Promotion Strategies For The Marketing Of Educational Services In Enugu (a Case Study Of (esut) Enugu State University Of Science And Technology)., ---table Of Content
Chapter One-- Introduction
Background Of The Study
Statement Of The Problem
Objective Of The Study
TABLE OF CONTENT
CHAPTER ONE: INTRODUCTION
Background of the Study
Statement of the problem
Objective of the Study
Significance of the Study
Scope of the Study
Definition of Terms
Use of Out Reach/Satelite Campuses
personnal Selling And ESUT
publicity And Educational Institutions
CHAPTER THREE: RESEARCH METHODOLOGY
area Coverage of the Study
Secondary Sources of Data
Population of the Study
Determination of Sample Size
Size for Staff
Method of Data Analysis
Selections And Construction of Research Instrument
Administration of Questionnaire
PRESENTATION ANALYSIS AND INTER-PRETATION OF DATA
Presentation and analysis of data
Test of Hypothesis
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
Summary and Findings
OF THE STUDY
The establishment of business
organization and educational
service requires that the firm make key decision.
This decision effects the total
marketing programmes of the firm simply put the marketing strategy.
However, one vital area of such decision which demand proper attention is the
promotional strategies educational institution must initiate promotional
policies and programmes to inform persuade, and educate it’s target audience of
the existence of the organization and their services. Although creation
of demand for a firms product services may be the ultimate objective.
The firms must put in place a set of activities aimed at stimulating demand for
the services. This may involve determining the optimal combination of the
promotional mix, advertising, sale promotion, personal selling, publicity,
public relation, direct marketing and packaging to achieve its promotional
objectives. The optimal blend is a function of the promotional resources,
nature of the product just to mention but a few.
Adirika, Ebue and Nnolim (1996:35) see promotion as the component used by the
organization to inform, educate, and persuade the market regarding their
companies offerings, advertising personal selling, sales promotion, publicity
and public relation and the major variable of promotion.
Promotion is a vital ingredient
of survival and development without adequate promotion, product may not sold
where they sell, their continuality is not in doubt.
The art and science of
marketing promotion, which comprises of advertising personal selling sales
promotion public relation and direct marketing is often associated with glamour
Infact, most of the budget of some companies is spent on promotion because of
the need to service in the competitive marketing environment (Oppo.J.
(1972:201) confirm that the promotional tools to serve as supreme vehicle in
competition and provide the only way a market researcher can hope to penetrate
on established market. He went further to state that for a company must
value the importance of promotion, educational institution engages in
promotional activities in order to increase patronage.
With the proliferation of educational institution in Enugu State, there is the
need to appraise the promotional strategies used by the educational institution
in facing competition in the industry which is becoming keener everyday.
Manufacturers and producers of
good and service including tertiary are now aware that promotion does not only
inform and persuade but can strive towards profit making through increased
sales. It is in this light of this importance attached to promotions
these researcher seeks to look at promotional strategies the marketing of
educational services with particular interest on ESUT operation in Enugu
OF THE PROBLEM
Inadequate customers patronage
are often given by
entrepreneur as major cause of
their failure. A careful review of their circumstances often reveals
abnormal ignorance of need for promotional skill or deliberate neglect of the
Quite often, marketers are very optimistic about sales (patronage) they
conceive the wrong motion that their good will sell themselves forgetting that
even the best product services still need to be stimulated in order to move out
of the stores infact the creation of effective promotional strategies are on
essential move towards creating a market. The above statement applies
equally to tertiary institution. Despite the numerous advantages inherent
in effective Dr-miro as a result of proliferations of educational institutions,
and the battle to wine customer (students) there is need to take serious look
at promotion as one of the survival strategies tools. Most of the
potential students are not aware of educational institution like tertiary
institution. This is as a result of many education al institution in the
country and lack of coordinated promotional strategies .
In this project the researcher will look at the promotional strategies in the
marketing of educational service with particular interest on ESUT – Enugu.
OF THE STUDY
The primary aim of the study is
to evaluate the promotional
activities in the marketing of
educational service in ENugu metropolis with particular interest on ESUT.
To determine the extent to which consumers were of educational in Enugu
To evaluate the promotional activities in tertiary institution in Enugu
metropolis in order to determine the viability
To determine the impact of promotional strategies on consumers interest for
To fined out it promotional activities of educational institution lead to
increase desire for their service.
To determine the extent to which promotional activities educational services
ahs achieved the institutions promotional objectives.
To determine the impact of promotional activities of consumer (students) on the
patronage of institution
To examine the major set back on promotional activities of educational
To make appropriate recommendations based on the findings of the study
Based on the problem and
objective of this study, the
following research question
have been formulated.
Does promotional activities of educational institutions lead to increase
awareness of the institution to its consumers?
does promotional law affect negatively on promotional activities of educational
Does promotional activity of educational institution lead to increase consumer
To what extent does promotional activities adopted by these institutions in
Odo (1992) stated that
significance of a study simply mean
how the different users and
readers of the project will view the study. In the light of the above
this study will be the great benefit to the operators of higher institution and
most importantly (tertiary institutions) as the study will unveil some of the
cost effective and efficient promotional game plan that could be adopted the
boost or embrance the performance of their operations not only in Enugu
metropolis but also within Nigeria.
Promotional consultant have been deprived of exellent performance in their
operation because of scarcity and insufficient data and inadequate literature
available in this research. This study went successfully completed and
adequately supervise will be a addition to the essential literature needed in
promotion and vital areas of marketing communication. Promotional
practitioners and consultant will therefore use it extensively for
reference. Above all this study will also be if beneficial to both the
researcher and reader understanding in the areas, which could stir up further
study. Based on the pre-group it become indisputable that the need for
this study is worthwhile.
1.6 SCOPE OF
This study concentrated on
promotional activities of tertiary
institution. However, due
to the researchers predisposition and many other limitations, which could not
allow this, the scope of this study has been narrow down to ESUT in Enugu
Promotional strategy: it is controlled integrated programme of communication
method and material designed to present a company to prospective customer
(Adirika, Ebue, Nnolim).
Advertising: Is a group of activities arming at an inducing dissemination
of information in any paid no personal from consuming an idea product or
service to compare action accordance with the import and identifiable sponsor.
Sale promotion public relation, the deliberate planed and sustained effort to
establish and maintain. Mutual understanding between an organization and
its public (Edoga and .
Direct marketing it an interaction marketing media to effect a measurable
Personal selling face to face interaction with one or more prospective purchase
for the purpose of making presentation answering questions and producing of
Public relations and publicity: A variety of programme designed to promote on
protect a company’s image or its individual product.
TERMS AND CONDITIONS APPLY
For more informations on project materials and more