Abstract

In the present day, the business environment of most universities is characterized by increased competition among local and foreign universities. With the emergence of demanding customers and technological advances, most universities have to compete in the educational market. In this study, we extended the resource-based (RBV) theory to establish the student’s perception of marketing strategies and the impact on organizational performance in terms of student enrolment. Using a closed-ended questionnaire and structural equation modelling (SEM) of a sample of 150 students from Mulungishi University, the study established that the product strategy and promotional strategy have a significant impact on student perception and enrolment numbers However, the influence of pricing strategy and the physical evidence (learning environment) on enrolment numbers was not statistically significant. Theoretical and practical implications of the findings have been presented together with suggestions for future research

Keywords

Marketing mix; university performance; marketing strategies; customer perception