A Case Study on University Admission Process

Marketing Service Midterm:

A Case Study on a Business School Service

Background

Education services are one of the most critical and high growth oriented business in the present day scenario. Although it has helped to inculcate a certain amount of professionalism in the system, most of the educational institutions exploit the situation.

The high demand of educational services, in the lieu of the growing population and people opting for higher education has allowed the institutions to have that leverage.

This particular incident which brings into perspective a service deficiency or more appropriately a service inconvenience to the “consumers”, in this case who are students, from the point of Business schools. Many Business schools have been instructing the candidates selected to immediately submit a certain portion of the fees, not giving time to weigh their options or explore any further scope.

The fees for pursuing MBA being astronomical, it’s quite a burden for candidates and they also have to take decisions with “information asymmetry”.

Again, the submission of the fees of the first term is set at an inappropriate early date, not taking into consideration the hassles for the candidate in case of loan sanctions.

John’s Incident

The Incident happens In February, 2012. John was shortlisted by Alliance Business Academy (ABA) in Montana to appear for the interview process.

In March, John had subsequently appeared in the interview and was selected. He was asked by the institute to submit USD 2500 immediately to confirm his selection. As of then, he had no other option and had no choice but to pay to not let go of his dream of pursuing an MBA course.

Again, he was asked by the institute to pay the whole of the term fees by the second week of April, though classes were about to begin as late as in August. He deeply felt aggrieved of the situation that the institute’s...