Contemporary challenges facing effective marketing of educational services the case of tertiary institutions in Tanzania

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Date
2011
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam.
Abstract
In this study the contemporary challenges facing effective marketing of educationalservices were addressed. The level of importance attached to price, service product, promotion, distribution, people, process and physical evidence was assessed given that the effective marketing of educational services is still at low stage. A descriptive cross-sectional research design was employed using both qualitative and quantitative approaches. The study makes use of questionnaire with structured and open- ended questions. Multi-stage and stratified sampling techniques were used throughout the population in order to get the representative sample. Both primary and secondary data were used through interviews and documentary review. Total of 120 respondents were asked to fill the questionnaires and respond positively. Data collected was processed using the software package (SPSS version 19) in which various non- parametric methods such as Kolmogorov-Sminorv, Mann-Whitney, Kruskal-Wallis and Chi-square were used. The results from the study revealed that there is no significant difference at 5% level of significance on importance attached to service product (i.e. programmes and services) to student institution's experience. High level of significance showed between promorionaltools effectiveness to student's institutions experience and distributions to student satisfaction. The recommendation that there is a need to promote aggressively the concept ofmarketing strategies (i.e. pricing, service product, promotion, distribution, people, process and physical evidence and their benefits when properly used with higher education institutions in order to grasp the intended rewards. Without the student's awareness, the higher education institutions will west time and scarce resources in trying to outweigh each other while students are ignorant of higher education institutions development.
Description
Available in print copy
Keywords
Contemporary, marketing, educational
Citation
Ugulumu, R.C.(2011) Contemporary challenges facing effective marketing of educational services the case of tertiary institutions in Tanzania. Master dissertation, University of Dar es Salaam. Dar es Salaam.