Marketing strategy and marketing performance of higher institutions of learning; Case study: Uganda Martyrs university Nkozi campus

Abstract

This study examines marketing strategy and marketing performance of higher institution of learning. In particular, the focus of exploring marketing strategy as the independent variable and marketing performance as the dependent variable conceptualizations associated with successful higher education brands in Uganda martyrs University as case study. The study objectives were; evaluating the relationship of branding and marketing performance, Analysing public relations involvement to the marketing performance of universities and Assessing the product mix Strategy and branding in relation to the marketing performance. A case study design was adopted and data collected from a sample of 50 respondents. Self administered questionnaires, interview guide and documentary review guide were used in the study. Data was analysed using SPSS Version 16 and findings were presented in a tabular format showing frequencies, percentages, mean and standard deviation. Qualitative findings were presented in themes in a narrative form. The findings show that Uganda Martyrs University brand is a vital factor to one’s decision of joining the university and it was exposed that University functions, social corporate responsibilities activities and government events has created goodwill amongst the public which has increases student intakes and enrolment. It was also established that internet facilities, accommodation, catering services, sports activities, church services and a wide range of courses and programs that attract and try to satisfy different demands by the target market. This confirms that there is a significant relationship between branding, public relations, product mix and marketing performance. Finally the researcher recommended that the institution should gain insight from multiple stakeholders. When conducting a marketing assessment, involve key personnel (e.g. executives, marketing and sales leaders) to create a clear, well-rounded view of where the institution stands, and what work needs to be done to increase the potential for success.