Evaluating the Effectiveness of the Marketing Strategies Used in Marketing the Zimbabwe Open University (ZOU) Products: A Case of the Midlands Campus

Abigirl Lumbe
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Abigirl Lumbe: Lecturer, Media and Journalism Studies, Zimbabwe Open University

International Journal of Research and Scientific Innovation, 2021, vol. 8, issue 4, 72-79

Abstract: The study sought to evaluate the effectiveness of the marketing strategies adopted by Zimbabwe Open University (ZOU), Midlands campus in the marketing of its products. A mixed research design was used because of its flexibility and convenience, which allowed fusion of two different, approaches that is, the quantitative and qualitative method to be used in one study. Because of its interactive nature, the qualitative approach allowed the researcher to draw as much information as possible from the participants. The quantitative approach on the other hand facilitated the presentation, analysis and interpretation of numerical data. Purposive sampling was used to select eighty (80) participants who were drawn from the freshers in the August 2019 intake. Despite many strategies used by the institution, the word of mouth proved to be dominant. Findings further revealed that some people were not aware of the existence of the institution. The study recommends vigorous marketing, that is, the university needs to work hard in order to enhance brand visibility. Study further recommends the need for the institution to evaluate its marketing strategies as well as investing in result oriented marketing strategies. Thus, focus should be directed more on outcome rather than process.

Date: 2021
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