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

  • 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.
Published
2024-05-11
Section
Management Science/Operations