|Mr. Seth Odhimabo Odongo Publications|
|1||2000||THE EFFECT OF MARKETING MANAGEMENT PHILOSOPHIES ON STUDENT SATISFACTION IN PUBLIC UNIVERSITIES AND THE NON-EVANGELICAL PRIVATE UNIVERSITIES IN KENYA|
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The study addressed the effect of marketing management philosophies on student satisfaction in Public Universities and the non-evangelical private universities in Kenya and was motivated by the observed phenomenal disparities that seemed to characterize the two sets of universities.
Whereas the private Universities seemed to remain relatively calm, devoid of student unrests and the ability to complete programmes in time, Public Universities stood on the opposite end with frequent institutional shut down due to unrests resulting into failure to complete programmes as scheduled.
In spite of this observed phenomenal challenge, the researched was not aware of any study that had been conducted in this area that seemed to point to the significant of the marketing management philosophy in practice and the resultant effect on student satisfaction, and therefore saw the need to conduct the research to generate information that would fill the then prevailing information gap.
The study was an exploratory census survey of 11 accredited Universities in which 173 respondents were interviewed from the ranks of the senior administrative staff corroborated with the participation of significant number of students. The primary data was collected using questionnaires consisting of six sections, each pertaining to the major dimension of the respective marketing management philosophies.
Data was analyzed using descriptive statistics which entailed means, percentages and standard deviation .T-statistics and chi-squares were also used in the analysis and from the findings, it emerged that there were indeed significant differences in the marketing management philosophies practiced by the two sets of universities. Private universities were found to practice with marketing and societal marketing concepts as opposed to public universities whose practices seemed to point the direction of production and product concepts.
The study concluded that there is a direct relationship between the level of student satisfaction and the marketing management philosophy practiced and consequently recommended to the public universities to consider using the modern and more robust marketing management philosophies which identifies and take into consideration the interests and desires of students as it designs its academic and operational programmes.
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