ABSTRACT
AI in the recent past has created a lot of hype due to its potential to disrupt business processes. The Post-Covid era has witnessed transformational changes in digital usage patterns of people across nations and sectors and the education sector is no exception to this. Like other businesses, the education industry has also endured a sea change and has been largely transformed to adopt these technological nuances.
For a country like India, which has the largest youth cohort, of 254 million youth between the age of 15–24 years, it becomes even more important to leverage the opportunities of education, skill-building, and access to technology to emerge as a strong nation. This gives a strong enough reason for the Indian education system to scale up the use of AI methods, particularly in higher education and professional education. The education system has moved far ahead from the traditional style of teaching and learning where the focus was more toward memorizing and recitation to skill development and problem-solving.
The marketing strategies for higher education industry have also witnessed substantial change in the AI age. The traditional methods and approaches for student acquisition, academic support, and services and student satisfaction are redefined and restructured with the help of AI interventions.
Though the practices and policies related to AI in the field of education have not grabbed much attention and neither is literature available on the impact on the functions, effects, and implications in the higher as well as professional education framework, this does not limit the scope of the current study.
Students are important stakeholders and valuable customers for an educational institution, this chapter intends to discuss the potential use of AI in Higher Education from the marketing perspective with special reference to student acquisition, service, and satisfaction.
