The influence of marketing communication tools on student enrollment in private universities in Kenya
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Date
2015Author
Njuguna, Crispus M
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The study objective is to the influence of marketing communication tools on student
enrollment in private universities in Kenya. The study used the descriptive research
design. The study used questionnaires as data collection instruments. The data was
analyzed using Scientific Programme for Social Sciences (SPSS). The analysis was
presented using figures and tables. The analysis concludes that the level of digital
marketing capability in the private high education industry in Kenya is average. This is
primarily because the use of online learning and advertisement among Kenyan
universities is still growing. The study therefore concluded that private universities
should also chose the methods of traditional and digital marketing in a way that is critical
important to their goals and anticipations. The study concludes that strategies used in the
traditional and digital marketing by private universities should further be adopted at the
branch level and not only in the head office. The study concludes that there should be
enhanced scope of strategies and not only depending on a few marketing strategies. That
private universities should engage the use of more than one marketing strategy and that
with the current increased competition in Kenya and abroad in higher education, there is
an importance of using mobile apps as a strategy in the marketing to enhance higher
enrolment in private universities That the marketing strategies should not only be applied
by the head office at the university, but each branch should have a department to address
marketing strategies and issues that relate to customer service. The customer service
personnel’s should be very well trained on how to use marketing strategies to ensure
customer service is above the traditional standards. That there is a need for the private
universities to adopt digital marketing services to enhance quality of customer service
and service delivery in order to enhance higher enrolment in their campus. Most
universities have not embraced the use of social networks to use as student recruitment
tools. Technological advancements are changing how student recruitment is being done
in higher learning institutions in targeting the techno-literate prospective students.
Internet use through university websites has a high usage rate which is equally indicated
by student use in accessing university information.
Publisher
University of Nairobi