Work

Bridging Perception and Practice: A Qualitative Study of Service Marketing Effectiveness in Karachi's Business Schools

Year: 2025

Type: article

Abstract: In todays competitive academic landscape, business schools increasingly rely on university service marketing to attract and retain students. In Karachi, where market saturation and cultural factors influence educational choices, understanding the effectiveness of such strategies is vital. Despite its relevance, research on the practical implementation of service marketing within Pakistans higher education sector remains limited. This study addresses that gap by examining how business schools in Karachi utilize service marketing and the challenges they face in doing so. Using a qualitative approach, data were collected through in-depth interviews with 17 stakeholders, including program managers, marketing directors, and public relations officers.

Source: Journal of Management Sciences

DOI: 10.20547/jms.2014.2512102

Authors: Shazma Khan, Sohail Ahmad Khan, Zainulabeydeen, Hadi Hassan Khan, Quratulain Hadi

Institutions: ILMA University, Benazir Bhutto Shaheed University Lyari, Institute of Business Management, Balochistan University of Information Technology, Engineering and Management Sciences

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: bronze

OpenAlex ID: W4412663825