A Survey of the Extent to Which Kenyan Universities Practice Education Marketing

Abstract

Higher education institutions are facing an increasing number of complex challenges that are threatening their future. These include an increasingly complex market place and constantly evolving customer needs. To manage these challenges, the concept of the education market has gradually been introduced to education management and increasingly education is being perceived as a commodity which can be sold and individuals can choose among various institutions and course offers. This study was conducted to determine the extent Kenyan Universities practice education marketing and whether education marketing practices of public universities differ from those of private universities. This study was based on a descriptive design; the population included all Kenyan Universities, both Private and Public. Due to the small number of universities a census study was conducted. Primary data was collected using a semi-structured questionnaire which was divided into two parts. Part A collected data on the type of courses the respondent university was offering while Part B contained Likert type questions that collected data on the extent of practice of education marketing in universities. Some of the questionnaires were personally administered while others were administered through the drop and pick later method. The questionnaire was pre-tested to confirm clarity of questions. - VIII The analysis indicates that most Kenyan Universities offer sciences, arts, theology and business oriented courses. All public universities studied offer sciences, arts, and theology oriented courses. Only one public university does not offer business oriented courses. The results show that Universities in Kenya practice education marketing. The variables of education marketing are used to different extents by the universities. All universities practice product, people, process and promotion dimensions of education marketing to a large extent. Variables of probe/research, price and physical evidence dimensions are practiced to a moderate extent by all Kenyan universities. The practice of education marketing differs in some aspects between public and . private universities. The main differences are in the product, physical evidence and promotion dimensions. There are few significant differences in the probe and price dimensions and no significant differences in people, process and place dimensions. It is suggested that a study could be carried out to establish the extent which other higher education institutions like polytechnics, tertiary colleges and high schools practice education marketing.