Perceptions of marketing activities and practices in private higher education in Egypt: the impact of marketing on institutions and their image

Abstract

The thesis investigates perceptions of marketing activities in private higher education, and the extent to which these marketing activities have an impact on the image of universities. Pragmatism was the philosophy adopted as it serves the requirement of this study. The study used mixed methods; both quantitative and qualitative tools were used to answer the questions of the study, and to achieve its objectives. The results showed that perceptions of marketing were still in the early stages, in which it was perceived as practising traditional and promotional activities, rather than as a way of thinking or a philosophy for the whole university. In general, there was no precise definition for marketing, or indications of using a strategic marketing plan. Product and selling approaches were usually adopted more than marketing approaches; furthermore, product element was the dominant in the marketing mix. Marketers were more concerned with practising traditional roles for public relations and student admissions, rather than participating in putting together a strategic marketing plan for the university. The results support the conclusion that there is an absence of marketing orientation in these universities. Positioning and building university image was not among the first priorities of these universities when implementing marketing, announcements and recruiting students being more important. With regard to students, choosing a university was influenced by the accreditation of qualifications, the academic reputation and the availability of the subject they wished to study. Moreover, they were more influenced by image and reputation of the university than marketing factors. Word-of-mouth played an important role as a sourceof information in the decisionmaking process. There was a strong association between satisfaction with marketing activities relating to programme and physical evidence and their perception of their university’s image. A
conceptual model of current marketing activities and practices in private higher education in Egypt was suggested, together with an assessment of practical issues facing private higher education institutions. This model could be useful to understand the process of practising marketing in developing countries in a general, and in the Middle- East specifically.

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