Higher education institutions are increasingly turning to the marketing techniques developed in the commercial sector and they need to learn the best way to integrate marketing, CRM and brand management. Customers can have the choice of color as long as it is black. An Executive of Ford today may not have the option of making such statements. Customers are demanding because of the simple reason that they have choices. This is true for management education as well. Over 1000 institutions are offering Management programs in higher education.

Students when they start gathering information on institutions offering courses on Management in higher education (Masters level programs), make a short list based on the image of the institution, employment prospects, chances of getting enrolled, fees, etc. Their decision is also influenced by the views of their peer group (like seniors, friends and relatives), faculty members, newspapers and magazines.

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