Application of marketing principles for HEIs: A perspective of Pakistani universities

Ayesha Zafar (), Musa Mazhar () and Yahya Ijaz ()
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Ayesha Zafar: Beaconhouse National University Lahore, Lahore, Pakistan
Musa Mazhar: Beaconhouse National University Lahore, Lahore, Pakistan
Yahya Ijaz: Beaconhouse National University Lahore, Lahore, Pakistan

Marketing Science & Inspirations, 2023, vol. 18, issue 1, 36-55

Abstract: This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students. The research methodology includes a mix of qualitative and quantitative data collection techniques such as surveys and interviews with stakeholders. Based on the findings, marketing – recommendations are proposed that includes segmentation of target audiences, identification of unique selling propositions, development of communication channels, and implementation and evaluation of the marketing plan. It incorporates the use of digital marketing tools, such as search engine optimization and social media marketing, to increase HEIs's visibility and brand awareness. The final recommendations of the study suggest implementing certain marketing suggestions to ensure the successful execution of the marketing plan. These suggestions include the creation of a specialized marketing team, providing training to both staff and faculty members, and regularly monitoring and evaluating the efficacy of the marketing efforts. By implementing these marketing suggestions, HEIs can achieve its enrollment and revenue targets while also improving its image as a premier educational institution in Pakistan.

Keywords: higher education institutions; brand awareness; brand loyalty; marketing strategy; Pakistani universities; branding (search for similar items in EconPapers)
JEL-codes: I23 M31 (search for similar items in EconPapers)
Date: 2023
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