Asian Research Thesis Index

Abstract

With the development of other fields, the modern age has introduced novelty in education and way of promotion; henceforth, it is globally recognized that education has been playing a key role in nation’s prosperity and respect. Therefore, new trends in today world leads institutions to introduce new ways of educational marketing which could bring more and more students to their educational institutes and help them promoting education as well. Keeping in view these trends, this study focuses on the different educational marketing strategies that are being used by Universities in present world. The objectives of the study are to identify, analyze, and comparison of higher education marketing strategies in Pakistani and Malaysian Universities. Henceforth, research questions, null hypothesis, and concurrent triangulation strategy of mixed method used. Students of private universities were selected as population: top ten private universities from each country selected through purposive sampling technique, and ten percent students were selected from each university by using simple random sampling. Quantitative data were collected through questionnaire from university students while qualitative data by document checklist. The marketing strategies included programme, price, promotion, people, process, place, physical facilities, premium, prospectus and prominence. What we concluded on the behalf of the findings is Malaysian universities practiced the better use of marketing for promoting education; while as, Pakistani Universities lagged its usage. This study, further, recommended that the efficient use of marketing could be helpful promoting education by education expos, book fairs and pre-existing culture.

Add/Update Thesis