Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/4244
Title: Promotional activities for student recruitment between urban and rural schools in KwaZulu-Natal
Authors: Pillay, Sardamani 
Keywords: Urban and rural schools;Promotion strategies;Higher education
Issue Date: Sep-2019
Abstract: 
This study explores how a university promotes its products across urban and
rural schools. In this exploration, the differences of its promotion strategies and
processes are illuminated with a purpose of improving promotion to urban and
rural communities to provide relevant and appropriate information to enable
potential urban and rural students to make informed decisions and preparations
for their intended studies at urban campuses of higher education institutions.
The challenges represented by the restructuring of higher education and the
implementation of the National qualification framework have created new
opportunities for tertiary institutions. Competition for higher education has
increased over the past few years due to an increased number of private
education service providers that have entered the market. This has resulted in
intense competition among universities and universities of technology to attract
high quality students.
This study reviews the literature in the field, focusing on promotional activities
and the marketing strategies for student recruitment in our rapidly developing
Higher Education Institutions. Thus the approach for this study entailed
extensive searches of relevant literature. Hence the intention was to ensure
that, as far as possible, all literature in the field was identified – while keeping
the focus on literature of greatest pertinence to the research questions
The researcher investigated the influence of promotional tools employed by the
selected higher education institutions in the KwaZulu-Natal region from a
student perspective. The sample for the study targets Grade 12 learners across
urban and rural secondary schools. A case study methodology is deemed as
most appropriate as the research focuses on how the higher education
institution promotes itself amongst urban and rural communities and the issues
associated with this approach. The University of KwaZulu-Natal has
purposefully been selected as the institutional case study. The data was generated from interviews with Principals and Life Orientation Educators. The
research design is therefore located within a quantitative and qualitative
approach.
The study concludes with students in the rural preferred face-to-face
communication whereas students in the urban preferred social media. It is
advised that marketing practitioners should revise their marketing strategies to
encompass social media to reach out to their target audiences.
Description: 
Submitted in fulfillment of the requirements for the degree Doctor of Philosophy Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2019.
URI: https://hdl.handle.net/10321/4244
DOI: https://doi.org/10.51415/10321/4244
Appears in Collections:Theses and dissertations (Management Sciences)

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