Marketing mix and students' enrolment in private Universities in Kwara State, Nigeria
No Thumbnail Available
Date
2019-04-12
Journal Title
Journal ISSN
Volume Title
Publisher
East African School of Higher Education Studies & Development
Abstract
This study aimed at presenting an acceptable marketing mix for private
universities in Kwara State. The study observed the increasing number of
applicants and relates this to the not too impressive patronage of these admission
seekers to private universities. The study adopted a survey research method and
used a research questionnaire titled “Marketing Mix Services and Students
Enrolment”. The data collected were analysed using means, t-test and Pearson
product-moment correlation statistics. The findings revealed that marketing mix
can increase student enrolment and that the application of marketing mix is still
low for private universities in the state. It was therefore concluded that marketing
mix adoption would significantly boost students’ enrolment for these universities.
Hence, the study recommended that the universities identify the marketing mix that
suits their situation. The universities are also urged to use price and promotion to
enhance their student population and, by so doing, enhance their income base.
Description
Keywords
Marketing mix, Enrolment, Price and promotion