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Faculty of Management Sciences

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Has files: YesSubject: search.filters.subject.College students--Decision making

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    The influence of marketing communication on students' decisions to enrol at Technical Vocational Education and Training colleges in KwaZulu-Natal
    (2017) Vezi, Freedom Clement; Penceliah, Soobramoney
    Marketing higher education is a growing field of expertise in many developing countries. However, little research has been done on marketing Technical Vocational Education and Training (TVET) Colleges in South Africa. Evidence suggests that it may suffer from a lack of expertise to provide direction to the practical aspects of marketing TVET Colleges. Most of the marketing practices of Higher Education are underdeveloped and lack a strategic focus when it comes to Technical Vocational Education and Training (TVET). For TVET Colleges marketing communication plays an important role in students’ recruitment. The aim of this study is to analyse the influence of marketing communication towards students’ decisions to enrol at Technical Vocational Education and Training Colleges (TVET). The objectives of this study is to determine factors that influence students in the selection of a TVET College. Additionally, the study strives to identify students’ perceptions towards TEVT Colleges, and investigate marketing communication practices that contributes toward improving students’ perceptions at TVET. The study was conducted in KwaZulu-Natal where the targeted TVET colleges are based. This is a quantitative, descriptive, and cross-sectional study conducted among a sample of 400 TVET College students. Data was analyzed using SPSS. The results of this study reveal the need for marketing communication in TVET Colleges to be addressed urgently in order to improve public perception and enrolment rates at TVET Colleges. Both students and TVET Colleges will benefit from the study because marketing and communication as a source of information will assist when selecting a college of choice. In addition, this will also assist TVET Colleges in the selection of appropriate marketing communication media to enable proper allocation of marketing budget and resources The findings of this study will then act as guidelines to determine a more appropriate marketing communication strategy to improve the public perceptions of TVET Colleges to make TVET Colleges a students’ first choice.
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    Promotional tools at selected universities in the Tshwane Metropolitan Region
    (2013-06-05) Konyana, Samkele Vuyokazi Mizpha; Penceliah, Soobramoney; Maharaj, Mandusha
    Due to the competitive environment, the changes in the higher education landscape and limited financial resources, higher education institutions are forced to evaluate and review their marketing strategies in order to recruit suitably qualified students. This study will examine the impact of the current promotional tools at public higher education institutions in the Tshwane metropolitan region. The main objective of this study was to evaluate the promotional tools used by public higher education institutions in the Tshwane Metropolitan Region from a student perspective. Furthermore, the study strived to establish whether the demographics of the students played a role regarding the value they attach to choice factors when selecting a higher education institution. Prospective students will benefit from the study because promotional tools were identified to make informed decisions about their institution of choice. The study also identified the effect of the existing promotional tools used as sources of information by students and identified the most appropriate promotional tools to enable proper allocation of the promotional budget. An empirical study was conducted using a questionnaire adapted from Wiese (2008) study. Likert scale was used to structure questions. Non-probability sampling was used to select first year students from two public institutions in the Tshwane Metropolitan Region. Data was captured into a software package and analysed using SPSS Version 18. Descriptive statistics summarised the results of the research questions, namely; socio demographical profile of respondents, factors influencing students’ decision making process, the information sources used by students and the effectiveness of promotional tools. The results of this study showed that students preferred higher education institutions to use personal communication tools for student recruitment. Interestingly, students rated social media as one of the most important communication methods. Furthermore, emphasis on the core product and specific aspects of the tangible product and augmented product was found. It was also noted that students from diverse backgrounds and provinces used different sources of information during their search for enrolment at a higher education institution. The study limitations were that the survey was only restricted at two higher education institutions in the Tshwane metropolitan region. It was noted that marketing practitioners at higher education institutions may renew their existing promotional tools (open days and career exhibitions) to gain competitive advantage.