PRIVATE TERTIARY EDUCATIONAL INFLUENCE ON CONSUMERS

Private Tertiary Educational Influence On Consumers



Private Tertiary Educational Influence On Consumers

Table of Contents

Background:4

Rationale For The Study:4

Research Aims:5

Research Objectives:5

Research Questions:5

Research Hypotheses:6

Literature Review and Conceptual Framework:6

Marketing Enquiries:7

Market Outlook:13

Experience and Exposure:13

Resource Factors:13

Tertiary Education (TE) Marketing:13

Copyright: A serious Issue14

Research Methodology:16

Research Methods:16

Sampling Techniques:17

Data Gathering Methods:18

Secondary Data:18

Primary Data:19

Analytical Techniques:19

Resource Requirements:19

Ethical Issues:20

Falsification Of Data:20

Private Tertiary Educational Influence On Consumers

Background:

Tertiary Educational sector is in a very competitive nature in today's context. As the competitiveness is intense, every organization tends to promote their educational programs to attract more candidates. In order to develop and maintain a competitive advantage for educational institutions in the international market, tertiary academic units need to incorporate effective promotional strategies and activities within their marketing plan. However, the problem is whether promotional activities actually influence candidates' decisions when selecting an educational program for their career development. While we can easily observe the crucial role of marketing promotions that enhance the global presence of service enterprises within international educational markets, there is also a need to assess their usefulness and effectiveness in creating consumers for the organizations. Accordingly, this research focuses on whether promotional activities of the private tertiary educational sector influence candidates buying/selection decisions. We will examine the nature of promotional activities and the role they play in attracting enrolled to study in these institutions.

Rationale For The Study:

The rationale of this research-based study based on identifying the relationship between two variables (promotional activities of the chosen sector and responses by candidates). This would be either a positive or a negative relationship. The outcomes of the research would help the educational organizations in developing and maintaining sound marketing strategies for the prospects. Based on the findings, organizations that engage in tertiary educational services would be able to make their promotional decisions in an effective and efficient manner (Crabb, 1992, 126-184).

Research Aims:

To identify how promotional activities of the private tertiary educational sector leave an influence on candidates' buying/selection decisions?

Research Objectives:

To assess the applicability and useful promotional efforts in increasing the number of enrollments. To determine how these promotional efforts need to be altered in order to be more effective in attracting prospective students.

Research Questions:

The followings are the research questions to be tested:

Are promotional activities of the private tertiary educational sector having a positive influence on candidates' buying/selection decisions?

Are promotional activities of the private tertiary educational sector having a negative influence on candidates' buying/selection decisions?

Research Hypotheses:

The research questions above can be made into the following hypothesis:

• Promotional activities of the private tertiary educational sector are having a positive influence on candidates' buying/selection decisions.

Accordingly, our null hypothesis would be as follows:

• Promotional activities of the private tertiary educational sector are not having a positive influence on candidates' buying/selection decisions.

Literature Review and Conceptual Framework:

Marketing forces play an increasingly important part in tertiary educational sector and these educational institutions find themselves in a highly competitive environment today. The chief target of international student recruiters is to communicate their message to ...