accountability by Government, increasing competition among institutions and more discerning students, particularly those referred to as the 'millennials' [18].

The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. Holistic marketing recognizes that "everything matters" with marketing-and that a broad, integrated perspective is often necessary. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and social responsibility marketing [START_REF] Kevine | Holistic Marketing -A broad, Integrated Prospective to Marketing Management[END_REF].

Internal marketing

Internal marketing refers to the process of planning and executing marketing activities aimed at the creation and improvement of exchange processes within the organization. The goal of internal marketing is to accomplish the organization's objectives and communication processes in a more efficient and effective way [START_REF] Lamb | Marketing management[END_REF]. Internal marketing ensures that the promises made by the marketing function of TE institutions to external markets are delivered. For internal marketing to be effective and function properly, various process is needed: exchanges between the institutions and their staff & current-students, exchanges between top management and the departments, exchanges between different departments, and exchanges between the department and currentstudents and alumni. In internal marketing communication flows, vertically as well as in horizontal directions. In addition, [START_REF] Ahmed | Internal Marketing and the Mediating role of Organizational Competencies[END_REF] propose the concept of IM mix or set of controllable instrument inside the organizational that can be used effectively to influence employees so that they are motivated and acted in customer-oriented fashion [START_REF] Ahmed | Internal Marketing and the Mediating role of Organizational Competencies[END_REF]. Lamb et al. (2004:323) express that opinion that relationship selling emphasizes a win-win situation and the accomplishment of mutual objectives that benefit both the buyer and seller in the long-term.

Integrated marketing

Integrated marketing communications (IMC) is an expansion of modern and traditional

marketing strategies, to optimize the communication of a consistent message conveying the company's brands to stakeholders [START_REF] Kitchen | Integrated marketing communications: Making it work at a strategic level[END_REF]. Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer [START_REF] Belch | Advertising and promotion: An integrated Marketing communications perspective[END_REF]. Integrated marketing communication enables all aspects of service mix to work together in harmony to promote institute's service effectively among end-users.

External marketing

Bansal & Sharma, (2001) attempt to develop and sustaining an organizational culture that emphasizes internal customer well-being as a means to attract and retain external customer patronage. Once internal marketing processes are completed, institute starts to use external marketing communication, which extends from the organization to the customer, and this includes promotional tools such as advertising, sales promotions, public relations and direct marketing [START_REF] Bansal | The Impact of Internal Marketing Activities on External Marketing Outcomes[END_REF].

These tools are discussed briefly as below;

Personal Selling: Personal selling is a paid communication, which normally calls for a personal and often one-to-one contact between the organization and customer [START_REF] Machado | Marketing for entrepreneurs[END_REF]. It is the most effective way of oral or face-to-face communication. Here staff or faculty of institute acts on the behalf of the institute and interact with the family of the students or teachers of schools. Staff can interact with families, students and school teachers through career counselling seminars arranged in schools. Even education fairs can take a form of personal selling where the representative of the institute interact with the visitors. However, this form is economically useful when the institute think that its customers are in the near and surrounding region. Customers on large scale cannot be targeted. But this form creates a positive influence on the customers.

Sales Promotion: Sales promotions can be described as all the activities, methods and incentives designed to speed up the response from customers [START_REF] Strydom | Marketing management[END_REF]. Institutes sales promotional activities includes fee concessions, loan facilities, medical and insurance, fee installments, scholarships etc. This form is frequently used to attract economically backward students and to attract talents. Institute also take support of Facebook, twitter, LinkedIn and social blogs to maintain their relations with the customers of technical education. It is the responsibility of the public relation officer to maintain good relationships with the education departments of government, principals of schools, school teachers, society, press and alumni, because they are role-players that can influence the institution's selection process. According to Jones (2002:58), open days, social events and winter or summer schools are all used by higher education institutions with great success to improve and maintain the relationship [27].

Advertising: It is paid and impersonal form of promotion to attract mass customers. Advertising can also supply information on price, guarantees and performance evidence [START_REF] Kotler | Principles of marketing[END_REF]. Advertising can be defined as impersonal, paid, one-way mass communication about the service product of an organization used to reach the target market and fulfil the organization's overall goals (Lamb et al., 2004:467). All customers can be targeted through radio, TV or print media advertisement through mass communication. It is created to develop attitudes, create awareness. It also includes outdoor advertising. Institutes use banners and hoardings, TV advertisement on local channels and cinema hall, audio advertisement on radio or bus stand to promote themselves. Not many TE institutes advertise on television, because it is expensive and reaches to a general audience.

Sponsorship: Sponsorship is the paid association for an event, program or for a cause. Lagae defines sponsorship as 'a business agreement between two parties. The sponsor provides money, goods, services or know-how. In exchange, the sponsored party (individual, event or organization) offers rights and associations that the sponsor utilizes commercially' [29]. Sponsoring events is a great way for companies to promote their brands, logos and products. Social responsibility is a factor of why companies get involved in sponsorship. Sponsorship of schools can help boost the reputation of a company in its given community. This will give a caring and socially responsible image to the consumers [START_REF] Jobber | Principles and Practice of Marketing[END_REF]. It creates social impact on community. Institutes sponsors sports event, cultural nights, technical symposium or competitions; even they sponsor social events like health & medical camps, education fairs, cleanliness drive etc. Attributes of such events are then associated with sponsored institutes. TE institutes use sponsoring programs to improve goodwill, enhancing image, increase awareness, staff and student's recruitment and to create competitive advantage.

Publicity: It is non-paid form of promotion which may be due to the customers 'word of mouth' with the other customers or with the community. Institute's best publicity is through the news published in the newspapers. It creates a huge impact on customers as well as on community. TE institutes can make use of public relations and publicity, not only to maintain a positive image but also to educate the public about the institutions' goals, objectives, introduce new programs. [START_REF] Chester | EDU Internet strategies to market higher education organizations[END_REF] believes the new tool that higher education institutions must make use of is writing press releases or articles that will be highly visible on search engines like Google [START_REF] Chester | EDU Internet strategies to market higher education organizations[END_REF]. Publicity is directly related to the attitude of institute towards its service and the satisfaction of the customers towards the service delivered. Institute that delivers quality service and have satisfied customers are more likely to get positive publicity. Institutes have now started to follow social networking (Facebook, twitter, LinkedIn) for their publicity. More likes, more followers; more favorable the institute is.

Direct Marketing through E-mail, SMS and Telephonic Communication: Direct marketing is defined as the use of mail, telephone, fax, e-mail and other non-personal tools to communicate directly with specific consumers to obtain a direct response [START_REF] Du Plessis | Buyer behavior: A multi-cultural approach[END_REF]. This form of promotion used when the institute has known customers with the database of customer. Institute design highly focused communication with highlighting features. Institute can even negotiate on the financial aspects.

Social and Digital marketing: Webpages and brochures must be user-friendly and reflect the image of the institution. Students are making use of search engines as a tool for finding higher education institutions [33]. The terms "social" and "digital" refer to the use of both social media and digital marketing more generally, and include the role of effective and intuitive websites. Institutes are making greater use of social media and digital platforms like Twitter, Facebook, YouTube, and podcasts to market their programs, while website design and interface is proving a crucial component in how institutes present themselves to prospective students. The latest poll indicated that 100 percent of respondent institutions are now using some form of social media -but there is no reliable data on how effective the use of such tools are in terms of enrollment or elevating institutional value [START_REF] Barnes | Social Media Adoption Soars as Higher-Ed Experiments and Reevaluates Its Use of New Communications Tools[END_REF].

Relationship marketing

It is a key goal of marketing is to develop deep, enduring relationships with all customers of TE that could directly or indirectly affect the success of the institute's marketing activities.

American Marketing Association (AMA) defines relationship marketing as Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.' As per [START_REF] Morgan | The commitment-trust theory of relationship marketing[END_REF]; 'RM refers to all marketing activities toward establishing, developing, and maintaining successful relational exchanges' [35]. TE institutes through relationship management seek to create new value for its customers and then share it with other customers. Relationship management represents continuous cooperative effort between the institutes and students, parents, schools, alumni and community. It can be seen from bar-chart that mean of female responses on the influence of all promotion mix is higher than male students which indicates that female students have more influence of promotional mix in selecting TE institute than male students.

Conceptual framework of Holistic marketing and Promotion Mix

Descriptive statistics of influence of promotion mix on Native Place in selecting TE Institute.

Bar-chart 2 represents mean of responses given by students residing in District, taluka and Village place on promotion mix which influenced them in selecting TE institute. There is a relationship between native place of students and influence of promotional mix on them in selecting TE institute. Banners/Hoardings (F-value= 5.43, p-value= 0.005), Face-to-face counseling (F-value= 4.64, p-value= 0.010), Educational fairs (F-value= 9.46, p-value= 0.000), Brochure/leaflet (F-value= 4.21, p-value= 0.015), Sponsorship Programs (F-value= 9.94, p-value= 0.000) are significant at 0.05; as p<0.05 for all these promotional mixes and hence their influences are related to the native place of students. The strength of relationship can be measured by F-value, which is high for Educational fairs, Sponsorship Programs & Banners/Hoardings which indicates that these promotional mixes are highly associated with their Native Place.

However, based on the same test, there is no difference in the responses given by students residing in District, taluka and Village place on the influence of Visual/Air Media (p=0.223), institute Website (p=0.082) and Publicity (p=0.062), where p value is >0.05. We reject H1 for these influencers.

It can be seen from bar-chart 2 that Banners/Hoardings (mean=2.67) have created much impact on Village students than the District (mean=2.10) and Taluka students (mean=2.84).

Similarly, Face-to-face counseling, Educational fairs, Brochure/leaflet and Sponsorship Programs for which mean of responses belonging to Village students is higher than the mean of students belonging to District and Taluka place which shows Village students are more influenced by these promotional mixes than District and taluka students in selecting TE institutes.

Descriptive statistics of influence of promotion mix on Technical Program in selecting TE

institute.

Bar-chart 3 shows mean of responses given by students admitted in Engineering, Management and Pharmacy on promotion mix which influenced them in selecting TE institute. Their enthusiasm will additionally motivate the teachers, professors, to improve their services. In addition, alumni can be generous donors and promoters of a faculty, and in that way students influence the attitudes and behavior of the remaining part of university public/ partners. Promotion, and especially promotion that provides a value service, can play a great part in increasing the visibility, prestige and status of institutes. The success key is to provide services to sources of prestudents, current-students, alumni and schools who in return through word of mouth marketing, make an effective marketing and public relation at low-cost. The most successful promotional efforts in the future will involve alumni and parents in developing promotional programs and generating publicity themselves with gentle oversight from the campus. Social media (engagement through Facebook pages, LinkedIn) is an important part of alumni, current-students and prestudents' engagement. It's a means to stay connected for long way and forever. The other source of low-cost of promotion is publicity. Publicity can be effortless when the institutes are in focus with their services, campaign, sponsorship programs and social activities through media; may be print or visual. Institute website can act as mirror image for the institute. It is a primary source and can be impressive source through creative design, informative stats and the depth of engagement.

As one can now tell these are not futuristic and farfetched predictions. All the areas discussed already exist at numerous institutions. Yet change with technology is difficult especially in TE institutes. Trustees need to accept new forms of promoting an institution and a holistic marketing approach by developing relationships and bonds with the community as their customer. Emerging trends related to higher education marketing suggest that there are numerous methods of recruiting and engaging with students, including institutional websites, mobile marketing, and social media, among others. As such, it is a crucial time to create an integrated branding and marketing approach that ties together these various approaches.

Today's marketing automation tools work to integrate a variety of effective TE communications -email, content marketing, social media marketing, landing pages, and comprehensive analytics -in order to perform a wide range of functions. Through marketing automation, institutions can capture and leverage a wide range of student data to develop more personalized communications throughout the entire student lifecycle; pre-students to currentstudents to post-students.

  Communication of this form can be made through advertisement or distributing leaflets or brochures. Public Relations: Strydom et al. (2000:350) define public relations as management through communication or perception, and the strategic relationship between an organization and its internal and external public. Public relations can be defined as a deliberate, planned and sustained efforts to establish or to maintain mutual and understanding between the institute and the customers to develop core values of the institute. This may be in between; staff-alumni, institutealumni, staff-schools & teachers, institute-schools and teachers or institute-community. It creates, develops and maintains positive image of the institute which is very effective tool of promotion in era of competition. Institute do arrange social programs like health & medical campus, cleanliness drive, tree plantation, computer literacy programs to develop public relation with the community.

(

  Fig 1: Holistic Marketing and Promotion Mix, Self-Creation through Literature Review) 4. RESEARCH METHODOLOGY The objective of this research was to find out people's influence, which is a referred group for a student, on the geographic and demographic characteristics in selection of technical educational institute for a student. A qualitative research through a survey was made. It comprised of a structured questionnaire sent through e-mail to the current-students enrolled and passed-out students (alumni) belonging to the technical institutes affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by n=Z 2 (p)(1-p)/e 2 ; where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of Population N. For p = 90%, 'n' comes out to be 553. However, sample size of 655 was selected by quota sampling from technical institutes offering different programs in engineering, pharmacy and management & different students (Current as well Post-students) based on their location of native place, gender, father's qualification, occupation and income and technical educational program. The questionnaire comprised of geographic and demographic factors of students with questions measuring influencers impact on the selection of technical institute on a scale ranging from 0 to 5, where value zero, was no influence at all and value five, was most influence. The characteristics of the sample is described as below;

INTERPRETATION AND FINDINGS Descriptive statistics of influence of promotion mix on Gender in selecting TE institute.

	By Gender
	Male: 447;	Female: 208
	By Native Place
	District: 162;	Taluka: 278;	Village: 215
	By Technical Educational Program
	Engineering: 486;	Pharmacy: 112;	Management: 57
	By Institute's Location District: 54; Hypothesis H1: Promotion mix which influences the selection of TE institute is associated with Taluka: 578; Village: 23 diversified students. Media Banners/Hoa rdings Institute Website Social Networking Face-to-face Counseling Educational Fairs Brochure/ Leaflet Sponsorship Program Publicity MANOVA for Gender by Wilks' Gender F-value 1.95 2.16 20.51 17.99 10.55 7.65 6.02 5.50 5.25 F-value= 3.3 5. DATA Visual/Air p -v a l u e 0.163 0.142 0

.000 0.000 0.001 0.006 0.014 0.019 0.022 p-value= 0.010

	5
	4.5						Bar-chart 1
	2.5 3 3.5 4	2.385	2.1767	2.519	2.2998	3.245	2.5861	3.188	2.5593	2.861	2.3468	2.793	2.3669	3.014	2.6555	2.726	2.3579	3	2.6465
	2
	1.5
	1
	0.5
	0
		Visual/Air Media	Banners/Hoardings	Institute Website	Social Networking	Face-to-face counseling	Educational Fairs	Brochure/Leaflet	Sponsorship Program	Publicity
		Table 1:		Cells contains F-value & p-value obtained from One-Way ANOVA calculated from
					Minitab17: Figures in bold are significant at 0.05. (p <0.05; confidence level 95%
		Bar-chart 1 represents mean of responses given by Male and Female on promotion mix
	which influenced them in selecting TE institute. Table 1 shows MANOVA calculated for all
	responses combined is significant at 0.05 i.e. p =0.010<0.05 with F-value 3.3. Hypothesis H1 is
	accepted for factor, gender. This means, there is difference in between male and female students
	in accepting 'Promotion Mix' as an influencer. Male and Female responses are not same on at least
	for one promotion mix.
		Table 1 shows F-value and p-value of gender-wise responses on Promotion Mix in the
	selection of TE institute, calculated with On-Way ANOVA by Minitab 17. There is a relationship

: Mean of Promotion Mix Genderwise

	between Gender and influence of promotional mix; Institute Website (F-value= 20.51, p-value=
	0.000), Social Networking (F-value= 17.99, p-value= 0.000), Face-to-face counseling (F-value=
	10.55, p-value= 0.001), Educational fairs (F-value= 7.65, p-value= 0.006), Brochure/leaflet (F-
	value= 6.02, p-value= 0.014), Sponsorship Programs (F-value= 5.50, p-value= 0.019) and
	Publicity (F-value= 5.25, p-value= 0.022); which is significant at 0.05; as p<0.05 for all these
	promotional mix. The strength of relationship can be measured by F-value, which is high for
	Institute Website, Social Networking, Face-to-face counseling and Educational fairs, which
	indicates that these promotional mixes are highly associated with the gender.
	Female	Male

However, based on the same test, there is no difference in gender (male & female) on the influence of Visual/Air Media (p=0.163) and Banners/Hoardings (p=0.142), where p value is >0.05. We reject H1 for these influencers.

Table 2 shows

 2 MANOVA calculated for all responses combined is significant at 0.05 i.e. p =0.002<0.05 with F-value 2.252. Hypothesis H1 is accepted for native place. This means, there is difference in between students residing in District, Taluka and Village place in accepting 'Promotion Mix' as an influencer. Responses of these students are not same on at least for one promotion mix.

			Visual/Air	Media	Banners/Hoa	rdings	Institute	Website	Social	Networking	Face-to-face	Counseling	Educational	Fairs	Brochure/	Leaflet	Sponsorship	Program	Publicity	MANOVA for Gender by Wilks'
	Native	F-	1.5	5.43	2.51	2.49	4.64	9.46	4.21	8.94	2.79	F-value=2.252
	Place	value
		p -	0.223 0.005 0.082 0.084 0.010 0.000 0.015 0.000 0.062	p-value=0.002
		value
	Table 2:		Cells contains F-value & p-value obtained from One-Way ANOVA calculated from
				Minitab17: Figures in bold are significant at 0.05. (p <0.05; confidence level 95%

  Table2shows F-value and p-value of responses of students as per their native place on Promotion Mix in the selection of TE institute, calculated with On-Way ANOVA byMinitab 17.

Mean of Promotion Mix Vs Native Place

	5
	0 0.5 1 1.5 2 2.5 3 3.5 4 4.5	2.062	2.241 Visual/Air Media	2.381	2.105	2.58 Bar-chart 2: District 2.506 2.284 2.773 2.784 2.679 2.986 2.916 Banners/Hoardings Institute Website Social Networking Taluka Village	2.13	2.579 Face-to-face counseling	2.707	1.981	2.59 Educational Fairs	2.781	2.451	2.799 Brochure/Leaflet	2.972	1.988	2.507 Sponsorship Program	2.8	2.463	2.86 Publicity	2.851

Table 3 shows

 3 MANOVA calculated for all responses combined is significant at 0.05 i.e. p =0.000<0.05 with F-value 3.241. Hypothesis H1 is accepted for Technical Program. This means, there is difference in between students admitted in different Technical Program in accepting 'Promotion Mix' as an influencer. Responses of these students are not same on at least for one promotion mix.

			Visual/Air	Media	Banners/Hoa	rdings	Institute	Website	Social	Networking	Face-to-face	Counseling	Educational	Fairs	Brochure/	Leaflet	Sponsorship	Program	Publicity	MANOVA for Gender by Wilks'
	Technical	F-	0.39	0.83	9.86	5.09 13.33 4.91	4.3	5.65	4.66	F-value= 3.241
	Program	value
		p -	0.676 0.436 0
		value

.000 0.006 0.000 0.008 0.014 0.004 0.010 p-value= 0.000

	(Table 3:	Cells contains F-value & p-value obtained from One-Way ANOVA calculated from
		Minitab17: Figures in bold are significant at 0.05. (p <0.05; confidence level 95%)

Table 3

 3

	is presented with F-value and p-value of responses of students admitted in different
	technical programs; engineering, management and pharmacy, on their influence of Promotion Mix
	in the selection of TE institute, calculated with On-Way ANOVA by Minitab 17. There is a
	relationship between such students who differs by technical program and influence of promotional
	mix on them in selecting TE institute. Institute website (F-value= 9.86, p-value= 0.000), Social
	Networking (F-value= 5.09, p-value= 0.006), Face-to-face counseling (F-value= 13.33, p-value=
	0.000), Educational fairs (F-value= 4.91, p-value= 0.008), Brochure/leaflet (F-value= 4.3, p-
	value= 0.014), Sponsorship Programs (F-value= 5.65, p-value= 0.004) and Publicity (F-value=

: Mean of Promotion Mix Vs Technical Program

  -value= 0.010) are significant at 0.05; as p<0.05 for all these promotional mixes and hence their influences are related to the students admitted in different Technical Programs. The strength of relationship can be measured by F-value, which is high for Face-to-face Counseling & Institute Website which indicates that these promotional mixes are highly associated with types of Technical Programs.However, based on the same test, there is no difference in the responses given by students differed by type of Technical Program on the influence of Visual/Air Media (p=0.676), Banners/Hoardings (p=0.436), where p value is >0.05. We can reject H1 for these influencers.Students admitted in Management program are highly influenced by Education Fairs, Institute Website followed by the Pharmacy and Engineering students.

	Engineering 4.66, pDescriptive	Management	Pharmacy

statistics of influence of promotion mix on Location of Institute in selecting TE institute.

	Brochure/Leaflet (mean=2.827) than the students belonging to institutes located at District and
	Village.
	4.5 5									Bi-chart 4:
	2 2.5 3 3.5 4	2.111	2.284	1.522	2	2.433	1.652	2.667	2.822	2.435	2.667	2.756	3.043	2.481	2.531	2.043	2.185	2.563	2.391	2.537	2.827	1.87	2.278	2.51	2.043	2.722	2.798	1.87
	1.5
	1
	0.5
	0
			Visual/Air Media			Banners/Hoardings			Institute Website			Social Networking			Face-to-face counseling			Educational Fairs			Brochure/Leaflet			Sponsorship Program			Publicity
	Bar-chart 4 shows mean of responses given by students admitted in institutes located at District, Taluka and Village on promotion mix which influenced them in selecting TE institute. Visual/Air Media Banners/Hoa rdings Institute Website Social Networking Face-to-face Counseling Educational Fairs Brochure/ Leaflet Sponsorship Program MANOVA for Publicity Gender by Wilks'
	of Table 4 shows MANOVA calculated for all responses combined is significant at 0.05 i.e. p value Location F-2.21 3.42 0.69 0.36 0.74 0.94 3.86 1.01 2.83 F-value= 2.259
	Institute =0.002<0.05 with F-value 2.259. Hypothesis H1 is accepted. This means, there is difference in p -0.110 0.033 0.501 0.695 0.480 0.392 0.021 0.365 0.060 p-value= 0.002
				value
	(Table 4: between students admitted in institutes located at District, Taluka and Village in accepting Cells contains F-value & p-value obtained from One-Way ANOVA calculated from Minitab17: Figures in bold are significant at 0.05. (p <0.05; confidence level 95%)
	'Promotion Mix' as an influencer. Responses of these students are not same on at least for one
	promotion mix. Students admitted in different location of institutes have different opinions on However, there is no difference among the students differed by location of their institutes
	accepting Banners/Hoardings (p-value=0.033, F-value=3.42) and Brochure/Leaflet (p-on the influence of Visual/Air Media (p=0.110), Institute Website (p=0.501), Social Networking
	value=0.021, F-value=3.86) as an influencer in selecting TE institute. Students belonging to (p=0.695), Face-to-face Counseling (p=0.480), Educational Fairs (p=0.392), Sponsorship Program
	institutes located at Taluka have more impact of Banners/Hoardings (mean=2.433) and (p=0.365), and Publicity (p=0.060) where p value is >0.05. We can reject H1 for these influencers.
	6. SUMMARY OF FINDINGS

Mean of Promotion Mix Vs Location of Institute

  It is found that female students, search and analyze all sources of primary information available through promotional activities. Institute website, social networking sites, face-toface communication, education fairs, institute's print material, sponsorship and publicity programs have influenced them in selecting institute of TE of their choice. This is may be for, backing-up their decision and to convince their parents and family for the decision which is essential in case of female. It is surprising that, instead of less infrastructural facilities, rural students (belonging to village) are keen to search and gather information from institute websites and social networking sites. Villages students have considered all sources of promotion mix as well as they are influenced from these sources.It is important to know institute's strongest influencers and the customers of technical education, so that the institute can create a communication and promotional strategy that incorporates them into the outreach process. Technical Educational (TE) institutions need to communicate effectively with their target groups. TE institutes must inform students and parents about its brand, program offered, its goals, service activities facilities available, campus life and culture and offerings and should motivate them to take an interest in the institution. Everything and everybody in an institution shall have a responsibility of communicating all information related to institute. While some prospective students share similar characteristics but most of them are not similar in gender, age, geographical location, parent's income etc. Students with similar characteristics can be grouped and can be yielded for definable segments. Technical Education (TE) institutions communicate with various groups (students, parents, donors, employees and community), whose interests vary. Schools, universities and other educational institutions are interested in achieving understanding and sympathy of the public. The public, particularly, can affect attitudes and behavior of other members of external environment through an institution.

	District  7. CONCLUSION	Taluka	Village

 Management students are influenced by all the promotional activities of institute ahead of engineering and pharmacy students. Engineering students are less influenced by the promotional mix, this means that they are searching new sources.  Institutes who are placed in villages are concentrating only on social networking. They are lagging in other promotional mix. Institutes placed in urban are strong in their publicity program than the others. Institute those who are placed in urban area are strong in face-toface interactions, website and print materials.

Data Source: Government of India (website:http://mhrd.gov.in/statist).

Educational Statistics at a Glance (2016).

Published By: Government of India, Ministry of Human Resource Development, New Delhi.


Mahajan P T Golahit

e-Promotion; A Revolution in Technical Education Evolution

Keywords: Enrollments, e-Promotion, Promotion Mix, Satisfaction, Technical Education

Despite of increasing pressure related to enrollment in Technical Education, some Institutes of Technical Education, successfully have taken on a corporate mentality to attract and retain highquality students through their e-Promotion. Successful branding and marketing strategies have become most important for the Institutes of Technical Education to appeal to a growing and diversified student and to differentiate from competitors. Effective branding can be helpful in increasing enrollment and in developing relationships and bonding. This article explores internet based promotions that Technical Education institutes have focused on branding and marketing initiatives and its influence on the students in selecting institute. It also focuses on effectiveness of internet based promotions. The research study showed that Institute Website and Social Networking are the most influential promotion tools for making their decision of selection than the other traditional promotion tools. In addition, these tools are reported to be very powerful and effective in making satisfaction of decision of selection which is highly associated with such a promotion tools.

More surprisingly, it is found to be productive in the rural area. This article presents an adaptation of established qualitative research methods by a survey (through a structured questionnaire) of students who are presently enrolled (Current-students) and those who have completed their study (Post-students) belonging to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the North Maharashtra University, Jalgaon. The survey is delimited to the enrollments of Technical Education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India.

I. INTRODUCTION

The Internet has had a transformative impact on the way that knowledge is generated, shared and consumed. Use of Internet Marketing techniques in Technical Education to attract and engage students is relatively new. Most of research revealed that students are seeking information on college web sites. In recent years, branding and marketing in Technical Education have significantly changed in in terms of internet based promotion (e-Promotion), with an increased external engagement and communication. There are a large number of students who are considering attending college, and colleges need to market themselves effectively to attract the students they most want [1]. Because of the instant access to important information through Internet search engines and a prospective student that frequently uses the Internet, colleges are viewed by students online and increasingly less verbal or face-to-face interaction takes place. These anonymous potential students may proceed through most of the admissions steps from a distance and many even prefer to apply electronically and avoid direct interaction with admissions staff [2]. For higher education institutions relationship marketing involves building and maintaining a relationship of value exchanges between the institution and the three main customer groups: alumni, current students and future students. The quality of these relationships is positively related to the customers' long-term loyalty [START_REF] Mcalexander | University Experiences, the Student-College Relationship, and Alumni Support[END_REF].

Print media has start losing young readers. As per the study 18 percent of 15-20 age group, 12 percent of 20-30 age group and 8 percent of 30-40 age group readers have reduced their interest to read print newspapers, they prefer to read online newspapers [START_REF] Tewari | Is Print Readers Declining? A Survey of Indian Online Newspaper Readers[END_REF]. The Internet and Mobile Association of India and IMRB report said "almost half the urban social media users hail from the top four metros". The use of social media in rural India has grown 100 per cent (doubled) in the past year with 25 million people using the Internet to access Twitter and Facebook, According to a report, in India, Facebook emerged the leading social media website with 96 per cent of urban users accessing it, followed by Google Plus (61%), Twitter (43%) and LinkedIn (24 %). The largest segment of users was college-going students (34%), followed by young men (27 %), the report said. Schoolchildren constitute 12% [START_REF] Bhargava | Use of social media doubles in rural India. The Hindu[END_REF]. When a student is enrolled, Institute can develop relationship by engaging him on web and inviting him to submit reviews on Institute service. Social Engagement: Engagement or Investment is defined by reference [START_REF] Ledingham | Relationship management in public relations: Dimensions of an organization-public relationship[END_REF] as the time, energy, and other resources an organization is willing to devote to build a relationship. Social responsibility and community involvement, or building communal relationships, are considered indicators of organizational investment [START_REF] Ledingham | Guidelines to building and maintaining strong organization-public relationship[END_REF].

II. e-PROMOTION

Basic

Social Networking

Social networking services facilitate the development of online social networks by connecting a user's profile with those of other individuals and/or groups [START_REF] Boyd | Social Network Sites: Definition, History, and Scholarship[END_REF]. Research provides evidence that an increasing number of organizations are already engaging with social media as part of their marketing strategy [START_REF] Barnes | Social media and college admissions: The first longitudinal study[END_REF] [START_REF] Barnes | Social media in the 2009 Inc. 500: New tools & new trends[END_REF]. A study reveals that India has recorded world's largest growth in terms of social media users in 2013 [START_REF] Ians | India records highest social networking growth Rate: Study. news.biharprabha[END_REF]. Engaging with social media as a higher education marketing tool is an attractive proposition, because of positive past experience in the business sector on the effects of social media marketing and the high adoption rates of social media by the younger generation [START_REF] Boyd | Why youth (heart) social network sites: The role of networked publics[END_REF]. Improved communications, customer engagement and increasing brand loyalty have been identified as outcomes of this form of marketing. Social media is a relatively new but fastgrowing category of online interactive applications. These applications are based on user-generated content rather than supplier-generated content allowing peer-to-peer communication and user participation [16] [START_REF] Shankar | A peek into the future of interactive marketing[END_REF]. The term "social media" is widely used nowadays. The first time it appeared was in 2004, after LinkedIn created its social media networking application. Reference [START_REF] B&c | what's this stuff called "social media[END_REF] defined the social media application as an online technology tool to allow people to communicate easily, utilizing the internet to share and discuss information. According to [START_REF] Zarrella | The social media marketing book[END_REF], social media is defined best in the context of the previous media paradigm. Traditional media such as television, newspaper, radio and magazines are one-way, static broadcasting technologies. Having a Facebook page has become a virtual prerequisite for many companies [START_REF] Kotler | Marketing Management[END_REF]. Internet marketing enables institutes to take advantage of the growing importance of social media. Institute can take advantage of this type of influence by incorporating social networking tools in Institute's promotional campaigns.

Website

A set of interconnected webpages, usually including a homepage, generally located on the same server, and prepared and maintained as a collection of information by a person, group or organization [START_REF] Website | American Heritage® Dictionary of the English Language, Fifth Edition[END_REF]. Websites are an excellent avenue for building and maintaining relationships between organizations and their publics. There are several characteristics of websites, such as content richness, design flexibility, interactivity. Both public relations scholars and practitioners agree that organizational websites play an important role in building and maintaining relationships with important publics [START_REF] Coombs | The internet as potential equalizer: New leverage for confronting social irresponsibility[END_REF] [START_REF] Thakur | An exploratory study of the factors that influence the usage or nonusage of websites[END_REF]. Websites enjoy great interest especially due to the fact that, they serve as one of the most common sources of gaining information. In the professional world, there is a sense that corporate public relations websites influence a public's perceptions of an organization, and loyalty towards it. The matter of improving the quality of websites and searching for suitable methods for assessment is dealt by [START_REF] Vaughan | Evaluating public web site information: a process and an instrument[END_REF]. Reference [START_REF] Panopoulou | A framework for evaluating web sites of public authorities[END_REF] focus on defining framework for a website evaluation. Reference [START_REF] Nielsen | Loyalty on the web. Alertbox: Current Issues in Web Usability[END_REF] claim that providing a positive experience on the organization's website is crucial to maintaining a good relationship with publics, increasing reputation and customer loyalty and ultimately surviving as a business. An institute's web presence is extremely important because visiting the website first is found to be a precursor to visiting the campus.

Students Satisfaction

Customer satisfaction may be perceived as a summary psychological state or a subjective summary judgment based on the customer's experiences compared with expectations. The concept has been defined in various ways, such as "an overall feeling, or attitude, a person has about a product after it has been purchased" [START_REF] Solomon | Consumer behavior[END_REF], or as "a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under-or over fulfillment" [28]. An adaptation of the definition regarding students has been proposed by [START_REF] Elliot | Key factors influencing student satisfaction related to recruitment and retention[END_REF], who state that student satisfaction is an attitude that results from the evaluation of their experience with the education service received. Student satisfaction is supposed to be positively related to the students' perceptions of the reputation of the educational institution [START_REF] Rindova | Constructing competitive advantage: The role of firm-constituent interactions[END_REF]. comprised of structured and closed ended questions measuring influence of Promotion Mix adopted by the institutes on the selection of Technical Institute on a scale ranging from 0 to 5 (where value zero, was no influence at all and value five, was most influence). To test H2, responses were also collected on satisfaction level on their decision of selection of an institute.

Conceptual framework of e-Promotion and Satisfaction

IV. DATA INTERPRETATION AND FINDINGS

Influence of e-Promotion Mix

Bar-chart 1 shows that mean of influences of Website, Social networking and Publicity is higher than the other traditional promotion mix. The influencer 'Publicity' is also higher due the fact that publicity can be made through Website as well as Social Networking also. Thus, it is proved that e-Promotion's influence is better than the other traditional promotion mix. H1 is accepted.

(Bar-chart 1: Mean of influences of Promotion Mix on Selecting Technical Education Institute) e-Promotion Vs Satisfaction of Selection of TE Institute

Table 1 shows that the mean of responses-'Completely Satisfied' on the decision of selection of TE Institute, which was influenced by different promotion mix.

VI. CONCLUSION

In the era of globalization internet plays a vital role in all spheres of life and industries.

Whether you sell products online or not, e-Promotion is essential for virtually every business.

Internet users in India growing very fast in India, as per the latest report of Internet and Mobile Association of India, India will overtake the US (as the second largest base). As per the research by US based research firm eMarketer (2014), India will overtake the US as the second largest market for Smartphone in the world by 2016. With the help of Internet on mobile phones (Smartphone), online news or information can be read anytime and anywhere. This is the biggest opportunities for the Institutes offering Technical Education in India. Creating an e-presence is much more than creating a small website with contact details. An e-presence is the image of an institute that will be created in the eyes of every visitor whenever they access website or come across with any social networking links on the Internet while browsing. These foot prints play a very important role in the virtual brand image creation, attracting students and developing relationship with the community.

  principles of e-Promotion or Internet Marketing which are discussed on various internet blogs are convenience, reach, cost personalization, relationship and social [6] [7] [8]. Convenience: Students or related service receivers can browse institute at any time and place when it is convenient for them. Reach: Institute can promote their services in any part of the country without setting up local outlets, widening their target market. Cost: Marketing on the Internet costs less than marketing through a physical marketing. Cost on printing is very much reduced. Personalization: Institute can track potential students by creating blogs and fulfilling their person needs. Relationship & Investment: It provides an important platform for building relationships with students at all levels.

(Figure 1 :

 1 Conceptual framework adopted from Literature Review) Mix performs better than the other traditional promotion mix.H2: e-Promotion is highly associated with the satisfaction of students' in selecting institute of Technical Education of their choice.III. RESEARCH METHODOLOYThe objective of this research was to find out e-promotion's influence in selection of Technical Education institute and its effectiveness in terms of student's satisfaction on the decision of selection. A qualitative research through a survey which comprised of a structured questionnaire was conducted through e-mail sent to the current-students enrolled and passed-out students (alumni) belonging to the technical institutes affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by = ; where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of Population N. For p = 90%, 'n' comes out to be 553. However, sample size of 663 was selected by quota sampling from the students (belonging to engineering, pharmacy and management programs) and based on their native place and gender. There were 455 male and 208 female students (Current as well Post-students) of which 491, 113 & 59 belonged to Engineering, Pharmacy and Management program. 162 students belonged to District Place as their native place while 283 and 218 belonged to Taluka and Village Place respectively. The questionnaire

Table 1 :

 1 Promotion Mix Vs Satisfaction on Selecting Technical Education Institute)F-value for Website, Social Networking and Publicity are 11.93, 15.54 and 13.09 which are significant at 0.05. This also reveals that Website (Mean=3.04) and Social Networking (Mean=3.05) are highly associated with the satisfaction of students' in selecting institute of Technical Education of their choice than the other promotion mix. Hence, H2 is accepted.

			Visual/ Air Media	Banners/ Hoardings	Website	Social Networking	Face-to-Face	Educational Fairs	Brochure/ Leaflets	Sponsor-ship	Publicity
	Mean of
	'Completely	2.42	2.53	3.04	3.05	2.78	2.86	3.06	2.81	3.03
	Satisfied'
	General Linear	F-Value	5.13	7	11.93	15.54	9.74	15.57	13.47	12.96	13.09
	Model by MANOVA	p-Value	0.002	0.000	0.000	0.000	0.000	0.000	0.000	0.000	0.000

V. PRACTICAL IMPLICATIONS

Promotion of an institute is important aspect in today's competitive age and where the enrollments in Technical Education is a big problem. e-Promotion is gaining importance due to empowering effect, elimination of geographic barriers, target reaching, immediate results, cost effective, reaching wider or international auditory, measurable result, can be personalized, relationship build, 24 hours / seven days' availability. Its' is the easiest and simplest way for developing brand image at no cost (or low cost). Institutes, which are unable to reach rural part or tribal part can easily move with e-Promotion. Rural part of India comprises almost 70% of the population. Targeting this sector by e-Promotion strategies will increase the enrollments.


Mahajan P T Golahit

Approach to Employability Skills in Technical Education & its impact on satisfaction of selecting an Institute

Keywords: Employability Skills, Services, Technical Education, Satisfaction I

ABSRACT

INTRODUCTION

Developing employability skills is an ongoing process. Students enter college with the expectation that they will acquire the knowledge, skills and abilities to enter in the market. Graduates expect that they have acquired the skills necessary to perform their jobs and to advance their careers. In the modern knowledge economy, employers have an expectation that a college education will provide graduates with the employability skills required to perform their jobs [START_REF] Bok | Our Underachieving Colleges[END_REF]. [START_REF] Cappelli | Talent management for the twenty-first century[END_REF]. It is the college's responsibility to identify and implement the appropriate soft skills training approach to help students with this transition. An understanding of the attitudes in relation to these various skills is important because education and industry seem to work in separate systems, and employers historically have not clearly communicated their needs and expectations for the college graduates that they have sought to hire. Reference [START_REF] Bok | Our Underachieving Colleges[END_REF] reported that college professors and administrators felt they were teaching students what they need to know, although only 35 percent of a sample of industry executives thought that colleges taught students what was important to succeed at work. Previous studies have suggested that employability is a multi-faceted construct as per reference [START_REF] Forrier | The concept of employability: A complex mosaic[END_REF] with both internal and external dimensions [START_REF] Rothwell | Self-perceived employability: Development and validation of a scale[END_REF]. Employability skills are the results accumulated from various studies to date point to the many benefits of cooperative education such as students' improved self-confidence, self-concept and improved social skills [START_REF] Wilson | Impact of cooperative education upon personal development and growth of values. A final report to the Braitmayer Foundation[END_REF], gains in practical knowledge and skills [START_REF] Williams | Assessing the value of cooperative education[END_REF], enhanced employment opportunities [START_REF] Sharma | The relationship between education-related work experiences and career expectations[END_REF]. There is, however, little evidence about these students' expectations from their cooperative education placements about specific aspects of the job and the organization. In recent years, that picture has changed dramatically with ever growing numbers of employers assessing foundational skills, primarily in reading and mathematics, prior to hiring [START_REF] Greenberg | AMA survey on basic skills testing and training[END_REF]. Reference [START_REF] Bracey | Research: the high skills hoax[END_REF] suggested that if it is difficult to know what skills are required by industry, then it is equally difficult to determine whether there is a gap between what skills are needed and received from employees. If they are not met then, as evidence by [START_REF] Barron | Hospitality management students' image of the hospitality industry[END_REF] suggests, the students may still be discouraged from entering their chosen professions after graduation. Therefore, the cooperative education experience may be a crucial factor for students in making this decision. Reference [START_REF] De La Harpe | Quality and generic (professional) skills[END_REF] suggest that concern from employers that undergraduate programs are failing to provide graduates with the necessary skills for their careers is a worldwide issue. However, there was no evidence that the efforts devoted by the institutes to the teaching, learning and assessment of employability skills had a significant independent effect on graduate labor market outcomes [START_REF] Mason | How much does higher education enhance the employability of graduates? (Higher Education Funding Council for England (HEFCE))[END_REF]. Measuring employability outcomes is even more difficult than defining them, and methods to do so have met with reservation [START_REF] Harvey | Enhancing employability, recognizing diversity: making links between higher education and the world of work[END_REF].

II. LITERATURE REVIEW ON EMPLOYABILITY SKILLS AND SATISFACTION

Reference [START_REF] Yorke | Embedding employability into the curriculum[END_REF] has defined it as: "a set of achievements -skills, understandings and personal attributes -that make graduates more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the workforce, the community and the economy.

Reference [START_REF] Pool | The key to employability: developing a practical model of graduate employability[END_REF] defined employability as, having a set of skills, knowledge and understanding and personal attributes that make a person more likely to choose and secure occupations in which they can be satisfied and successful. Gibb, reference [START_REF] Gibb | Generic Skills in Vocational Education and Training: Research Readings[END_REF] identified the common elements as, basic/fundamental skills: such as literacy, numeracy, using technology  people-related skills: such as communication, interpersonal, teamwork, customer service skills  conceptual/thinking skills: such as collecting and organizing information, problem-solving, planning and organizing, learning-to-learn skills, thinking innovatively, and creatively, systems thinking  personal skills and attributes: such as being responsible, resourceful and flexible, being able to manage one's own time, having self-esteem business skills: such as innovation skills, enterprise skills community skills: such as civic or citizenship knowledge and skills. Entry level college graduates have not acquired the skills necessary for the workforce and, as such, are not prepared for the demands of industry careers [START_REF] Peddle | Frustration at the factory: Employer perceptions of workforce deficiencies and training trends[END_REF]. Today's college students are expected to learn content at a faster rate than ever before. In doing so, they are expected to develop the "hard" technical skills as well as the "soft" people skills necessary to be successful in the workplace [18].

Employability skills are captured by training and not by teaching! Employability has been viewed differently by different people: 'a set of achievements-skills, understandings and personal attributes-that make graduates more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the workforce, the community and the economy' [START_REF] Yorke | Employability in higher education: What it is-what it is not[END_REF]. Hofstrand (1996) [20] A possible reason for the higher education institutions which are failing to address the employability skills of its students could be the college faculty do not understand what are the lacking skills and do not possess the necessary resources to teach them. Reference [START_REF] Taylor | Education V. Vocational Technology Education Students' Perception on Employability Skills[END_REF] is of opinion that while higher education faculty may not know what are the lacking skills but the, corporate employers do, and as such, can have an influence on the enhancement of these skills in education. Drawing from extensive review of literature and employers' perspective in India, employability is understood to be a function of two basic factors: (a) academic qualification of an individual; and (b) the learning environment that helps him build certain generic skills [START_REF] Shrivastava | Skills for employability: South Asia[END_REF]. As per the survey conducted by reference [START_REF] Blom | Employability and Skill Set of Newly Graduated Engineers in India[END_REF], core employability skills, communication skills, and professional skills are considered important for hiring. Among all skills, communication in English is among those most demanded [START_REF] Blom | Employability and Skill Set of Newly Graduated Engineers in India[END_REF]. As per panel discussion [24], the institutes need to plug the gap in the first or second year by introducing foundation skills like English and logical ability etc. and internships must be effectively leveraged. As per reports of Wheebox, which is India's leading talent assessment company; Learning Abilities, Result Orientation, Interpersonal Skills, Integrity and Values and Adaptability are main recruitment skills that are required by the industries;

Engineering & Automation, Internet Based Industry, Telecomm. and Allied Industry, Service Industry, Core Sector and BPO/KOP Industry [START_REF] Wheebox | India Skills Report[END_REF]. Groupwork or Teamwork is considered to lead to development of generic skills, assumed to be transferable to the workplace. These skills are highly valued by students and employers [START_REF]Employability Skills: From Framework to Practice[END_REF]. Students' satisfaction with groupwork can affect attitudes towards learning, affect student retention and reflect on teaching and university reputation [START_REF] Burdett | Predicting satisfaction with group work assignments[END_REF]. Reference [START_REF] Moynagh | Glimpses of tomorrow[END_REF] suggest that in the future knowledge-based economy, emotional intelligence/stress handling will become even more important with the predicted expansion of customer-facing jobs in which human interaction plays a central part.

Reference [START_REF] Kotler | Marketing For Health Care Organizations[END_REF] define satisfaction as a state felt by a person who has experienced performance or an outcome that fulfill his or her expectation. Satisfaction is a function of relative level of expectations and it perceives performance. Satisfaction is also perceived as the intentional performance which results in one's contentment [START_REF] Usman | The Impact of Service Quality on Students' Satisfaction in Higher Education Institutes of Punjab[END_REF]. Consumers, such as students, usually make a purchase decision based on their own valuation of the marketing efforts. However, their satisfaction is based on their evaluation of the products or services utilized and whether or not their expectations or needs were met [START_REF] Athanassopoulos | Behavioral Responses to Customer Satisfaction: an empirical study[END_REF]. Educational institutions use certain methodologies to determine the level of their students' satisfaction regarding the services and programs they offer to better fulfill student needs and satisfy student aspirations [START_REF] Qureshi | Service Quality SERVQUAL model in Higher Educational Institutions, What Factors Are to be Considered[END_REF]. If the higher education sector knows about the factors that improve students' perception of satisfaction, it will can provide better services as well as improving existing ones. To gain competitive advantage, reference [START_REF] Petruzzellis | Educational value: how students choose university[END_REF] recommend universities to highlight the strategic importance of social values gained by students when joining them. Moreover, they argued that universities must demonstrate how they provide support to their students' objectives achievement. Basically, this would affect the students' perception of satisfaction hence the university's competitiveness. Several factors influence students' level of satisfaction as well as their achievement and absorption capacity. To deliver knowledge with quality effectively, teaching methods by instructors, as well as the related supporting services, are two critical elements [START_REF] Petruzzellis | Educational value: how students choose university[END_REF]. Determining and assessing students' satisfaction with their educational experiences is not so easy, but can be very helpful for the institutes to build strong relationship with their existing and potential students.

The institutes and universities typically had some written commitment to employability in their policies. However, the extent to which these were operationalized and reflected across departments and faculties varied widely. Several studies highlighted variation in how universities organized their links and programs with employers to help promote the employability of their students. For example, some had systematic approaches to build links with employers, whereas others reacted to employer approaches or relied on individual faculties and departments to develop links. There was evidence that in some of cases employability was being given greater priority at central or strategic level, with respondents stating that this would help cascade good practice to different levels in their university. In some cases, this process was being enhanced by the creation of employability program and awards with designated personnel to coordinate and champion employability measures. The drivers underpinning efforts to promote employability were diverse, but one important factor appeared to be a desire to attract students, who were increasingly looking for degrees that would improve their likelihood of securing employment in a time where competition for vacancies was intensifying [START_REF] Kevin | Employers' perceptions of the employability skills of new graduates[END_REF].

( To measure employability skills; respondents were asked to weight on a scale ranging from 0 to

Fig 1 :

 1 Accessibility on Employability Skills in Technical Education, Self-Creation through Literature Review) III. RESEARCH METHODOLOGY The objective of this paper is to find out how employability skills are growing by the services delivered by Institute and how the students perceived their satisfaction of selection of Technical Education on their employability skill growth. A qualitative research through a survey was made. It comprised of a structured questionnaire sent through e-mail to the current-students enrolled and recently passed-out students belonging to the institutes of Technical Education (TE) affiliated to North Maharashtra University. Sample size (n) was calculated at 95% Confidence Level for which Standard Normal Variate (Z) is 1.96 & at Standard Error (e) of 0.03 by n=Z 2 (p)(1-p)/e 2 ; where n = Sample Size to be used for this study, N = unknown population, p = Estimated Portion of 1 and Satisfaction feeling Population N. For p = 90%, 'n' comes out to be 553. However, sample size of 664 was selected by quota sampling from technical institutes offering different programs in engineering, pharmacy and management & various students based on their location of native place and gender. The google form with questionnaire was sent through E-mail to the respondents which comprised structured and closed ended questions measuring various Employability Skills & Satisfaction of selection.



  ) and Team Development (Mean=3.507, Rank 6) are among the top of skill development process. Students perceived that these are the frontline skills that they gained during their study in the institute of Technical Education. However, when their growth of Employability Skills is compared with their satisfaction of selection of TE, it is found that satisfaction of their decision of selection of an institute of TE is strongly associated with employability skills; Team Development (F-value=30.75, Rank 1), Intelligence Quotation (F-value=29.67, Rank 2), Creativity/Idea Generation (F-value=326.53, Rank 3), Soft Skills (F-value=23.87, Rank 4), Confidence Level (F-value=23.37, The study reveals that institutes services are oriented to develop Hard-working ability, Technical Skills, Stress Handling ability, Soft Skills, Confidence Level and Team Development. Students are interested or satisfied with the development of Team Development, Intelligence Quotation, Creativity/Idea Generation, Soft Skills, Confidence Level. Thus, there is a clear gap of perception while accessing employability skills.  Students prefer an institute of TE which offers services that are oriented with the development of Team Development, Intelligence Quotation, Creativity/Idea Generation, Soft Skills, Confidence Level VI. CONCLUSION Educating students with a comprehensive and deep set of employability skills that are in demand would be of tremendous importance for the employability of individuals and for the country's development. Many institutes strive to prove that their courses can enhance a student's employment prospects. Nevertheless, they need to be increasingly clear about how the curriculum and services helps in developing skills and capabilities needed in the world of work, due to pressure of competitiveness. It is not sufficient simply to promote the benefits of technical education in general when prospective students are highly focused on their employment prospects: they need to see the links clearly articulated. It is equally important to ensure that students themselves are aware of the employability skills they are developing through their assessment experiences and should able to evidence these effectively in the employment market. It is equally important to evaluate services delivered and its impact on the development of employability skills in accordance with the market demand. The market scenario and the requirement of skills must be clear and known to all prospective graduates. The institutes of Technical Education also must generate interest among students in developing such skills with intellectual foundations of career development learning.

  5, on question 'How your abilities/qualities (Employability Skills) developed during College Period'. To measure level of satisfaction respondents were asked to weight on a scale ranging from 0 to 5, on question 'Are you satisfied with your decision to take admission in this Institute/College?' Value zero is low weightage and value five is high weightage. The characteristics of the sample is described as below;

	MANOVA for Satisfaction of Selection of an Institute Vs Employability Skills achieved
	s = 1 m = 4.0 n = 325.5
				Test					DF
	Criterion		Statistic	F		Num Denom P
	Wilks'			0.94773 3.602	10	653		0.000
	Lawley-Hotelling	0.05515	3.602	10	653	0.000
	Pillai's			0.05227	3.602	10	653	0.000
	Roy's			0.05515
	(Obtained by Statistical Software: MINITAB 17)
		(Table 1: Employability Skills: Institute's Importance Vs Satisfaction Perceived on selection
		From Table 1, it is observed that Employability Skills; Hard-working ability (Mean=3.831,
	Rank 1), Technical Skills (Mean=3.581, Rank 2), Stress Handling ability (Mean=3.580, Rank 3),
	Soft Skills (Mean=3.558, Rank 4), Confidence Level (Mean=3.533, Rank 4
	IV.	DATA INTERPRETATION AND OBSERVATION
											Employability Skills
					General	Knowledge	Intelligence	Quotient	Technical Skills	Soft Skills	Team	Development	Leadership	Confidence Level	Stress Handling	Ability	Creativity / Idea	Generation	Hardworking	Ability
	Standard Deviation		1.501 1.487 1.411 1.457 1.502 1.535 1.497 1.521 1.516 1.446
	Mean of Employability
	Skills achieved through	3.230 3.349 3.581 3.558 3.507 3.330 3.533 3.580 3.440 3.831
	Institute Services
	Rank	of	Importance
	assumed through service
	delivered by Institutes based	10	9	2	4	6	8	5	3	7	1
	on Mean of Employability
	Skills achieved by students
	Satisfaction of Selection of
	Institute perceived by the Students on Employability	19.15 29.67 23.33 23.87 30.75 19.78 23.37 21.84 26.53 18.03
	Skills achieved (F-value)
	Rank of Satisfaction of
	Selection	of	Institute
	perceived by the Students	9	2	6	4	1	8	5	7	3	10
	based on Employability
	Skills achieved

By Gender: Male: 454; Female: 210 By Native Place: District: 162; Taluka: 283; Village: 219 By Technical Educational Program: Engineering: 492; Pharmacy: 113; Management: 59