Marketing and Communication Strategies: A Case Study of Student Recruitment at Selected Public Universities

Chulumanco  Mgweba; Veena  Rawjee; Paulene  Naidoo

Chulumanco Mgweba Faculty of Management and Public Administration Sciences, Department of Marketing, Public Relations Management and Communication, Walter Sisulu University, South Africa.
Veena Rawjee Faculty of Management Sciences, Department of Public Relations Management, Durban University of Technology, South Africa.
Paulene Naidoo Faculty of Management Sciences, Department of Public Relations Management, Durban University of Technology, South Africa.

Abstract

Background: Higher education faces challenges in attracting first-time students due to market forces and revenue competition. Recruiting first-time university students is a challenge for higher education recruiters in attracting and enrolling students effectively. Materials and methods: Increased competition among higher education institutions (HEIs) requires competitive marketing and communication recruitment strategies. The study aimed to analyse the role of marketing and communication strategy in student recruitment. A qualitative study of two public universities in South Africa's Eastern Cape province revealed competition among institutions for first-year students. Results: Universities use a mix of traditional and technology-based communication strategies, with print media, digital media, newspapers, brochures, and social media being the most effective. Conclusion: The study suggests incorporating competitive marketing and communication intelligence strategies to boost student recruitment and regularly revise marketing communication tools to gain a competitive advantage and market share.