MARKETING FACTORS AND STUDENTS LOW ENROLMENT IN BSC MARKETING DEGREE PROGRAMME IN BABCOCK UNIVERSITY

Abstract

Students’ enrollment in any institution is a critical factor that cannot be taken with laxity as it is the lead way to the growth of educational system. Private universities in Nigeria have been experiencing low students’ enrolment in B.Sc. marketing program. This could be attributed to little or non-incorporation of some marketing factors by the education providers on the importance of marketing as a course and the vital role it plays in industries as awareness creator. The study examines the effect of marketing orientation and service quality on student retention and satisfaction in B.Sc. Marketing degree programs at Babcock University Ilishan-Remo, Ogun State Nigeria. Theoretical approach was adopted for the study by the employment of expo-facto research design method hence; the researcher collected updated historical data on students’ enrolment into the program of B.Sc. Marketing degree as well as other cognate courses for comparison purposes from the registry of Babcock University as well as confirmatory data from Covenant University. The study from literature established that Service quality and market orientation have significant effect on student satisfaction and retention for B.Sc. Marketing degree programs in Babcock University. The study among others, recommended that Babcock University and other private universities in Nigeria must deliver quality services through impeccable market orientation and introduce career fairs that help outline their perception of the marketing course as multifaceted, and diverse, in a way that reflects aggressive management function that aims to achieving organizational growth and sustainability. This no doubt will enhance students’ satisfaction, enrollment and retention in B.Sc. Marketing degree program