Valley International Journal Digital Library

VIJ Digital library
Articles

Effect of Marketing Communication Tools on Student Enrolment in Private Universities in South Sudan

PDF
  • Omwenga Malach Ogeto,
  • Atahir Adam Majan,
  • Taban Augustine Joseph,
  • Eri Okello
Omwenga Malach Ogeto
Africa Zeal University
Atahir Adam Majan
Africa Zeal University
Taban Augustine Joseph
Africa Zeal University
Eri Okello
Africa Zeal University
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 08 (2024)

Submission to VIJ 2024-08-28

Keywords

  • marketing communication tools, advertising, direct marketing, social media marketing, customer relations and student enrolment

Copyright (c) 2024 Omwenga Malach Ogeto, Atahir Adam Majan, Taban Augustine Joseph, Eri Okello

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The aim of this research was to find out the effect of marketing communication tools on student enrollment in private Universities in South Sudan. The study mainly focused on determining the effect of advertising on student enrollment, establishing the effect of social media marketing on student enrollment and to find out the effect of direct marketing on student enrollment. A survey research design was used in this study. The target population comprised of 516 second year students. Data was collected through the use of questionnaires. The coded data was analyzed using quantitative techniques of descriptive analysis, included mean, frequency, and percentages. The data was presented using frequency tables. The study concluded that marketing through radios makes it possible to reach a large population of customers, that Facebook marketing had an influence on admissions and marketing, interaction with student networks influenced students’ decision of choosing their favorite university, meeting customer expectations and satisfaction through quality services to students makes it easy for them to refer others to join same institution. Advertisement had no statistically significant effect on student enrolment in the private Universities in south Sudan, social media marketing has no statistically significant effect on student enrolment and direct marketing had a significant statistical effect on student enrolment. The study recommended that television coverage organized by Universities to include enticing programs and use of career experts in order to have an influence student’s choice to join, implementation and utilizing social media for marketing has to be fully adopted or considered in order to attract more students, that secondary school visits by the university salespersons program to be tailored to the requirement with experts in different fields so has to influence students directly, private universities are advised to recruit qualified teaching staff for quality teaching/ services to students and finally the study recommended that learning institutions should make use of alumnae as a mode of marketing the institution if at all they served them well during their session in campus being a cost free mode of marketing.

PDF

References

  1. Aaker, T. (2014). Mood and judgment: The affect infusion model (AIM). . Psychological Bulletin.
  2. Akinola, J. A., Akinradewo, O. F., & Olatunji, S. O. (2012). Impact of total quality management (TQM) on Nigerian construction firms. In Proceedings of 4th West Africa Built Environment Research (WABER) Conference (pp. 225-235).
  3. Ali, A., Khan, A. A., Ahmed, I., & Shahzad, W. (2011). Determinants of Pakistani consumers’ green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3), 217-226.
  4. Arline, H. J. (2016). Marketing strategies used by franchise small businesses to retain customers. Walden University.
  5. Armstrong, G., &Kotler, P. (2010). Marketing: An introduction (8th ed.). NewYork:Prentice Hall.Addmour,
  6. Bain C. (2012). Research projects, global luxury goods market will grow overall by 10% in 2012, though major structural shifts in market emerge
  7. Becić, S., Stojanović, M., & Nikolić, M. (2018). Role of marketing and social networks in improving business effectiveness. Ekonomika, 64(3).
  8. Bisson, J. I., Roberts, N. P., Andrew, M., Cooper, R., & Lewis, C. (2013). Psychological therapies for chronic post‐traumatic stress disorder (PTSD) in adults. Cochrane database of systematic reviews, (12).
  9. Boulden, C. (2003). Research paper: Is the' Hierarchy of Effects' View of Advertising Evident Amongst Perth Advertising Agencies?
  10. Chi (2011). Research journal paper: Social media as a marketing tool: A literature review- University of Rhodes Islands South Africa
  11. Dick and Basu (2012) The effects of loyalty in Korean mobile telecommunication services customer satisfaction and switching barrier on customer telecommunications Policy, 28(2), 145-159.
  12. Gunasekaran, A. (1999). Agile manufacturing: a framework for research and development. International journal of production economics, 62(1-2), 87-105.
  13. Heller Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & leadership, 39(5), 30-37.
  14. Howard D, J and Barry T,E, (2015), research article paper: A review and critique on Hierarchy of effects in advertising
  15. Husseini, S, E and Tooraj S, Mesoomeh H, K (2013), research journal the investigation, of Lavidge and Steine Models capability in measuring the advertising effectiveness of fire insurance: A ccase study of insurance company in Mashhad
  16. Ivy, J. (2001). Higher education institution image: acorrespondence analysis approach. International Journal of educational management, 15(6), 276-282.
  17. Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
  18. Jenster, P. V., & Søilen, K. S. (2009). Market intelligence: building strategic insight. Copenhagen Business School Press DK.
  19. Kotler P. Gary A. Veronica W. and John S. (2009). Book principles of Marketing European Edition 7th edn Paperback – 27 Oct 2016
  20. Kotler, P. (2010). Principles of marketing: a South Asian perspective, 13/E. Pearson Education India.
  21. Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.
  22. Mehrdad, H. O. S. S. E. I. N. (2011). A study of factors affecting entrepreneurship in lorestan province with an emphasis on education. Journal of new approaches in educational administration, 2(8), 97-114.
  23. Nilsson, F., & Rapp, B. (2005). Understanding competitive advantage: The importance of strategic congruence and integrated control. Springer Science & Business Media.
  24. Norman, E. H. (2000). Japan's emergence as a modern state: political and economic problems of the Meiji period. UBC Press.
  25. Oliver, R. L., & Swan, J. E. (2015).Equity and disconfirmation perceptions as influence on merchant and product satisfaction. Journal of Consumer Research, 16, 372-383.
  26. Onyambu, M. K., & Akama, J. S. (2018). Gusii soapstone industry: critical issues, opportunities, challenges & future alternatives. (No Title).
  27. Oyunge, A. M. (2019). Marketing mix and customer relations in soapstone carving businesses in tabaka, kisii county, kenya. ir-library.ku.ac.ke
  28. Petrovski, D., & Pestana, J. P. (2017). The Importance of Target Audience Selection for Kano Model Effectiveness: A Case Study of Klarna Group.
  29. Pitts, S. E. (2013). Would you credit it? Navigating the transitions between curricular and extra-curricular learning in university music departments. Arts and Humanities in Higher Education, 12(2-3), 194-203.
  30. Prepletaný D. (2013). International Marketing, the Impact of Digital Technologies on Innovations in Retail Business Models, Aalborg University
  31. Sairun, A., & Faris, S. (2016) Research journal efficient and effective management of sales force
  32. Steenkamp, J. B. E., & Geyskens, I. (2012). Transaction cost economics and the roles of national culture: a test of hypotheses based on Inglehart and Hofstede. Journal of the Academy of Marketing Science, 40, 252-270.
  33. Sultan, A. J. (2014). Addiction to mobile text messaging applications is nothing to “lol” about. The Social Science Journal, 51(1), 57-69.
  34. Tarasova, N., Lokteva, E., & Lunin, V. (2015). Green chemistry education in Russia.
  35. Walters (1995) “On-line personalized sales promotion in electronic commerce “Expert Systems with Applications Vol.27, No. 7, Pages 35-52
  36. Zineldin, M., & Philipson, S. (2007). Kotler and Borden are not dead: Myth of relationship marketing and truth of the 4 Ps. Journal of consumer marketing, 24(4), 229-241.