MARKETING PROMOTION TO INCREASE NUMBER OF APPLICANTS FOR EFFAT UNIVERSITY

Abstract

Recently, higher education around the globe is experiencing heavy competition between fellow government and private sector universities. Marketing promotion is therefore important for universities to attract potential students to join their institution. Hence, this work has analyzed explored the promotion factors that is used by Effat University at Saudi Arabia to increase the number of new applicants. This study was done based on quantitative research method. The sample population of this work was 50 respondents, consisting of Effat University students and faculty members. Data was collected through a questionnaire survey of 7 statements distributed to the population sample. The findings of this work have shown that the university has a good reputation and strategy, good marketing of its academic programs, is able to develop strong promotional activities and is focused on improving customer satisfaction. Furthermore, the findings have also shown that universities need to improve the use of social media to attract applicants.