Assessment of Marketing Mix as Marketing Communication Strategies by Selected Private Universities

Abstract

For brands to reach a wider audience and ensure that their core message is well-received and understood, they need to communicate and do that well. As a result, different brands, such as private universities, employ marketing strategies to help them do this effectively. This study, therefore, aimed to assess the different marketing mixes some private universities employed as part of their marketing communications strategies. The universities studied include Afe Babalola University, Ado-Ekiti; Caleb University, Imota Lagos; and Adeleke University, Ede. The study employed the survey and adopted both qualitative and quantitative approaches to gather data from some parents and students of selected schools for this research. Findings from this study show that all private universities sampled for this study employed all or some of the marketing mixes as their marketing communications tools. Students surveyed from each university admit that the following marketing mixes were essential in helping them make choices of universities: price, process (registration, accommodation, and results), and programme. Although the three private universities studied for their marketing communications programmes, they do not operate similarly in terms of execution and engagement with customers. Therefore, it is recommended that private universities should mix their marketing tools strategically so they can effectively communicate the unique values they offer through their services. The three universities also need to focus on the people element of the seven marketing mixes.

Keywords: Marketing, Marketing Mix, Communication, Marketing Communication, Private Universities