The Marketing Landscape of Universities in Zimbabwe: Perspectives, Practices and Prospects.

Maringe, Felix (2005) The Marketing Landscape of Universities in Zimbabwe: Perspectives, Practices and Prospects. Zimbabwe Journal of Educational Research, 16, (3)


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The paper synthesizes findings based on a wide ranging research on university marketing in Zimbabwe. The research was primarily aimed at determining university Vice Chancellors’ and internal marketers’ perceptions of marketing, how the marketing function was organized and how specific university customer groups perceived the effectiveness of current university marketing. Data was collected through interviews with Vice Chancellors and ten head teachers of schools with sixth form and through questionnaires for marketing staff and sixth form pupils in the ten schools. Findings were triangulated with data from university marketing documents. Overall it was found that marketing was narrowly conceived and lay on a frail organisational foundation often buried under traditional university structures. Generally lacking a strategic focus, university marketing tended to be determined by the product philosophy of many institutions. The findings suggest that in a higher education environment characterized by growing competition, increasing expansion and diversity and greater choice for university customers, institutions will need to determine a new focus for marketing based on the curriculum which is the core business of these institutions.

Item Type: Article
Related URLs:
Keywords: Education Marketing, Higher Education, University, Zimbabwe
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
L Education > L Education (General)
Divisions : University Structure - Pre August 2011 > School of Education > Leadership, School Improvement and Effectiveness
ePrint ID: 24584
Accepted Date and Publication Date:
Date Deposited: 31 Mar 2006
Last Modified: 31 Mar 2016 11:46

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