Zimbabwe Journal of Educational Research

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A Study of the Need to Establish a Market-oriented Culture in Educational Institutions in Zimbabwe

S. M. Mahere


The study sought to investigate the need to establish a market-oriented culture in educational institutions in Zimbabwe. The investigation employed documentary research method, and used the secondary documentary sources to gather data. The findings revealed that, in the education sector, there have been rapid changes in the marketplace, work environment and job requirements. A large number of schools, teacher training colleges, technical vocational colleges, universities and institutions for specialised fields have been established. The promotional culture of marketing is critical in getting the word out to the target market, i.e. learners and parents, that the institution has something beneficial to offer them at a great value. Accordingly, findings revealed that there is a strong need for educational institutions to establish a market-oriented culture so that they market their products and education services. A typical marketing mix for developing an effective marketing strategy, comprise 4Ps: product, place, price and promotion, which an educational institution, being client-centric, may extend to include three more Ps: people, process and physical evidence. Marketing research facilitates marketing decisions and aids the institution learning about the marketplace, the education industry, pupils, students, products and education services. The study recommended that an educational institution should let the would-be clients know that it exists, and should market its products and education services. Finally, observing that for most institutions, the number one marketing and public relations force is their own employees, a call was made for education institutions to empower their employees to make effective decisions.

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