Effect of digital marketing communication tools on student enrolment in private hospitality colleges in Kenya

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dc.contributor.authorKitetu, Evelyne Mumbua
dc.date.accessioned2023-02-01T09:17:57Z
dc.date.available2023-02-01T09:17:57Z
dc.date.issued2022
dc.descriptionA Thesis submitted in partial fulfillment of the requirements for the award of the Degree of Masters of Business Administration at Strathmore University Business Schoolen_US
dc.description.abstractDigitalization has a positive impact how businesses market themselves and interact with customers. Digital marketing is the utilization of electronic media to promote an institution to the target market. Universities’ market themselves on digital channels to attract students and other stakeholders as well as to interact with the institution through digital media. However, there is little research on the potential of digital marketing in higher education institutions such as hospitality colleges. This study sought to fill this gap by reviewing how various digital marketing tools; social media marketing, content marketing and email marketing have affected the student enrolment rate in Nairobi County. The study used the social learning theory and the technology acceptance model to anchor the research variables. The study employed a positivism philosophy with a descriptive research design used during the research. The research targeted the 7,813 students within the hospitality colleges in Nairobi County registered under TVETA. The study employed a quantitative research instrument in the data collection process. Google forms was applied dominantly in the data collection process owing to the large sample for the study. The collected data was analysed using a mix of descriptive and inferential analysis. The results showed that 94% of the students utilize the hospitality college social media channels, only 37.7% use the colleges content marketing pages with only 15. % accessing the school websites. The overall regression established that 42% of the changes in student enrolment within hospitality colleges is predicted by the application of digital marketing communication tools. Conclusions are that social media marketing; email marketing and content marketing had a positive and significant effect on the student enrolment. The study recommends that institutions of higher learning utilize several types of digital communication tools to increase the rate of information spread and reach a wider audience. The research recommends that hospitality schools should pay close attention to email generated content, social media engagement and personalized content that can enhance relationship-building with current and prospective students.en_US
dc.identifier.urihttp://hdl.handle.net/11071/13083
dc.language.isoenen_US
dc.publisherStrathmore Universityen_US
dc.subjectDigital marketingen_US
dc.subjectHospitality collegesen_US
dc.subjectDigital marketing toolsen_US
dc.subjectStudent enrolmenten_US
dc.titleEffect of digital marketing communication tools on student enrolment in private hospitality colleges in Kenyaen_US
dc.typeThesisen_US
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MBA Theses and Dissertations (2022)