THE INFLUENCE OF MARKETING STRATEGIES ON THE STUDENT ENROLMENT OF ENTITIES. A CASE STUDY OF UGANDA CHRISTIAN UNIVERSITY.

Abstract

The paper highlights how marketing strategies affect the enrolment of students in higher education institutions using Uganda Christian University as its case study. In an attempt to identify various marketing strategies to draw and retain students at the university, the research study discussed various marketing strategies. In addition, to attain this goal, the researcher employed a mixed-method research design, a student, alumni, and faculty survey was also complemented by an extensive review of literature that was available. The sample size in the case of 30 participants utilized descriptive statistics and Pearson correlation analysis. Social media advertising received high mean scores from among the effective strategies of digital marketing. The research established that partnership strategies and scholarship programs serve to improve enrolment at UCU. It was also established that the traditional media, through radio and television advertising, are still relevant in reaching both local and international students. Sports programs and outdoor advertising were also found to be among those factors that help improve enrolment. Results from this study indicate that marketing strategies have a strong and positive association with the enrollment of students, which would imply that effective marketing would greatly benefit institutions of higher learning. The result gotten from this present study is in agreement with previously related scholarship on the effects of marketing in higher education. The study contributes to the larger discussion of marketing in institutions of higher learning through calling on universities and colleges to be proactive and purposeful in the study of their marketing activities in order to stay competitive, and also to enable the enrollment of a more diverse population of students. It points to the necessary multi-faceted approach that takes account of current challenges and opportunities facing student recruitment in the higher education sector.