Awareness and perception of the international baccalaureate diploma programme: a study of Nairobi residents

Abstract

The purpose of this study was to establish how aware Nairobi residents are about the International Baccalaureate Diploma Programme and how they perceive it The specific objectives were to determine the level of awareness of Nairobi residents regarding the IBDP and determine how Nairobi residents perceive the IBDP.

The researcher chose to investigate the IBDP among the Nairobi residents because, despite the programme being in existence in Nairobi for over ten years, many educational institutions were still not offering it Therefore, due to the competitive nature of secondary education today, knowledge regarding the awareness and perception of the IBDP from the external environment would be a source of competitive advantage for organisations already providing this programme.

The study used a sample survey research design. Shopping centre sampling was used to select respondents from the target population. Data was collected through administering questionnaires in the designated locations. Awareness of the IBDP was determined from the number of respondents who had heard of the IBDP and recorded true statements about the programme. Perception of the programme was established from the extent to which the respondents characterized the programme. Descriptive statistics mainly comprising of percentages, means and frequencies was used to analyse the data.

The findings of the study indicated that Nairobi residents have a low awareness about the existence of the IBDP and what. it offers. They strongly perceived it to be highly recognized by global universities but perceived it to be quite gender and culturally insensitive. However, majority also perceived it to be practical, thorough, relevant and involving.

In order to create more awareness and a better perception of the IBDP, it was recommended that educational inst!tutions offering this programme improve on their marketing strategies and be more proactive in informing the general public about the benefits of the programme, if they are to gain a competitive edge over those institutions

that do not offer it. Kenyan public and private universities should admit more students who have done this programme to capture students leaving for foreign universities. Due to the many benefits the programme offers the Kenya Government should fully incorporate it in its country's educational policies. Comparative studies need to be carried out within the educational institutions offering this programme with the aim of establishing how internal environmental factors affect awareness and perception of the IBDP.