EFFECT OF PROMOTION STRATEGIES ON THE MARKETING PERFORMANCE IN EDUCATIONAL SERVICES
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
EFFECT OF PROMOTION STRATEGIES ON THE MARKETING PERFORMANCE IN EDUCATIONAL SERVICES
Chapter one
1.0 Introduction
The expansion of business, including non-profit organisations and education services, necessitates that corporations make critical decisions. This discussion has an impact on the firms’ overall marketing programmes, including their marketing strategy.
However, one critical decision that requires careful attention is the implementation of promotional policies and programmes to inform, persuade, and educate its target audience about the existence of the organisation and its services, even if the ultimate goal is to create demand for a firm’s product.
1.1 Background of the Study
Firm must put in place a set of activities aimed at stimulating demand for the service, which may include demanding the optimal combination of the promotional mix advertising sales promotion, personal selling, publicising, public relations, direct marketing, and packaging to achieve its promotional objectives.
The optimal blend depends on the advertising. With the educational institutions in Imo state, there is a need to evaluate the advertising techniques utilised by the educational institutions in facing competition that is becoming more intense by the day.
1.2 Statement of Problem
Inadequate consumer patronage is often cited by entrepreneurs as a key cause of failure. A comprehensive examination of their circumstances frequently indicates abnormalities, such as a lack of awareness of the requirement for promotional skills or a purposeful disregard for the necessary techniques.
Quite often, marketers are overly optimistic about sales (patronage) and take the wrong approach to promotion strategy. There is a need for promotional strategies in educational institutions because most potential students are unaware of educational institutions such as tutorial institutions.
GOALS OF THE STUDY
The promotional objectives of this study are to analyse the promotional actions in the marketing of education services in the Imo State metropolis, with a focus on the Federal Polytechnic Nekede Owerri.
To determine the extent to which consumers use the Federal Polytechnic Nekede Owerri educational system.
To assess the influence of advertising methods on customers’ interest in educational services.
To measure the extent to which promotional actions in educational institutions achieve institutional promotional goals.
To assess the influence of customer (student) promotional efforts on their performance at the institution (federal polytechnic Owerri).
To investigate the biggest setbacks in educational promotional operations.
Make suitable recommendations based on the study’s findings.
1.4 RESEARCH QUESTIONS.
Based on the study’s problem and purpose, the following research questions have been developed.
Does an educational institution’s promotional initiatives result in increased awareness among its users?
Does promotional law have a negative impact on educational service promotions?
Do educational institutions’ promotional activities enhance customer (student) patronage?
What is the extent of the institution’s promotional engagement in Imo State Metropolis?
1.5 Significance of the Study
According to Odo (1992), the relevance of a study simply refers to how different consumers and readers of the project would evaluate it. In light of the above study, there will be significant benefits to the operation of higher education institutions,
and most importantly, the study will reveal some of the most cost-effective and efficient promotional game plans that could be implemented to embrace the performance of their operations not only in Imo state metropolis but also across the country (Nigeria).
Promotional consultants have been deprived of good performance in their operations due to a shortage of data and literature available in this study. This study was successfully performed and will properly supplement or extend the material required in promotion and vital marketing communication.
As a result, promotional practitioners and consultants will rely heavily on it for references. Above all, students will benefit both the researcher and the reader’s understanding of the subject matter, which may spark more research. Based on the pre-group, it is clear that this investigation requires wit.
1.6 SCOPE OF THE STUDY
This study focused on the promotional efforts of higher institutions. However, due to the researcher’s predilection and other constraints, the scope of this study has been limited to the federal polytechnic Nekede Owerri, Imo State metropolitan.
17 Limitations of the Study
Over the years, there have been several issues linked with the problem of study findings, which are as follows:
Inadequate promotional strategy analysis in the institution has left potential students unaware of the institutional development challenges that some Nigerian educational institutions face.
1.8 Definition of Terms
PROMOTIONAL STRATEGY: It is a controlled integrated programme of communication methods and materials for potential clients (Adirika, Ebube, and Nnolim).
ADVERTISING: It is a set of activities aimed at and inducing the distribution of information in any paid non-personal presentation form that uses an idea, product, or service to compare actions in line with the import and recognisable sponsor.
SALES PROMOTION PUBLIC RELATION: A intentional and persistent attempt to build and maintain mutual understanding between an organisation and its audience.
DIRECT MARKETING is a type of marketing that uses interaction to elicit measurable responses.
PERSONAL SELLING: Face-to-face encounters will result in more potential purchases for the purpose of presenting a presentation, answering inquiries, and producing in sequence.
PUBLIC RELATION AND PUBLICITY: A variety of programmes meant to promote or protect a company’s image or specific services.
Need help with a related project topic or New topic? Send Us Your Topic