THE USE OF EFFECTIVE MARKETING STRATEGIES TO INCREASE ENROLMENT IN SCHOOLS : - A CASE STUDY OF BETTY QUEEN INTERNATIONAL SCHOOL, KADUNA

📄 Project Abstract

This study is concerned with the marketing strategies used to increase the number of students on roll in Betty Queen International School, Kaduna. The study researched the extent to which the enrolment has been influenced by these strategies tor over eight years, Primary data obtained through questionnaire and direct interviews were used as the instrument of the research. It was found that effective enrolment in the school was actually informed by the use of the 4Ps or promotional mix. Though the school does not have a marketing department and education is seen as a service in Nigeria, the increment in enrolment during the period covered can be attributed to (i) School result or academic performance of the students which attracted 50% of the parents to the school, (il) Location of the school campus which is in the center of the town. (iii) Promotion which is carried out mostly through interschool competition and club activities. (Iv) Modest fees being charged also attracted some of the...