The influence of marketing communication tools on student enrollment in private universities in Kenya

Abstract

The study objective is to the influence of marketing communication tools on student enrollment in private universities in Kenya. The study used the descriptive research design. The study used questionnaires as data collection instruments. The data was analyzed using Scientific Programme for Social Sciences (SPSS). The analysis was presented using figures and tables. The analysis concludes that the level of digital marketing capability in the private high education industry in Kenya is average. This is primarily because the use of online learning and advertisement among Kenyan universities is still growing. The study therefore concluded that private universities should also chose the methods of traditional and digital marketing in a way that is critical important to their goals and anticipations. The study concludes that strategies used in the traditional and digital marketing by private universities should further be adopted at the branch level and not only in the head office. The study concludes that there should be enhanced scope of strategies and not only depending on a few marketing strategies. That private universities should engage the use of more than one marketing strategy and that with the current increased competition in Kenya and abroad in higher education, there is an importance of using mobile apps as a strategy in the marketing to enhance higher enrolment in private universities That the marketing strategies should not only be applied by the head office at the university, but each branch should have a department to address marketing strategies and issues that relate to customer service. The customer service personnel’s should be very well trained on how to use marketing strategies to ensure customer service is above the traditional standards. That there is a need for the private universities to adopt digital marketing services to enhance quality of customer service and service delivery in order to enhance higher enrolment in their campus. Most universities have not embraced the use of social networks to use as student recruitment tools. Technological advancements are changing how student recruitment is being done in higher learning institutions in targeting the techno-literate prospective students. Internet use through university websites has a high usage rate which is equally indicated by student use in accessing university information.