Student Choice of Universities & Relationship with Marketing Strategy
A Case of Master of Business Administration Programme in Kenya
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Demand for MBA has led to more universities offering the program. Against this background universities find themselves competing for larger market share. This study sought to determine the factors (place, process,product, price, services and promotion) that influence students choice of university and the marketing strategies used by universities to promote their MBA program. Data was collected by administering a questionnaire through the drop and pick technique. Data was analyzed using the SPSS statistical package. Factor analysis was used to establish the relative importance of various factor...
Demand for MBA has led to more universities offering the program. Against this background universities find themselves competing for larger market share. This study sought to determine the factors (place, process,product, price, services and promotion) that influence students choice of university and the marketing strategies used by universities to promote their MBA program. Data was collected by administering a questionnaire through the drop and pick technique. Data was analyzed using the SPSS statistical package. Factor analysis was used to establish the relative importance of various factors in the choice of a university using inferential statistics. T- Test was used to determine the relationship between marketing strategic and factors (place, process, product, price,services and promotion) influencing students choice institution to the test the hypothesis.
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