MARKETING MIX AND STUDENTS’ ENROLMENT IN INSTITUTIONS OF HIGHER LEARNING
DOI:
https://doi.org/10.35564/jmbe.2021.0009Keywords:
Marketing Mix, Product, Price, Place, Promotion, Institutions of Higher LearningAbstract
Institutions of Higher Learning (IHL) are facing increasing competitive pressure from existing and new entrants in the global higher education marketplace. To compound the problem, many of these IHLs around the world have experienced sluggish growth in applications in recent years and thus are struggling to stay in business. This study investigated the role of marketing mix on students’ enrolment in IHLs in Ghana. The survey research approach was used. This enabled the researchers to access quantitative or numerical data of descriptions of trends, opinions of the sample by using questionnaires for data collection. The marketing mix elements (7Ps: product (programs/courses); price (fees/charges); place (location/environment); promotion (advertisement); process (admissions/procedures); physical evidence (facilities/ infrastructure); and people (staff/faculty)) served as the variables for the study. The study established a correlation between the various marketing mix elements and student enrollment in the IHLs.
References
Alipour, M., Aghamohammadi, A., Ahmadi, R., & Hoseini, S. H. (2012). A new educational marketing mix: The 6ps for private school marketing in Iran. Research journal of applied sciences, engineering and technology, 4(21), 4314-4319.
Angelopulo, G. (2013). The drivers of student enrolment and retention: A stakeholder perception analysis in higher education. Perspectives in Education, 31(1), 49- 65.
Bamfo, B.A., & Atara, B.A. (2013). The role of marketing communications in student enrolment in private universities in Ghana. Global Advanced Research Journal of Management and Business Studies, 2(5), 268-278.
Barusman, A. R. P. (2019). The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs. IOSR Journal of Business And Management, 21(5), 22-28.
Brkanlić, S., Sánchez-García, J., Esteve, E. B., Brkić, I., Ćirić, M., Tatarski, J., ... & Petrović, M. (2020). Marketing Mix Instruments as Factors of Improvement of Students’ Satisfaction in Higher Education Institutions in Republic of Serbia and Spain. Sustainability, 12(18), 7802 https://doi.org/10.3390/su12187802
Bulley, C.A. (2014). Strategic marketing in education services, the case of private tertiary institution in Ghana. International Journal of Economics, Commerce and Management, II(6),1-17
Burrell, D.N. 2008. Why Small Private Liberal Arts Colleges Need to Develop Effective Marketing Cultures. Journal of Strategic Marketing, 16(3): 2008, 267–278 https://doi.org/10.1080/09652540802117157
Dei, D. G. J. (2019). Assessing quality assurance practices in institutions of higher learnings. International Journal of Learning, Teaching and Educational Research, 18(12), 30-45.https://doi.org/10.26803/ijlter.18.12.3
Dicker, R., Garcia, M., Kelly, A., & Mulrooney, H. (2019). What does ‘quality’in higher education mean? Perceptions of staff, students and employers. Studies in Higher Education, 44(8), 1425-1441.https://doi.org/10.1080/03075079.2018.1445987
Enache, I.C. (2011). Marketing higher education using the 7 Ps framework. Bulletin of the Transylvania University of Brasov, Vol. 4(1), 23-30.
Fosu, F.F. & Poku, K. (2014). Exploring the Factors That Influence Students’ Choice of Higher Education in Ghana, European Journal of Business and Management, 6 (28), 209-220.
Gajić, J. (2012). Importance of marketing mix in higher education institutions. Singidunum journal of applied sciences, 9(1), 29-41.https://doi.org/10.5937/sjas1201029g
Kennedy, F. (2014). Making social media work for your school. London: University Press.
Lomer, S., Papatsiba, V. & Naidoo, V (2016): Constructing a national higher education brand for the UK: positional competition and promised capitals, Studies in Higher Education, https://doi.org/10.1080/03075079.2016.1157859
Mehrdach, A., Ali, A, Reza, A., & Seyyed, H. H. (2012). A new educational marketing mix: The 6ps for private school marketing in Iran. A Journal of Applied Sciences, Engineering and Technology, 4(21), 4314-4319
Messah, O.B. & Immaculate, M.N. (2011). Effect of selected marketing communication tools on student enrolment in private universities in Kenya. European Journal of Business and Management, 3 (3), 172-205.
Odia, A.A.(2014).A Study of Factors Influencing Students’ Enrolment in Social Studies Education at the Post-Secondary School Level in Nigeria. Asian Journal of Management Sciences & Education. 3(2), 116-124.
Ogunnaike, O., Tairat, B., Adeniyi, S., & Omolade, O. (2014). Empirical analysis of marketing mix strategy and student loyalty in education marketing. Mediterranean Journal of Social Sciences, 5(23).https://doi.org/10.5901/mjss.2014.v5n23p616
Oplaka, I., & Jane, H. B. (2004). The research on school marketing: Current issues and future direction. J. Educ. Admin., 42(3): 375-400.
Rafik, A., & Priyono, A. (2018). A new insight into alumni satisfaction model for Islamic higher education institutions (IHEI). Management Research Review.https://doi.org/10.1108/mrr-01-2017-0005
Sarwar, A., Haque, A., & Yasmin, F. (2012). Measuring students’ perception towards university selection: An empirical investigation on Malaysian Post Graduate students. International Journal of Research in Commerce, Economics & Management, 2 (9), 13
Soedijati, E. K., & Pratminingsih, S. A. (2011). The impact of marketing mix on students’ choice of university study case of private university in Bandung, Indonesia. Proceeding of the 2nd International Conference on Business and Economic Research (2nd ICBER 2011).
Tukur, M.A, Abubakar, L.A., Sayuti, O.A., & Ijeom, O.C ((2019). Marketing Mix and Students’ Enrolment in Private Universities in Kwara State. Makerere Journal of Higher Education: 53-63.https://doi.org/10.4314/majohe.v10i2.5
Uchendu, C., Nwafor, I. A., & Nwaneri, M. G. (2015). Marketing strategies and students’ enrolment in private secondary schools in Calabar Municipality, Cross River State, Nigeria. International Journal of Education and Practice, 2015, 3(5), 212-223 https://doi.org/10.18488/journal.61/2015.3.5./61.5.212.223
Yu, Q., Asaad, Y., Yen, D.A., Gupta, Suraksha (2017) IMO and internal branding outcomes: an employee perspective in UK HE. Studies in Higher Education, 43(1). pp. 37-56.https://doi.org/10.1080/03075079.2016.1152467
Downloads
Published
How to Cite
Issue
Section
License
Authors retain copyright under a Creative Commons CC BY-NC license
