Effectiveness of the Marketing Strategies in Increasing Student Enrollment in Public Universities in Zambia

Abstract

The study investigated the effectiveness of the marketing strategies for students’ enrolment in public universities in Zambia. One Hundred (100) questionnaires were administered in this study. The study population was three thousand full time students on campus and Full time members of staff from communication and Marketing Departments. Data were analyzed using the Mean and Population T-Test. The results revealed some marketing strategies that can be used in universities to boost students’ enrolment in their order of perceived effectiveness. It has indicated that the extent to which universities adopt marketing strategies in enhancing students’ enrolment is significantly low in most of the studied universities. The results further showed that there is significant relationship between marketing strategies adoption and student enrolment. Based on the findings, it was concluded that adopting effective marketing strategies in universities can enhance student enrolment which will expand the universities income opportunities for sustainability and quality service delivery of the organization in the long run. It is therefore recommended that marketing strategies such as universities website/social media, quality programmes, infrastructural development, media adverts should be used to boost enrolment since it is a modern means of awareness creation and communicating values of the institution to the prospects. This will serve to increase enrolment rate, thereby increasing literate populace in the country for social and economic well-being of the country.