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Makerere Journal of Higher Education

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Marketing Mix and Students’ Enrolment in Private Universities in Kwara State, Nigeria

Murtala Abdulyaqin Tukur, Lawal Abdulyaqin Abubakar, Abdulrahman Sayuti Omosidi, Ogbudinkpa Charity Ijeoma

Abstract


This study aimed at presenting an acceptable marketing mix for private universities in Kwara State. The study observed the increasing number of applicants and relates this to the not too impressive patronage of these admission seekers to private universities. The study adopted a survey research method and used a research questionnaire titled “Marketing Mix Services and Students Enrolment”. The data collected were analysed using means, t-test and Pearson product-moment correlation statistics. The findings revealed that marketing mix can increase student enrolment and that the application of marketing mix is still low for private universities in the state. It was therefore concluded that marketing mix adoption would significantly boost students’ enrolment for these universities. Hence, the study recommended that the universities identify the marketing mix that suits their situation. The universities are also urged to use price and promotion to enhance their student population and, by so doing, enhance their income base.



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