The study investigated marketing strategies and students’ enrolment in private secondary schools in Calabar Municipality, Cross River State. One research question was raised and two null hypotheses formulated to guide the study. Thirty two (32) school administrators in 32 private secondary schools in the study area constitute the study population and were used intact as the study subjects. Data were collected using a 30-item research questionnaire titled “Marketing Strategies and Students’ Enrolment Questionnaire (MSSEQ). The obtained data were analyzed using Mean, Population T-Test and Pearson Product Moment Correlation Coefficient. The results revealed some marketing strategies that can be used in private secondary schools to boost students’ enrolment in their order of perceived effectiveness. It also indicated that the extent private secondary school administrators adopt marketing strategies in enhancing students enrolment is significantly low in most of the studied school. The results further showed that there is significant relationship between marketing strategies adoption and student enrolment. Based on the findings, it was concluded that adopting effective marketing strategies in private secondary schools can enhance increase enrolment which will expand school income opportunity for sustainability and quality service delivery of the organization. It is therefore recommended that marketing strategies such as school website/social media, quality school programmes, infrastructural development, media adverts should be used to boost enrolment since it is a modern means of awareness creation and communicating values of the institution to the prospects. This will serve to increase enrolment rate, thereby increasing literate populace in the country for social and economic well-being.
The paper’s primary contribution is finding of some marketing strategies that can be adopted by private school administrators to facilitate students’ enrolment. Its implementation will afford the absorption of admission left over from public schools. This will enable reduction in number of admission seekers and help increase literate populace in Nigeria. Private schools can also generate more income from enrollees for sustainability.
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This study received no specific financial support.
The authors declare that they have no competing interests.
All authors contributed equally to the conception and design of the study.