Competitive Advantage and Student Recruitment at a Namibian University
| Autor: | Booysen Sabeho Tubulingane |
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| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | International Journal of Technology-Enabled Student Support Services. 10:1-19 |
| ISSN: | 2577-588X 2577-5871 |
| DOI: | 10.4018/ijtesss.2020070101 |
| Popis: | Business competitive advantage theories when applied to student recruitment processes can assist universities in their goal for global competitiveness. Thus, the benefits of applying marketing theories and concepts which have been effective in the business world are gradually being recognised by researchers in the field of higher education marketing. The competitiveness of the university can be defined by how the cost leadership strategy, differentiated strategy, and student recruitment strategy are integrated. Consequently, this study aimed at examining relationships between cost leadership, differentiated strategies, and student recruitment processes at a Namibian university. This triangulated study applied a sample of 141 (135 students, 6 staff). The study established that the university is below average in terms of providing students with affordable tuition fees. The university has a good reputation of providing quality education to students, a good programmatic diversity, and provides (at above average) excellent teaching, research, and services. |
| Databáze: | OpenAIRE |
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