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Presentation by RC&M
25th November 2011
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Index
Change & Evolution in Education Scenario in Rural India in last 5 years TG Aspirations , Perception & Growth Education Market - Scope of Evolution Industrial Scenario Example Digitized Way of Teaching Challenges Agency Role in meeting the Challenges
Lets look at few figures to understand the growing Rural Education Trend
In 2011-12 , about 80k rural youngsters were being professionally trained across sectors by Govt. of India About 25% of Colleges offering degree courses are operational in 5 - 10kms radius of the villages As much as 10 different institute brands , offering vocational courses, operate in a semi urban town There are more than 52 million active Internet users in rural India Out of 1,20,591 total schools that have computers, 74% are located in rural areas. About 22% of the children in the age group of 6 14 years are enrolled in private schools
Earlier, the learning was limited to developing knowledge about family occupation Family traditions were taken forward for pursuing career.
Parents aspire & invest for their child to become skilled professional & not just a worker or farmer Youth gives due importance to learning new skills for obtaining job or enhancing business
Earlier there was complacency with the resources that were available to a person and with his limited working knowledge A Farmer or clay potter continued to produce same kind of products with same techniques with were taught to them by his forefathers.
A clay potter from the western state of Gujarat, invented low-cost refrigeration in a country called Mitti Cool , made out of terracotta, costing about Rs.2000 only A Farmer invented a motorcycle-driven ploughing machine for fields in a drought-hit region where most farmers can barely afford tractors or bullocks.
Primary TG - Students
Secondary TG Parents
Others - Influencers
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The Students
The target students are in the age group of 18 to 25 years & belong to agri families The students begin to seek vocational courses during graduation or while pursuing senior secondary About 5% of students pursuing vocational courses are working professionals also seeking skill enhancement courses at centers These students have information about educational centers around towns but unaware about availability of courses & opportunities
70% of the students are Male students who come from 20 to 60 Kms. distance 30 % of the students , mainly females , are from town area who travel a maximum distance of 20 Kms.
Parents
Parents usually farmers, have a landholding of 3 to 5 acres Majority of the parents are illiterate but aspirational for their children education. They are ready for the investment in education for their children Though have no basic understanding of the courses being offered by the Institutes Stability of the institute is the criteria for them to choose the institute They are scared if the institute dupes them.
Influencers
An individual who has studied and obtained a job in an office He could be a distant relative or a friend of Students parents He is the only door for knowledge for the students Is not much aware about the institutes offerings but is looked upon by the students/parents for opinion He also visits the institutes before the admissions and strongly influence the final decision of parents about choice of course & Institute
TG Segmentation
Under Grad Students 95% Sr. Sec Pass Out TG Working Population 5% Fresher Seeking Career Enhancement
The trend shows that the priority for the students enrolling in the Institute is only Job ( 95 % ) and only 5 % enrolling is for career enhancement
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His Perception towards Institutes He is content with the way of teaching and is confident of a placement Increased his knowledge and is excited to complete his course Does not prefer the Govt. Institutes as there is no placement assistance
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He wants to add value to his status by enhancing his skills through Vocational courses He relies upon the institutes capability to get him a promotion or salary raise
He wants to change his profile from administration job to a more refined Accounts job It would help him improve his package & profile
Job Preferences
Government Jobs
Banks
Transport Companies
Why these Jobs ? The students see the people around them doing such jobs and get influenced Awareness levels of other technical jobs are low. Ready to move in cities for jobs
Course duration is from 3 months 2 years Courses Fees ranging from Rs.3000 Rs. 20000 Course Packages are offered for Computers, Accounts etc
Short Term courses with duration from 7 day courses to 3 months Courses Fees ranging from Rs.1000 Rs. 5000 No packaged courses offered
Branded Institutes
Local Centers
Low Potential
Medium Potential
High Potential
Seats Occupancy
Alwar as a medium potential market targets to reach out to Villages deep down 60-70 kms
Ajmer as a high potential market targets to reach out to Villages around 40-50 kms
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Alwar as a Market
Limited hangout joints for the students in and around the villages. Eating joints are near Bus Stands and at small market place in the village.
Sarpanch holds a high value in a village and is one of the major opinion leader Job availability is very limited local educational institutes lack basic infrastructure though less expensive.
Digitized Way of Teaching is picking up in rural & semi urban towns as well Live Video Conferencing, Interactive sessions help the students learn by viewing live video sessions Educomp & IndiaCan are extending this technology to rural & semi urban towns as well
Even though scope of Digital Education is vast in semi urban or rural towns , it is quite challenging to make the concept understand to the TG initially The words like video conferencing , live sessions are completely incomprehensible to TG TG, when told about the technology, just do not show interest to come to institute & witness the technology
Challenges
TG is not even aware about the kind of jobs they can get after pursuing a course Do not clearly understand what is communicated by institutes marketing teams
Competition
Course & Delivery Comparison
Local Centers offering short term courses for lesser fees & duration , lure students to save time & money by studying at their centers
Institute Center
Manpower
Branded Institutes do not have enough Manpower to work for Students Counseling & to spread Awareness amongst TG
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Agency Role