Perceived Role of Marketing Communication Strategies on Students’ Enrollment in Private Secondary Schools in Mbale Municipality, Mbale District

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dc.contributor.authorMukwana, Siragi
dc.contributor.authorMatovu, Musa
dc.date.accessioned2023-04-29T17:13:27Z
dc.date.available2023-04-29T17:13:27Z
dc.date.issued2018
dc.description.abstractsecondary schools in Mbale municipality, Mbale district. The hypotheses of the study were; (a) external marketing communication strategies have no statistically significant effect on students’ enrollment in private secondary schools in Mbale municipality, (b) internal marketing communication strategies have no statistically significant effect on students’ enrollment in private secondary schools in Mbale municipality, and (c) relationship marketing communication strategies have no statistically significant effect on students’ enrollment in private secondary schools in Mbale municipality. A correlation research design was adopted for the study, with a population of 290 from which a sample of 165 was selected. A closed ended questionnaire was used for data collection, with both descriptive statistics and inferential used for data analyses. The study discovered significant effects between external marketing communication strategies on students’ enrollment (r = .490, N= 158, p<.05, β =.490), internal marketing communication strategies on students’ enrollment (r = .493, N =158, p< .05, β =.493), and relationship marketing communication strategies on students’ enrollment (r = .594, N =158, p<.05, β =.594). This implies that a unit change in external, internal and relationship marketing communication strategies leads to a 49.0%; 49.3% and 59.4% change in students’ enrollment respectively. The study concludes that external, internal and relationship marketing communication strategies have a statistically significant effect on students’ enrollment in private secondary schools in Mbale Municipality. Due to a higher effect relationship marketing communication strategies should be given priority when undertaking marketing in private secondary schools in Mbale Municipality, Mbale District.en_US
dc.identifier.citationMukwana, S., & Matovu, M. (2018). Perceived role of marketing communication strategies on students’ enrollment in private secondary schools in Mbale Municipality, Mbale district.en_US
dc.identifier.issn2222-288X
dc.identifier.urihttps://nru.uncst.go.ug/handle/123456789/8588
dc.language.isoenen_US
dc.publisherJournal of Education and Practiceen_US
dc.subjectMarketing communication strategiesen_US
dc.subjectStudents’ enrollmenten_US
dc.subjectPrivate secondary schoolsen_US
dc.subjectMbale municipalityen_US
dc.titlePerceived Role of Marketing Communication Strategies on Students’ Enrollment in Private Secondary Schools in Mbale Municipality, Mbale Districten_US
dc.typeArticleen_US
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