Strategic factors affecting student enrolment in private universities in Kenya: a case of private university in Kisii County
Student enrollment is the core function of marketing academic programmes in Kenya. Generally all Universities are struggling to get desirable strategy to capture high numbers of student enrollment with the mandate to offer quality education. However, student enrollment has been poorly achieved in the last two years beyond control of strategic factors influencing marketing private universities. The provision of marketing communication was a factor to attract the students in the programme offered. The aim of the study was to examine the strategic factors affecting student enrolment in private universities operating in Kisii County Specifically objectives were; to identify factors affect student enrolment in private university education and how to attract student enrollment in private universities in Kisii County. The literature on student enrollment was reviewed. The study was conducted in Kisii County private university. The target population was 43 employees of private universities which comprised of 4 directors, 4 marketers, 25 students and 10 lecturers. The sample size was achieved purposively. Data for analysis was collected by research questionnaires. Data collected was analyzed by descriptive statistics and correlations and regression analysis.
Key words: Student Enrolment; Academic Programmes; Private Universities