Need for the Study
has emerged as a dominant economic factor in India, especially in Karnataka.
The number of B-Schools is steadily increasing with the entry of leading
private institutes from India and abroad.
This growth in
management education can be attributed to the tremendous growth witnessed in
the state in sectors such as information technology, business process
outsourcing, bio-technology, retail, banking and financial services, clinical
There is heightened
competition among the existing B-Schools of India and more B-Schools are
joining the foray (Private Universities, Autonomous B-Schools and Foreign
Universities). Managing a B-School effectively in the changing scenario calls
for a planned, organized approach, which can be provided by extensively
studying the variables influencing, the quality of a B-School and addressing
the needs of the stakeholders involved. A model is required to measure quality
of education, considering the different stakeholders and to bridge the gap
between perceived quality of service (measured in terms of stakeholder
satisfaction) and actual service delivery. Brand building activities could serve
as a key differential to distinguish one B-School from another. The study
proposes to suggest a tool to measure quality of education imparted in a
B-School. The study analyzes the role of branding activities in building
quality of B-Schools.
Objectives of the
The study is designed
with the major objective of understanding the relevance of quality management
in B-Schools. The study in general aims to find out the factors, which
influence the quality of a B-School. The following are the specific objectives
of the study:
1. To understand,
analyze and evaluate the existing quality practices at B-Schools.
2. To find out the
determinants of quality in a B-School.
3. To identify gaps
(if any) in the current quality practices of B-Schools.
4. To determine the
students’ expectations of quality from B-Schools.
5. To find out the
faculty members expectations of quality from B-Schools.
6. To elucidate the
recruiters expectations of quality from B-Schools
7. To propose a model
of quality measurement in B-Schools based on the literature survey and
empirical findings from the study.
8. To offer
suggestions for creating a good B-School brand based on the findings of the
Hypotheses for the
Based on extensive
literature survey from international and Indian journals, books on management
education in India and the depth interviews with academic professors, the
following hypotheses were formulated and put to test in order to achieve the
objectives of the study:
1.The quality of
management education is dependent on the quality of students enrolled in the
2. Top management
philosophy determines the quality of a B- School.
3. Adopting quality in
processes,builds the quality ofaB-School.
4. Placement record is
the most important attribute of quality of a B-School for students.
5. Alignment of
personal and organizational goals is the most important attribute of quality of
a B-School for faculty.
6. “Skill sets” of
students is the most important attribute of quality of a B-School for
7. Thebrand equity
predicts the perception of quality of a B-School.
Scope of the Study
An attempt is made in
this study to examine the existing quality practices in B-Schools. The aim is
to understand the factors that influence the quality of education in a
The empirical data
gathered from the sample units is used to suggest methods and practices to
B-Schools to develop the quality of education provided. The study also aims to
present a model to measure quality of education in a B-School.
The study is confined
to B-Schools in Maharashtra. The term “B-School” as used in this study
restricts itself to management colleges providing two-year full time MBA
programmes. It does not include one-year programmes, certificate courses, part
time courses, evening programmes and executive MBA programmes. The study does
not include specialized programmes such as courses in retail management,
international business, financial services etc. The study includes colleges
approved by the AICTE in Maharashtra.
The students, faculty,
recruiting companies (recruiting from B-Schools) and heads of departments of
B-Schools in Maharashtra are included in the sample. Three major types of
colleges exist in the state from which the sample is drawn; they are University
Departments, Private Colleges Affiliated to Universities and Autonomous
The study will
empirically demonstrate the perceptions and expectations of quality from major
stakeholders of selected B-Schools i.e. – students, faculty, recruiting
companies and heads of departments in B-Schools. The primary data collected and
analyzed in the study refers to responses received through structured
questionnaires administered on students, faculty, recruitment executives in
companies and heads of departments of B-Schools in Maharashtra. Companies and
consultancy agencies who recruit students from B-Schools in Maharashtra have
been included in the study. The study will be useful for top management of
B-Schools, for MBA aspirants and for the recruiting companies.
Three sets of
questionnaires were designed to collect data from three different stakeholders:
Students, faculty and recruiters. A structured interview was administered to
heads of departments of B-Schools. All the questionnaires were pre-tested with
a sample size of thirty for the pilot survey.
Primary data was
collected over a period of twelve months starting from February 2016 to
February 2017. The researcher administered questionnaires to students, faculty
and heads of departments of B-Schools personally. Questionnaires for recruiting
companies were administered personally and through e-mail. The analysis is both
conceptual and descriptive.
Limitations of the
The study covered only
Two-Year full time MBA/ PGDBM management programmes in Maharashtra. The study
did not include online programmes, one- year PG diplomas, MBA through distance
education, executive MBA programmes etc. The study did not include
institutions not approved by AICTE.The information provided by respondents is
assumed to be accurate. Many recruiting companies did not answer questions
relating to turnover and names of B-Schools from which they have recruited