ABSTRACT
This project is on the marketing of educational programme of tertiary institutions.
A case study of the institute of management and technology (IMT), Enugu. The major objective of the study was to determine the extent of effectiveness which IMT has attained I the marketing of its educational service.
The populations studied comprised of student personnel and employers of IMT graduates primary and secondary data collected were analyzed and hypothesis tested using the chi-square statistical technique.
From the data analyzed, the researcher came up with the following findings.
1. Inadequate physical facilities limit the effectiveness of IMT in marketing its educational service.
2. The quantity of graduates being turned out today by the institute is decreasing.
3. The institute management is not marketing oriented and does not attach importance to the satisfaction of its customers (students)
4. Most of the customers (students) experience too much stress and are not satisfied with the total package of educational service received.
The researcher recommends the following to help solve the problem:
1. The management building and providing more physical facilities such as libraries, lecture rooms, laboratory, etc.
2. The government of Enugu State providing more funds and reducing the total price (fees) paid by customers.
3. The management of the Institute becoming marketing oriented and carrying out monitoring research to determine the level of satisfaction in pr dissatisfaction and then taking appropriate action;
4. Motivating the personnel of the Institute very well to render educational service more effectively.
The conclusion of the study is that the marketing of educational service in IMT today is not effective, but this can be changed by adopting the (marketing) strategies listed above.
TABLE OF CONTENTS
Title page
Dedication
Acknowledgement
Abstract
Table of contents
Chapter One – Introduction
Background of the study
Statement of the study
Objectives of the study
Hypothesis
Significance of the study
Scope of the study
Limitation of the study
Chapter Two – Literature review
Background history of education
Engineering responsibilities
Historical background of IMT Enngu
The administrative division
An overview of I.M.T academic programes
The dynamic of change in service marketing
Chapter Three
Research methodology
Source of data
Sample size determination
Sample size for personnel
Sample for students
Sample size for employers
Sample technique
Research instruments need
Validation of research instruments
Method of data organization and analysis
Chapter Four
Presentation and analysis of data
Chapter Five
Discussion of findings, recommendation and conclusion
Summary of findings
Recommendation
Conclusion
Bibliography
INTRODUCTION
The marketing of educational programme of tertiary institutions in Nigeria cannot be said to be more appropriate to come under focus at any other later time than now.
This assertion stems from the fact of the importance of the study to the body running, management and administration of our tertiary institution. This study is equally going to be more relevant to the planners and financial to those tertiary schools.
The knowledge of the salient issues in the study will assist the planners and managers of the institution to really understand the extent to which the programmes have been effective.
The customers (student) attitude and perception of them, the impact of promotion on them, people choice, their preference, intense etc. for this knowledge to be more meaningful and well appreciated, we have to see the program (course) as products they are displayed for people to buy and products they are displayed for people to buy and people will definitely make choice and offers start mill, an eminent English scholar, defined education in his 180y address to the university of St Andrews as “whatever we do for ourselves and whatever is done for us by others for the express purpose of bringing us somewhere nearer to the perfection of our nature. It is the culture which each generation purposely gives to those who are to be its successors, in order to qualify them for at least keeping up, and if possible for raising the level of improvement which has been obtained.
Following from the above we will have to see and regard the educational programmes offered by the tertiary institution as products. And the students constitute the market, that is, the consumers – call it the potential customers from the equality, a product – customers relationship must have to be established and developed.
Educational program (course) offered by tertiary institution must be such that should be capable of eliciting high demand in the market place. As product they must posses features and attritonets that are appealing and admirable to convoke the consumer that they (the programe) are good enough for them, in order words, they must posses the rich attributes good features that are characteristics of product in service marketed.
The consumers (customers) must be able in them, those distinguishing attractants and appeals that will actuate effective demand. Such attributes and appeals should ability of the course to provide one with the means of live hood upon graduation take one into the realm of the society both in the present and in future. The course must be capable of providing people with the desired focus and the opportunity for one to find its position in competitive environment. Again, they should be such that could enable on attain self actualization in life.
The prospective students (consumers) of these product must have to exercise caution and be extremely careful in their choice offerings. This is because someone can be made or unmade (ruined) by the choice of course he made. And equally by the amount of moral and mental attitude he/she was able to put into him/her.
Schwarz a great philophical writer opined “a man is a sum total of what he thinks he is” coupled with the amount of moral and positive mental development he is able to put in himself (Schwartz: 1959:10).