The Role of Telemarketing Lead Conversions in Indian Business Schools: A Qualitative Study

Abstract

As technology advances around the globe, HEIs are increasingly relying on digital channels to promote their courses. Telemarketing, or telecalling, is one of the most popular strategies used by admissions teams. This paper aims to determine the core underpinnings of tele-marketing on student admissions through a qualitative study and by providing and discussing the mobile phone revolution, changing higher education systems in the Indian context, part-time management programmes, the admission process, online marketing tools, and challenges faced by institutions, in addition to highlighting some of the theories on tele-marketing.