Marketing: a new strategy for state universities in Zimbabwe
The study explores strategies universities in Zimbabwe are implementing to wade off competition. There are currently fourteen universities, excluding non-university institutions. With stiff competition, institutions’ survival is reliant on enrolments. This paper discusses universities’ marketing str...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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North American Business Press
2018
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| Online Access: | http://hdl.handle.net/11408/3386 |
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| _version_ | 1779905195944181760 |
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| author | Nkala, Doreen Mugwati, Miriam Mudzurandende, Florence Mazhindu, Kenneth Mhere, Francis |
| author_facet | Nkala, Doreen Mugwati, Miriam Mudzurandende, Florence Mazhindu, Kenneth Mhere, Francis |
| author_sort | Nkala, Doreen |
| collection | DSpace |
| description | The study explores strategies universities in Zimbabwe are implementing to wade off competition. There are currently fourteen universities, excluding non-university institutions. With stiff competition, institutions’ survival is reliant on enrolments. This paper discusses universities’ marketing strategies to attract and retain both students and staff. Through the RATER Model the research rates service quality in four selected universities. Findings reveal that competency of staff, efficient service delivery, accommodation, and availability of staff to assist students, all enhance rating of university’s service quality. The study recommends continuous monitoring and improvement of service quality in a bid to make for competitiveness. |
| format | Article |
| id | ir-11408-3386 |
| institution | My University |
| language | English |
| publishDate | 2018 |
| publisher | North American Business Press |
| record_format | dspace |
| spelling | ir-11408-33862022-06-27T13:49:06Z Marketing: a new strategy for state universities in Zimbabwe Nkala, Doreen Mugwati, Miriam Mudzurandende, Florence Mazhindu, Kenneth Mhere, Francis Marketing strategy Quality of service Economic competition The study explores strategies universities in Zimbabwe are implementing to wade off competition. There are currently fourteen universities, excluding non-university institutions. With stiff competition, institutions’ survival is reliant on enrolments. This paper discusses universities’ marketing strategies to attract and retain both students and staff. Through the RATER Model the research rates service quality in four selected universities. Findings reveal that competency of staff, efficient service delivery, accommodation, and availability of staff to assist students, all enhance rating of university’s service quality. The study recommends continuous monitoring and improvement of service quality in a bid to make for competitiveness. 2018-11-24T14:17:25Z 2018-11-24T14:17:25Z 2014 Article 2155-2843 www.na-businesspress.com/JMDC/MhereF_Web8_2_.pdf search.ebscohost.com/login.aspx?direct=true&profile=ehost...site http://hdl.handle.net/11408/3386 en Journal of Marketing Development and Competitiveness;Vol. 8, No. 2: p.14-25 open North American Business Press |
| spellingShingle | Marketing strategy Quality of service Economic competition Nkala, Doreen Mugwati, Miriam Mudzurandende, Florence Mazhindu, Kenneth Mhere, Francis Marketing: a new strategy for state universities in Zimbabwe |
| title | Marketing: a new strategy for state universities in Zimbabwe |
| title_full | Marketing: a new strategy for state universities in Zimbabwe |
| title_fullStr | Marketing: a new strategy for state universities in Zimbabwe |
| title_full_unstemmed | Marketing: a new strategy for state universities in Zimbabwe |
| title_short | Marketing: a new strategy for state universities in Zimbabwe |
| title_sort | marketing: a new strategy for state universities in zimbabwe |
| topic | Marketing strategy Quality of service Economic competition |
| url | http://hdl.handle.net/11408/3386 |
| work_keys_str_mv | AT nkaladoreen marketinganewstrategyforstateuniversitiesinzimbabwe AT mugwatimiriam marketinganewstrategyforstateuniversitiesinzimbabwe AT mudzurandendeflorence marketinganewstrategyforstateuniversitiesinzimbabwe AT mazhindukenneth marketinganewstrategyforstateuniversitiesinzimbabwe AT mherefrancis marketinganewstrategyforstateuniversitiesinzimbabwe |