PERFORMANCE AUDIT OF THE MARKETING COMMUNICATIONS STRATEGIES OF SELECTED PRIVATE UNIVERSITIES IN SOUTH-WEST, NIGERIA

📄 Project Abstract

The Nigerian university educational system was liberalised in 1999 and this led to the establishment of private universities. To promote their different programmes and competitively position themselves, each employed varied marketing communication tools and strategies. Little is known about the use of marketing communication mix by universities. The study assessed the performance of marketing communication strategies used by private universities in South-West, Nigeria. The study adopted survey research design. The population consisted of 22 private universities in South-West, Nigeria and 20,276 undergraduates in the same universities. Stratified sampling technique was used to select six universities. Multi-stage sampling technique was used for the rest of the selection process. Simple random sampling was used to select faculties/schools. All the departments in the selected faculties/schools were used for the study. Simple random sampling was used to select a sample size of 753 students...