Perceived Influence Of Marketing Strategy On Student Enrollment In Selected Private Universities In Osun State

Abstract

Private universities in Osun State are facing challenges in attracting and retaining students, and there is a perception that their marketing strategies are not effectively driving student enrollment. This study, therefore, examines the perceived influence of marketing strategy on student enrolment in selected private universities in Osun State, Nigeria. The survey method was adopted to gather data from students. Findings reveal that branding (3.44), target recruitment (3.18), scholarship offers (3.36), and online marketing (3.43) play a significant role in attracting prospective students, with respondents indicating that the perceived prestige and image of the university influence their decisions. The study underscored the need for university management and administrators to maximise the benefits offered by marketing strategies in improving enrollment in private universities.