Influence of Marketing Communication Tools on Students Enrollment for Selected Programs at Kasneb Nairobi County

Abstract

The objective of this study was to establish the influence of marketing communication tools on students’ enrolment for selected programs at KASNEB within the county of Nairobi. Descriptive research design was adopted on the study. The study targeted population of 100 students at KASNEB. The study sample was randomly selected students/potential students visiting KASNEB offices for issues arising from their respective courses and the samples chosen were assumed to representative to observe generalization of research outcome. Primary data was sought for the study and research questionnaire was utilized as a tool to collect data. The data was then summarized and categorized according to common themes. Using Statistical Package for Social Sciences (SPSS) for breaking down the data and regression analysis. Data was first analyzed using descriptive and inferential statistics and presented through frequency distribution Tables and bar charts. The study findings established that The study findings also established that other respondents revealed that they were neutral that personal selling as a marketing communication tool was effectively used to attract potential students at KASNEB, while other respondents reported that Direct Marketing as a marketing communication tool was effectively used to attract students at KASNEB at a small extent. The study findings are consistent with the relationship marketing theory. The theory holds that the current trend of personalized marketing is characterized by holding data base of each customer with their unique lifestyle and the knowledge derives is used to guide high level marketing with satisfying rewards to the customer. Personalized relationship marketing was motivated by several reasons key among them is the improved product/service quality by most competitors forcing most companies to resort to alternative competitive advantage within the market, rapidly changing customer buying pattern and more demanding informed customers is another cause propelled by the media sensitization and activists group advocating and agitation for the right of consumers, often global competition and more fragmentation of markets.