EFFECTIVENESS OF PROMOTIONAL STRATEGIES IN IMPROVING STUDENT DRIVE IN TERTIARY INSTITUTIONS
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ABSTRACT
The study examined “Effectiveness of Promotional Strategies in Improving Student Drive in Tertiary Institutions: A Case of Caleb University, Imota, Lagos”. The study objectives are to:determine if advertising projects right and accurate image of private tertiary institutions that influence prospective students’ decisions; determine if fees incentives through sales promotion serve enough conviction to stimulate enrolment in private tertiary institutions; determine if the use of public relations by private tertiary institution is adequately correct and truthful to influence students’ enrolment; determine if private tertiary institutions in Nigeria have adequately employed promotional tools to improve students’ enrolment.The study employed the descriptive survey design. The nature of the problem was duly considered in the study. The research design used for this study is the survey design. The reason why this design was adopted was because the researcher would make use of the primary data obtained through the questionnaire. The study population comprises of students of Caleb University in Imota, Lagos State. The sample size consists of 384 students of Caleb University, Imota, Lagos. Simple random sampling technique was adopted for the study. The research instrument used was questionnaire. The data collected was analyzed using simple percentage while hypotheses were tested using correlation with the aid of statistical package of social sciences (SPSS) version 17. The study recommended that Promotional tools should be creative in delivering message to prospective students. The study also recommended that Advertisers need to include students in their plans to ensure their campaigns strike the right balance between long-term investment in image branding of institution using mass media, and short-term, direct methods that stimulate sales – which can include TV, as TV works in both the short- and long-term. The study concludes that positive relationship exists between brand attitude formation and children buying decision.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
A promotional strategy is an incorporated programme of promotion mix components- (Advertising, sales promotion, direct sale, personal selling etc.) intended to present an organization and its products to its customer to communicate need-satisfying types of product; to create probable sales; and as a result to add long lasting profit performance (Strydom, 2004). It is the planned function of marketing possessions to accomplish the promotional objectives. The planning characteristic of the campaign is processes that start with the manager determining an organized way of categorizing a range of choice, selecting those, which are essential and then producing an agenda with costing to make sure that the stated objectives are attained (Gelder& Woodcock, 2003).
A number of factors are responsible to boost consequence of promotional efforts for an institution. First factor among those is student’s wide variety of course choices Promotion is essential to persuade the students of an institution to transform their thinking habit that can drive them towards a better academic performance. Another factor is the rising gap of physical and emotional distance, this means Tertiary Institutions use association and channel to provide information to the students, and this must be taken into relation to make a communication strategy (Strydom, 2004).
Advertising projects right at intermediary level turn into more noteworthy if the improving student drive in Tertiary Institutions is extra complex, technological or expensive (Zeithaml&Bitner 2003). While, an institution that uses an intermediary frequently cannot handle the ultimate promotions at the intermediary stage, as the intermediary may concern only about its own interests and use a promotional strategy contradictory with the business’s purposes. Because, institution and intermediaries are frequently hold altered goals and different views of channel performance (Zeithaml&Bitner, 2003).
Tertiary Institutions that improve students’ drive towards peak performance, tremendously motivate the students with academic incentives and promotional mix like Scholarship. Therefore, the level of promotional charisma to students may sway intermediaries’ conclusion to participate in the tertiary’s promotional program (Abiodun, 2011).
Modern marketing is more than just producing good products, suitable pricing or school feesand easy access to them. Today, attracting new students has become so important in modern schooling in addition to loyal to them and efforts have been paying in that perspective as known, the cost of keeping students present is less than the cost of gaining new students. Tertiary institution of today’s world is a benefit-cost. Tertiary institutionshave to rethink the relationship between attitude and behavior of their students (Olusegun, 2006).
The basics of promotional strategy involve delivering the communicational message from the Tertiary institutions to the students. The object of the message is to persuade the public to develop their flair for the tertiary institution which in increase the institution academic global rating. Therefore the students need to be receptive to the message and to be able to interpret it in such a way the intent to be a part of the educational activities is established. Tertiary institutions must communicate with their present and potential students to improve their academic drive, as well as internally and therefore makes it very important in the marketing process. A modern Tertiary institution manages a complex marketing communication system (Baker & Lutz, 2000).
The most important element of advertising as a promotional strategy is not information but suggestion more or less making use of associations, emotions (appeal to emotion) and drives dormant in the subconscious of students, such as sex drive, herd instinct; of desires, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward; of fears (appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts (Okeji, 2008).“All human needs, relationships, and fears – the deepest recesses of the human psyche – become mere means for the expansion of the commodity universe under the force of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations into commodity relations – although a phenomenon intrinsic to capitalism, has expanded exponentially Olusegun, 2006, p.37).”
Cause-related marketing’ in which advertisers link their product to some worthy social cause has boomed over the past decade (Greunes, 2000). The foregoing has shown clearly that advertising does not take place without the organization incurring some costs to that effect. Hence, many are of the belief that the desirability or otherwise of advertisement by academic institutions in Nigeria could also be established when it is related to improving student drive for better performance.
Public relations by private tertiary institution are adequately correct and truthful to influence students’ enrolment through promotional activities such as reduced school fees that can easily afford.
Fees incentives through sales promotion serve enough conviction to stimulate enrolment in private tertiary institutions. The fees incentive can be in the area of tuition fee. When students are relieved of paying tuition, it boost their morale to be able to concentrate on their study.
1.2 Statement of the Problem
Major external factors such as socio-economic, regulatory and technological issues have shaped the structure of promotional services rendered in tertiary institution and also the nature of competition within it. The Nigerian tertiary institutions cannot be isolated from the list of industries where product promotion and incentives are wholly adopted. The reason for this can be associated with oligopolistic nature of the industry. In other words, the major challenge of the tertiary institution Nigeria is how to be the choice of majority of the over 17 million students in Nigerians.
However, many promotion and sales incentives adopted by tertiary Institutions these days are so ineffective, dull and dreary that they bore the prospective students rather than instigate them. Hence, the question that readily comes to the minds is:
-Are advertisement activities a waste in academic environment?
-Does advertisement as a promotional tool really stimulate student’s interest?
-If they do, what is the extent of their efficacy and how do they affect students drive towards improved academic performance?
-However, considering the level of economic resources committed to advertisement and programme, a good tertiary administrator must weigh the cost of advertising against the expected increase in services that will result from the promotion strategy.
1.3 Objectives of the Study
The major objective of the study is to examine effectiveness of Promotional Strategies in Improving Student Drive in Tertiary Institutions as a case study. The specific objectives of the study include:
- To determine if advertising projects right and accurate image of private tertiary institutions that influence prospective students’ decisions.
- To determine if fees incentives through sales promotion serve enough conviction to stimulate enrolment in private tertiary institutions.
- To determine if the use of public relations by private tertiary institution is adequately correct and truthful to influence students’ enrolment.
- To determine if private tertiary institutions in Nigeria have adequately employed promotional tools to improve students’ enrolment.
1.4 Research Questions
The following research questions relevant to the study are raised:
- To what extent will advertising projects right and accurate image of private tertiary institutions influence prospective students’ decisions?
- How will fees incentives through sales promotion serve enough conviction to stimulate enrolment in private tertiary institutions?
- To what extent will the use of public relations by private tertiary institution be adequately correct and truthful to influence students’ enrolment?
- How will private tertiary institutions in Nigeria have adequately employed promotional tools to improve students’ enrolment?
1.5 Research Hypotheses
- H0: Advertising projects right and accurate image of private tertiary institutions will not influence prospective students’ decisions.
- H0: Fees incentives through sales promotion will not serve enough conviction to stimulate enrolment in private tertiary institutions.
iii. H0: Use of public relations by private tertiary institution is not adequately correct and truthful to influence students’ enrolment.
- H0: Private tertiary institutions in Nigeria have not adequately employed promotional tools to improve students’ enrolment.
1.6 Scope of the Study
This research covers the area of Promotional Strategies in Improving Student Drive in Tertiary Institutions with special emphasis on Caleb University in Imota, Lagos. The scope of this study will be limited to the students of Caleb University. The study will make use of advertising promotional tool. The geographical location of the study will be within Caleb University Campus in Imota, Lagos State. The categories of respondents for the study will undergraduate students from year 1-4 in the Faculty of Business Administration. University programmes to be covered include Caleb University College talents hunts, Departmental Best Brain, and Study to win program.
1.7 Significance of the Study
The significance of the study cannot be over-emphasized as the result would serve as an aid to different parties, especially the institution of concern (Caleb University). Drawing from the objectives of the study, it should determine the efficacy of promotional strategy by the institution in order to foster competitiveness and enhance profit. Moreover, the study was found useful for students, practitioners, marketers, consultants and academicians who value research and have interest in the business and marketing discipline.
The study will broaden students understanding about the effectiveness of Promotional Strategies in improving student drive in Tertiary Institutions plus it effects on students’ attitude to reading.
The study will also help sales manager to monitor the trend of the market and the consumption pattern among students in order to establish an interactive dialogue between the institution and its students. The finding of the study would assist the management in consolidating on the strength of their products; expand on the untapped opportunities while at the same time working to correct the threat to advertising.
It will also help the sales personnel to reposition their advertisement, branding and marketing strategy in the society in order to attract and retain their target market.
1.8 Research Methodology
- Research Design:
The research design that will be use for this study is the survey design. The reason why this design was suggested is because the researcher would make use of the primary data obtained through the questionnaire.
- Characteristics of Study Population: The study will focus on effectiveness of Promotional Strategies in Improving Student Drive in Tertiary Institutions with a view to explore Caleb University, Imota, Lagos.
- Sampling Techniques: The sampling techniques that will be use for this research work is the simple random sampling. The basis for the selection of the sample is hinged on the fact that the whole population cannot be understudied, and that it will contain a fair representation of the population.
- Data collection instrument: The basic instrument for the data collection will be the conventional instrument that is frequently employed for statistical analyses and measurement in most studies which is questionnaire.
Primary Data: Primary data will be collected by administering the questionnaire to the students of Caleb University, Imota, Lagos.
- Data presentation: The data which is collected will be represented through tables, using simple percentage for analyzes and interpreting of the questionnaire.
- Data Analysis: the study will use simple percentage for analyzes and interpreting of the data while Pearson Moment Correlation with the aid of Statistical Package for Social Science will be use to test the hypotheses of the research study.
1.9 Historical Background
The University came into existence following its approval by the Federal Government of Nigeria in 2007, which was sought after by the Proprietor and Chairman, Dr. OladegaAdebogun. Academic programmes at the University started fully in 2008, with the University opening its doors to its first set of 141 students across two colleges. Currently, the institution offers over 16 undergraduate degree programmes and postgraduate programmes across four (4) colleges. Most of the programmes at the University have been duly accredited by the National Universities Commission (NUC) and other relevant professional bodies.
Students are drawn to the University because of its serene campus with nature’s gift of flora and fauna asides from its unique academic system and rapid academic calendar. The University boasts of magnificent structures and buildings which are complementary to the greenery and vegetation across the institution. Caleb University also has a standard library which has over 12,200 volumes of books and is a leading library for research and teaching.
The University is also home to basic amenities found in any higher institutions such as hostel accommodation for students, lecture theatres and halls, science laboratories, college buildings, academic blocks, an ICT centre, a health centre, a sports complex, etc. Remarkably, the University also has a bakery and a printing press.
Caleb University’s unique selling points are its serene campus with a picturesque topography, an ideal setting for study and reflection, uninterrupted academic calendar, e.t.c. It has a mission to create a unique institution committed to the pursuit of academic innovation, research and community service.
According to Caleb Universitystudents’ Statistic (2016), the population of students is Nine thousand, four hundred (9,400) which include 4,900 Males and 4500 females. The University runs a Collegiate system and has about four colleges offering over 16 departmental programmes in diverse fields. College of Social and Management Sciences: Accounting, Business Administration, Economics, Mass Communication, Political Science and International Relations, Criminology, Peace and Conflict Resolution.College of Environmental Sciences have three departments viz: Architecture, Building and Quantity Survey. College of Pure and Applied Sciences has four departs e.g Biological Sciences and Biotechnology, Chemistry and Biochemistry, Mathematics, Statistics and Computer Science, and Applied Sciences.
1.10 Definition of terms
Promotional Strategy: A promotional strategy is an incorporated programme of promotion mix components- (Advertising, sales promotion, direct sale, personal selling etc.)
Sales Promotion: Sales promotion is the process of persuading a potential customer to buy the product.
Advertising: Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.
Direct Marketing: Direct marketing is the business of selling products or services directly to the public, e.g. by mail order or telephone selling, rather than through retailers.
Public Relations (PR): Public relation is the way organizations, companies and individuals communicate with the public and media.
University: University is a high-level educational institution in which students study for degrees and academic research is done.
Academic Performance: Academic performance is the extent to which a student, teacher or institution has achieved their short or long-term educational goals.
Student: A student is a person who is studying at a university or other place of higher education.
Sales: Sales focuses on selling prospects and growing revenue among current customers.
Marketing: This is a process of planning and executing the conception, pricing, promotion, distribution, ideas, goods and services to create exchange that will satisfy individual and organization objectives.
Business activities: Business activities include any activity engaged in the primary purpose of making a profit. This is a general term that encompasses all the economic activities carried out by a company during the course of business.
Peer pressure: Peer pressure (or social pressure) is the direct influence on people by peers, or an individual who gets encouraged to follow their peers by changing their attitudes, values, or behaviors to conform to those of the influencing group or individual.
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