Challenges facing the implementation of international marketing strategies in Kenyan private universities in Nairobi

Simple item page
dc.contributor.authorMusau, Festus Kyalo
dc.date.accessioned2023-02-15T07:45:00Z
dc.date.available2023-02-15T07:45:00Z
dc.date.issued2022
dc.descriptionA Dissertation submitted in partial fulfilment for the award of a Master of Commerce Degree at Strathmore Universityen_US
dc.description.abstractThis study evaluated the Challenges facing the implementation of international marketing strategies in Kenya’s private universities in Nairobi. It was guided by five objectives and three research questions. The objectives included the investigation of the strategies employed in international marketing by private universities in Kenya, the determination of the effectiveness of international marketing strategies, preferred sources of information and needs of prospective students that influence their decisions to select an institution of higher education, and proposed solutions to the challenges facing the implementation of international marketing strategies. The main research question was to determine the international marketing strategies employed by private universities in Kenya and their improvement. The perceptions of staff and students on the implementation of international marketing strategies were also examined. The target population was all Kenyan private universities. Random sampling method was employed in the selection of five chartered private universities, fifty international students in each university to make up a total of 250 students and 10 staff members. Three research instruments were used, namely questionnaires, interview guides and content review. Data was collected by the researcher in person with help of research assistants, and analyzed quantitatively (by use of SPSS version 17.0) and qualitatively (thematic content analysis). The main findings of the study were that the international marketing strategies employed by Kenya private universities are not effective. On the basis of the findings it was concluded that the universities should maximize the admission of international students. Recommendations included engaging vigorous international marketing strategies, improving accommodation, offering scholarships, collaborating with embassies and education ministries of other countries and using both current internationals students and alumni to market the universities.en_US
dc.identifier.urihttp://hdl.handle.net/11071/13116
dc.language.isoenen_US
dc.publisherStrathmore Universityen_US
dc.subjectInternational marketing strategiesen_US
dc.subjectKenyan private universities_Nairobien_US
dc.subjectStudentsen_US
dc.titleChallenges facing the implementation of international marketing strategies in Kenyan private universities in Nairobien_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Challenges facing the implementation of international marketing strategies in Kenyan private universities in Nairobi.pdf
Size:
2.55 MB
Format:
Adobe Portable Document Format
Description:
Full - text thesis
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
MCOM Theses and Dissertations (2022)