STRATEGIC MARKETING IN EDUCATION SERVICES THE CASE OF A PRIVATE TERTIARY INSTITUTION IN GHANA

Abstract

Driven by the increasing numbers of higher education services in Ghana, the study sought to examine the marketing orientation and strategic marketing practices applied in tertiary institutions. The convenient sampling method was used to select the case specific institution and 25 management staffs with specialized knowledge were identified and sampled. The findings of the study were mainly reported using descriptive statistics. The research findings indicate that the respondents agreed that the institution is market focused and 96% said a strategic marketing plan exists which it uses. Both long and short term plans are used and a marketing plan drives the institutions’ activities. As to the marketing mix variables application, it was realised that not all 7p’s are used in sync and this has an impact on the institution’s performance. Private tertiary education institutions in Ghana need to re-examine their marketing task if they must survive in this competitive sector.

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