THE USE OF EFFECTIVE MARKETING STRATEGIES TO INCREASE ENROLMENT IN SCHOOLS

THE USE OF EFFECTIVE MARKETING STRATEGIES TO INCREASE ENROLMENT IN SCHOOLS

Abstract:

This study is concerned with the marketing strategies
used to increase the number of students on roll in Betty
Queen International School, Kaduna.
The study researched the extent to which the enrolment
has been influenced by these strategies tor over eight
years, Primary data obtained through questionnaire and
direct interviews were used as the instrument of the
research.
It was found that effective enrolment in the school
was actually informed by the use of the 4Ps or promotional
mix. Though the school does not have a marketing department
and education is seen as a service in Nigeria, the increment
in enrolment during the period covered can be attributed to
(i) School result or academic performance of the students
which attracted 50% of the parents to the school,
(il) Location of the school campus which is in the center
of the town.
(iii) Promotion which is carried out mostly through interschool competition and club activities.
(Iv) Modest fees being charged also attracted some of the
parents who regard their fees as right.
It was thus concluded based on the two hypotheses
tested that:-
[il ]
ABSTRACT
(1) Promotional mix is used as a strategy in increasing
enrolment in the school.
(2) That the 4Ps do not influence the enrolment equally.
Product has the greatest influence on parents while price
has the least.
(3) Use of promotional mix has brought increment on the
number of students on roll.
Based on the findings, it is recommended that:-
(a) There is a need to improve the quality of marketing done
in schools in order to enhance enrolment and customer
services.
(b) There should be a marketing department in each school to
implement marketing concept.
(c) Government should have policy guidelines on operation of
schools using marketing concept.
(d) There should be a consumer group dimension forum in
schools constituting only parents.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

THE USE OF EFFECTIVE MARKETING STRATEGIES TO INCREASE ENROLMENT IN SCHOOLS

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