Browsing by Author "Mwashilindi, Goodluck"

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    Education marketing and service delivery modes in higher education: A comparative analysis of the University of Dar es Salaam and Kampala International University in Dar es Salaam Tanzania
    (University of Dar es Salaam, 2018) Mwashilindi, Goodluck
    The main objective of the study was to analyze education marketing and service delivery modes in higher education, focusing on potential of more clients to join higher learning institutions as a result of improved service delivery; specifically comparing the University of Dar es Salaam as the established public University and Kampala International University as the growing private University in Dar es Salaam city respectively. Conceptual framework had independent variables which were students’ enrollment, number of graduates, number of courses offered, staff-student ratio; dependent variables which were distance learning, online studies, weekend/evening classes, modules and crash programs; interjected by other variables namely reliability, accessibility, coverage, flexibility and visibility. Quantitative and qualitative research approaches were used in collecting data from a randomly selected sample and analyzing such data using tools such as SPSS. Findings of the study indicated a positive relationship between independent and dependent variables as interjected by more variables in education marketing and service delivery modes respectively. Similarities in service delivery modes such as evening classes were observed in both Universities, participation in international higher learning institutions exhibitions, also, differences, such as, crash programs offered by the University of Dar es Salaam in the form of executive program, but not by Kampala International University in Dar es Salaam. Implications of the study was on introducing services that meet consumer expectations using service delivery modes in marketing Universities. In future, the study on education marketing can provide useful information for policy makers and education service managers, for instance, it can help to inform decisions on attributes to add to Universities or make certain changes such as re-branding the University. The study recommended that using service delivery modes, and the right marketing mix strategies can provide opportunities to students who would otherwise have failed to join University studies as a result of time and place constrains.