The effectiveness of marketing communication strategies employed by universities and technikons in the Cape Peninsula with specific reference to career exhibitions and open days in attracting first-year students

Abstract

The challenges presented by the restructuring of higher education through The National Plan for Higher Education and the implementation of the National Qualifications Framework will create new possibilities for tertiary institutions. Tertiary institutions will have to be creative and innovative over the next five years to meet these challenges. The National Qualifications Framework will endeavour to provide learners with mobility and easier access to education and training. Competition will be intense and tertiary institutions will have to market themselves effectively. This is exacerbated by the fact that an increased number of private education service providers have entered the market. The successful implementation of the National Plan will require tertiary institutions to develop marketing communication strategies in order for them to attract the desired profile of students. In a restrictive financial environment, tertiary institutions will have to assess and reassess their marketing communication strategies aimed at attracting first-year students. A proper assessment will enable them to allocate funds more efficiently and effectively. In an attempt to address the above concern, this research focused on determining the effectiveness of marketing communication tools employed by Universities and Technikons in the Cape Peninsula with specific reference to career exhibitions and open days in attracting first-year students. The sub-problems that were identified were: • Appropriateness of marketing communication tools attracting desired first-year students and • The impact of marketing communication strategies on the student's decision to study at a chosen tertiary institution. An intensive literature study was conducted followed by an empirical study carried out in two phases.