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Title: The influence of marketing communication on students' decisions to enrol at Durban University of Technology
Authors: Redmond, Portia Helen
Issue Date: 2010
Abstract: Marketing communication strategies are now imperative in the Higher Education
arena. Understanding the prospective students’ choice and determining the subgroups
into which they fall, provides the basis for a well-planned strategy for
marketing communications practitioners at Durban University of Technology (DUT).
The purpose of this study is to review the effectiveness of the current marketing
communication strategies of DUT, and to establish how first time enrolees make
choices when selecting a Higher Education institution at which to study.
This study uses quantitative descriptive methods of convenience sampling of the
January 2009 intake of students. Although specific to DUT, the findings of this study
may also be of interest to other Universities of Technology that are assessing their
marketing communication strategies.
Research implications in this study identify the most appropriate means of marketing
communications for the DUT brand in the context of prospective student choice. At
the close of this cross-sectional research, the study provides proposals for future
marketing initiatives for DUT.
The results of the study may be used in determining more appropriate marketing
campaign strategies and initiatives to establish DUT as a first choice brand in our
competitive arena.
The value of this study is that it supports the opinion that the focus of marketing
communication strategies must continually be modified in response to a changing
Description: Dissertation submitted in full compliance with the requirements for the Master's Degree of Technology: Marketing, Durban University of Technology, 2010.
Appears in Collections:Theses and dissertations (Management Sciences)

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