Work

Marketing Mix and Students’ Enrolment in Institutions of Higher Learning

Year: 2021

Type: article

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.

Source: Journal of Management and Business Education

DOI: 10.35564/jmbe.2021.0009

Authors: Linda Anane-Donkor, De-Graft Johnson Dei

Institution: University of Ghana

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W3157442495

FWCI: 1.449

Cites: 20

Cited by: 15

Related to: 10