The University of Southampton
University of Southampton Institutional Repository

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

Record type: Article

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.

Microsoft Word ZJER_publication.doc - Other
Restricted to Repository staff only
Download (97kB)

Citation

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

More information

Published date: 2005
Keywords: Education Marketing, Higher Education, University, Zimbabwe

Identifiers

Local EPrints ID: 24584
URI: http://eprints.soton.ac.uk/id/eprint/24584
PURE UUID: aa716c04-985b-456c-a377-51930d618c76

Catalogue record

Date deposited: 31 Mar 2006
Last modified: 17 Jul 2017 16:13

Export record


Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×