Effect of Marketing Communication Tools on Student Enrolment in Private Universities in South Sudan
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The aim of this research was to find out the effect of marketing communication tools on student enrollment in private Universities in South Sudan. The study mainly focused on determining the effect of advertising on student enrollment, establishing the effect of social media marketing on student enrollment and to find out the effect of direct marketing on student enrollment. A survey research design was used in this study. The target population comprised of 516 second year students. Data was collected through the use of questionnaires. The coded data was analyzed using quantitative techniques of descriptive analysis, included mean, frequency, and percentages. The data was presented using frequency tables. The study concluded that marketing through radios makes it possible to reach a large population of customers, that Facebook marketing had an influence on admissions and marketing, interaction with student networks influenced students’ decision of choosing their favorite university, meeting customer expectations and satisfaction through quality services to students makes it easy for them to refer others to join same institution. Advertisement had no statistically significant effect on student enrolment in the private Universities in south Sudan, social media marketing has no statistically significant effect on student enrolment and direct marketing had a significant statistical effect on student enrolment. The study recommended that television coverage organized by Universities to include enticing programs and use of career experts in order to have an influence student’s choice to join, implementation and utilizing social media for marketing has to be fully adopted or considered in order to attract more students, that secondary school visits by the university salespersons program to be tailored to the requirement with experts in different fields so has to influence students directly, private universities are advised to recruit qualified teaching staff for quality teaching/ services to students and finally the study recommended that learning institutions should make use of alumnae as a mode of marketing the institution if at all they served them well during their session in campus being a cost free mode of marketing.
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