Promotional strategies on the recruitment of rural learners from the Zululand District into higher education institutions

Abstract

Addressing the need for improved strategies in the recruitment of rural learners by Higher Education Institutions (HEIs), this study focuses on the Zululand District. The purpose of this research is to enhance HEIs promotional strategies, reduce the number of walk-in learners, and bolster rural learner enrolment. The methodology involves an analysis of learner preferences and an effectiveness assessment of various promotional strategies used in rural recruitment. It includes investigating challenges that rural learners face in accessing information about higher education and assessing the collaboration between schools and universities in recruiting first-year learners from rural areas. Key findings revealed significant gaps in the current promotional strategies and highlighted the important factors influencing rural learners' choice of HEIs. Furthermore, the research found that improved engagement between schools and universities significantly impacts the effectiveness of recruitment efforts. The study recommends a refinement of promotional strategies to meet the specific needs of rural learners, the introduction of accessible platforms for rural learners to acquire higher education information, and an enhancement of collaborative efforts between schools and universities in the Zululand District