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THE
MARKETING OF EDUCATIONAL SERVICE
(A CASE
STUDY OF IMT ENUGU)
ABSTRACT
This project
is on the marketing of educational programme of tertiary institutions.
A case study
of the institute of management and technology (IMT), Enugu. The major objective of the study was to
determine the extent of effectiveness which IMT has attained I the marketing of
its educational service.
The populations studied comprised of
student personnel and employers of IMT graduates primary and secondary data
collected were analyzed and hypothesis tested using the chi-square statistical
technique.
From the data analyzed, the
researcher came up with the following findings.
1. Inadequate physical facilities limit the
effectiveness of IMT in marketing its educational service.
2. The quantity of graduates being turned
out today by the institute is decreasing.
3. The institute management is not
marketing oriented and does not attach importance to the satisfaction of its
customers (students)
4. Most of the customers (students)
experience too much stress and are not satisfied with the total package of
educational service received.
The researcher recommends the
following to help solve the problem:
1. The management building and providing
more physical facilities such as libraries, lecture rooms, laboratory, etc.
2. The government of Enugu State providing
more funds and reducing the total price (fees) paid by customers.
3. The management of the Institute becoming
marketing oriented and carrying out monitoring research to determine the level
of satisfaction in pr dissatisfaction and then taking appropriate action;
4. Motivating the personnel of the
Institute very well to render educational service more effectively.
The conclusion of the study is that
the marketing of educational service in IMT today is not effective, but this
can be changed by adopting the (marketing) strategies listed above.
TABLE OF
CONTENTS
Chapter One
– Introduction
Background
of the study
Statement of
the study
Objectives
of the study
Hypothesis
Significance
of the study
Scope of the
study
Limitation
of the study
Chapter Two
– Literature review
Background
history of education
Engineering
responsibilities
Historical
background of IMT Enngu
The
administrative division
An overview
of I.M.T academic programes
The dynamic
of change in service marketing
Chapter
Three
Research
methodology
Source of
data
Sample size
determination
Sample size
for personnel
Sample for
students
Sample size
for employers
Sample
technique
Research
instruments need
Validation
of research instruments
Method of
data organization and analysis
Chapter Four
Presentation
and analysis of data
Chapter Five
Discussion
of findings, recommendation and conclusion
Summary of
findings
Recommendation
Conclusion
Bibliography
CHAPTER ONE
INTRODUCTION
BACKGROUND
OF THE STUDY
The marketing of educational
programme of tertiary institutions in Nigeria cannot be said to be more
appropriate to come under focus at any other later time than now.
This assertion stems from the fact of
the importance of the study to the body running, management and administration
of our tertiary institution. This study
is equally going to be more relevant to the planners and financial to those
tertiary schools.
The knowledge of the salient issues
in the study will assist the planners and managers of the institution to really
understand the extent to which the programmes have been effective.
The
customers (student) attitude and perception of them, the impact of promotion on
them, people choice, their preference, intense etc. for this knowledge to be
more meaningful and well appreciated, we have to see the program (course) as
products they are displayed for people to buy and products they are displayed
for people to buy and people will definitely make choice and offers start mill,
an eminent English scholar, defined education in his 180y address to the
university of St Andrews as “whatever we do for ourselves and whatever is done
for us by others for the express purpose of bringing us somewhere nearer to the
perfection of our nature. It is the
culture which each generation purposely gives to those who are to be its
successors, in order to qualify them for at least keeping up, and if possible
for raising the level of improvement which has been obtained.
Following
from the above we will have to see and regard the educational programmes
offered by the tertiary institution as products. And the students constitute the market, that
is, the consumers – call it the potential customers from the equality, a
product – customers relationship must have to be established and developed.
Educational program (course) offered
by tertiary institution must be such that should be capable of eliciting high
demand in the market place. As product
they must posses features and attritonets that are appealing and admirable to
convoke the consumer that they (the programe) are good enough for them, in
order words, they must posses the rich attributes good features that are
characteristics of product in service marketed.
The consumers (customers) must be
able in them, those distinguishing attractants and appeals that will actuate
effective demand. Such attributes and
appeals should ability of the course to provide one with the means of live hood
upon graduation take one into the realm of the society both in the present and
in future. The course must be capable of
providing people with the desired focus and the opportunity for one to find its
position in competitive environment.
Again, they should be such that could enable on attain self
actualization in life.
The prospective students (consumers)
of these product must have to exercise caution and be extremely careful in
their choice offerings. This is because
someone can be made or unmade (ruined) by the choice of course he made. And equally by the amount of moral and mental
attitude he/she was able to put into him/her.
Schwarz a great philophical writer
opined “a man is a sum total of what he thinks he is” coupled with the amount
of moral and positive mental development he is able to put in himself
(Schwartz: 1959:10).
STATEMENT OF
THE PROBLEM
Every organization exist to satisfy
the needs and wants of its target market at a profit variously defined. These
needs and wants are dynamic. The
organization must through its strategic management process adopt to the
changing needs and wants. When an
organization is able to satisfy the needs and wants of its target market, it
stands the chance to make its desired profit and to grow and survive,
therefore, in one time or the other an organization must larry out an
evaluation of its marketing strategies and performance to ascertain whether
they are effective or not in meeting the needs and wants of its customers. Through this assessment the organization
would be to discover its shortcomings and thereby make the necessary changes to
improve on its efficiency and effectiveness.
The
institute of management and technology (IMT), Enugu which has existed
since 1973 offers various educational services (course) to its customers
(students). The educational service or
total product offer are intended to give satisfaction to the target
market. Are the customers’ satisfaction
with the educational service they receive? Are the employers satisfaction with
the performance of IMT graduates? Has IMT educational service contributed in
the development of Nigeria?.
OBJECTIVES
OF THE STUDY
The following objectives were
addressed in this study:
1. To identify the types of educational
services (course) offered by the institute of management and technology (IMT),
Enugu.
2. To determine if IMT has adequate
physical facilities to attain the required effectiveness in offering of their
educational service.
3. To determine whether IMT has competent
personnel who render educational service to customers (student).
4. To determine if IMT practices the
marketing concepts by actually considering the satisfaction of their customers
(students) in the process of offering their educational service.
5. To determine of the educational service
offered by IMT are in turn with the development needs of Nigeria.
6. To find out how employers rate the
quality of service received form the graduates of IMT.
7. To determine how students perceive the
total fees (price) paid for educational service received.
8. To determine if IMT has good image in
the assessment of the public; which will help in attracting new customers
(students) in its educational services.
HYPOTHESIS
The
researcher was conducted by using the following hypothesis.
1. The current IMT students are not
satisfied with total package of educational service received.
2. Employers’ rating of IMT graduate
performance is very satisfactory.
3. The customers (students) are
dissatisfied with the current high price (fees) paid for educational service.
4. The effectiveness of IMT in marketing
its educational service is limited by inadequate physical facilities.
5. IMT’s reputation is giving high quality
educational service has diminished in recent times.
SIGNIFICANCE
OF THE STUDY
The findings and recommendation of
this study is expected to benefit the customers (student).
The
employers, the government and management of the institute of management and
technology, Enugu.
Customers purpose service in order to
satisfy their wants and needs. An
organization may offer service to its target customers but they may not
actually be satisfied. Where this becomes
the case, the organization will have to modify its offspring or rise better
marketing mix to satisfy its target market.
In this regard, this study will be very useful to establish whether the
institute of management and technology (IMT) is actually satisfying it target
customers with its educational services offer springs. Any start comings which the study may reveal
where to be rectified or remedied the customers desire or wants will be given
to them.
Moreover, If IMT fails to satisfy its
customers, sooner or later the institute will acquire bad image and will
certainly lose potential or prospective customers. Also the institute will not be performing its
expected role in making contribution to the development of Nigeria.
The government of Enugu State which
owns the institute will not be achieving its objectives. If IMT does not market its educational
services effectively. After spending or
inventing amount of money in running and maintaining the institute, the
objectives of the government should be realized, this study therefore will help
the government to know what to do in order to enable the institute to better
satisfy its target market.
The study will equally reveal how IMT
graduates are performing in their jobs based on the rating of their
employers. Graduate are being turned out
to meet the developmental needs of the nation.
SCOPE OF THE
STUDY
This study was limited to the
institute of management and technology (IMT), Enugu to determine its effectiveness
in marketing educational services to students.
The study focused on both current and graduated students who have
consumed or are still consuming the service offerings (course) of the
institute. The employers of IMT graduate
surveyed where limited to those in Enugu metropolis.
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