This project is on the marketing of educational programme of tertiary
A case study of the institute
of management and technology (IMT), Enugu. The major objective of the
study was to determine the extent of effectiveness which IMT has attained I the
marketing of its educational service.
The populations studied comprised of student personnel and employers of IMT
graduates primary and secondary data collected were analyzed and hypothesis tested
using the chi-square statistical technique.
From the data analyzed, the researcher came up with the following findings.
Inadequate physical facilities limit the effectiveness of IMT in marketing its
The quantity of graduates being turned out today by the institute is
The institute management is not marketing oriented and does not attach
importance to the satisfaction of its customers (students)
Most of the customers (students) experience too much stress and are not
satisfied with the total package of educational service received.
The researcher recommends the following to help solve the problem:
The management building and providing more physical facilities such as
libraries, lecture rooms, laboratory, etc.
The government of Enugu State providing more funds and reducing the total price
(fees) paid by customers.
The management of the Institute becoming marketing oriented and carrying out
monitoring research to determine the level of satisfaction in pr
dissatisfaction and then taking appropriate action;
Motivating the personnel of the Institute very well to render educational
service more effectively.
The conclusion of the study is that the marketing of educational service in IMT
today is not effective, but this can be changed by adopting the (marketing)
strategies listed above.
TABLE OF CONTENTS
Chapter One – Introduction
Background of the study
Statement of the study
Objectives of the study
Significance of the study
Scope of the study
Limitation of the study
Chapter Two – Literature review
Background history of education
Historical background of IMT
The administrative division
An overview of I.M.T academic
The dynamic of change in
Source of data
Sample size determination
Sample size for personnel
Sample for students
Sample size for employers
Research instruments need
Validation of research
Method of data organization and
Presentation and analysis of
Discussion of findings,
recommendation and conclusion
Summary of findings
BACKGROUND OF THE STUDY
The marketing of educational programme of tertiary institutions in Nigeria
cannot be said to be more appropriate to come under focus at any other later
time than now.
This assertion stems from the fact of the importance of the study to the body
running, management and administration of our tertiary institution. This
study is equally going to be more relevant to the planners and financial to
those tertiary schools.
The knowledge of the salient issues in the study will assist the planners and
managers of the institution to really understand the extent to which the
programmes have been effective.
The customers (student)
attitude and perception of them, the impact of promotion on them, people
choice, their preference, intense etc. for this knowledge to be more meaningful
and well appreciated, we have to see the program (course) as products they are
displayed for people to buy and products they are displayed for people to buy
and people will definitely make choice and offers start mill, an eminent
English scholar, defined education in his 180y address to the university of St
Andrews as “whatever we do for ourselves and whatever is done for us by others
for the express purpose of bringing us somewhere nearer to the perfection of
our nature. It is the culture which each generation purposely gives to
those who are to be its successors, in order to qualify them for at least
keeping up, and if possible for raising the level of improvement which has been
Following from the above we
will have to see and regard the educational programmes offered by the tertiary
institution as products. And the students constitute the market, that is,
the consumers – call it the potential customers from the equality, a product –
customers relationship must have to be established and developed.
Educational program (course) offered by tertiary institution must be such that
should be capable of eliciting high demand in the market place. As
product they must posses features and attritonets that are appealing and
admirable to convoke the consumer that they (the programe) are good enough for
them, in order words, they must posses the rich attributes good features that
are characteristics of product in service marketed.
The consumers (customers) must be able in them, those distinguishing
attractants and appeals that will actuate effective demand. Such
attributes and appeals should ability of the course to provide one with the
means of live hood upon graduation take one into the realm of the society both
in the present and in future. The course must be capable of providing
people with the desired focus and the opportunity for one to find its position
in competitive environment. Again, they should be such that could enable
on attain self actualization in life.
The prospective students (consumers) of these product must have to exercise
caution and be extremely careful in their choice offerings. This is
because someone can be made or unmade (ruined) by the choice of course he
made. And equally by the amount of moral and mental attitude he/she was
able to put into him/her.
Schwarz a great philophical writer opined “a man is a sum total of what he
thinks he is” coupled with the amount of moral and positive mental development
he is able to put in himself (Schwartz: 1959:10).
STATEMENT OF THE PROBLEM
Every organization exist to satisfy the needs and wants of its target market at
a profit variously defined. These needs and wants are dynamic. The
organization must through its strategic management process adopt to the
changing needs and wants. When an organization is able to satisfy the
needs and wants of its target market, it stands the chance to make its desired
profit and to grow and survive, therefore, in one time or the other an
organization must larry out an evaluation of its marketing strategies and
performance to ascertain whether they are effective or not in meeting the needs
and wants of its customers. Through this assessment the organization
would be to discover its shortcomings and thereby make the necessary changes to
improve on its efficiency and effectiveness.
The institute of management and technology (IMT), Enugu which has existed
since 1973 offers various educational services (course) to its customers
(students). The educational service or total product offer are intended
to give satisfaction to the target market. Are the customers’
satisfaction with the educational service they receive? Are the employers
satisfaction with the performance of IMT graduates? Has IMT educational service
contributed in the development of Nigeria?.
OBJECTIVES OF THE STUDY
The following objectives were addressed in this study:
To identify the types of educational services (course) offered by the institute
of management and technology (IMT), Enugu.
To determine if IMT has adequate physical facilities to attain the required
effectiveness in offering of their educational service.
To determine whether IMT has competent personnel who render educational service
to customers (student).
To determine if IMT practices the marketing concepts by actually considering
the satisfaction of their customers (students) in the process of offering their
To determine of the educational service offered by IMT are in turn with the
development needs of Nigeria.
To find out how employers rate the quality of service received form the
graduates of IMT.
To determine how students perceive the total fees (price) paid for educational
To determine if IMT has good image in the assessment of the public; which will
help in attracting new customers (students) in its educational services.
The researcher was conducted by
using the following hypothesis.
The current IMT students are not satisfied with total package of educational
Employers’ rating of IMT graduate performance is very satisfactory.
The customers (students) are dissatisfied with the current high price (fees)
paid for educational service.
The effectiveness of IMT in marketing its educational service is limited by
inadequate physical facilities.
IMT’s reputation is giving high quality educational service has diminished in
SIGNIFICANCE OF THE STUDY
The findings and recommendation of this study is expected to benefit the
The employers, the government
and management of the institute of management and technology, Enugu.
Customers purpose service in order to satisfy their wants and needs. An
organization may offer service to its target customers but they may not actually
be satisfied. Where this becomes the case, the organization will have to
modify its offspring or rise better marketing mix to satisfy its target
market. In this regard, this study will be very useful to establish
whether the institute of management and technology (IMT) is actually satisfying
it target customers with its educational services offer springs. Any
start comings which the study may reveal where to be rectified or remedied the
customers desire or wants will be given to them.
Moreover, If IMT fails to satisfy its customers, sooner or later the institute
will acquire bad image and will certainly lose potential or prospective
customers. Also the institute will not be performing its expected role in
making contribution to the development of Nigeria.
The government of Enugu State which owns the institute will not be achieving
its objectives. If IMT does not market its educational services
effectively. After spending or inventing amount of money in running and
maintaining the institute, the objectives of the government should be realized,
this study therefore will help the government to know what to do in order to
enable the institute to better satisfy its target market.
The study will equally reveal how IMT graduates are performing in their jobs
based on the rating of their employers. Graduate are being turned out to
meet the developmental needs of the nation.
SCOPE OF THE STUDY
This study was limited to the institute of management and technology (IMT),
Enugu to determine its effectiveness in marketing educational services to
students. The study focused on both current and graduated students who
have consumed or are still consuming the service offerings (course) of the
institute. The employers of IMT graduate surveyed where limited to those
in Enugu metropolis.
TERMS AND CONDITIONS APPLY
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