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

Abstract

Abstract— Crafting an effective marketing strategy for the university is critical to efficiently nurture the customers, improve the bottom line at institutional level, increase enrollment and eventually leverage the university income. The study investigated the effectiveness of the marketing strategies in increasing the enrollment levels in public universities in Zambia. One hundred questionnaires were administered on full time students and members of staff from the Communications and Marketing Departments in the two public universities in Zambia. Data were analyzed using the Mean and T-Test. The results showed that there is significant relationship between marketing strategies adoption and student enrolment. The findings revealed that the extent to which universities adopt marketing strategies in enhancing students’ enrolment is significantly low. The study further reveals some marketing strategies in their order of perceived effectiveness that can be used by universities to boost students’ 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 in the long run. It is therefore, recommended that marketing strategies such as the use of university websites, social media platforms, developing market driven programmes, infrastructural development, good customer care management, employing of qualified staff, and quality service delivery are critical to boost the enrolment levels.