Articlediamond2021

MARKETING MIX AND STUDENTS’ ENROLMENT IN INSTITUTIONS OF HIGHER LEARNING

Linda Anane-Donkor · De-Graft Johnson Dei

11 citations0/0 files storedJournal of Management and Business Education

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Consumer Behavior and Marketing Influence Higher Education Governance and Development Marketing and Advertising Strategies

Abstract

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 enrolment in the IHLs.

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2018What does ‘quality’ in higher education mean? Perceptions of staff, students and employers 2016Constructing a national higher education brand for the UK: positional competition and promised capitals 2004The research on school marketing 2016IMO and internal branding outcomes: an employee perspective in UK HE 2012Importance of marketing mix in higher education institutions 2011MARKETING HIGHER EDUCATION USING THE 7 PS FRAMEWORK 2020Marketing Mix Instruments as Factors of Improvement of Students’ Satisfaction in Higher Education Institutions in Republic of Serbia and Spain 2014Empirical Analysis of Marketing Mix Strategy and Student Loyalty in Education Marketing

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