English Full Article Citation


Linda Anane-Donkor, University of Ghana, Ghana
De-Graft Johnson Dei , University of Ghana, Ghana


Institutions of Higher Learning (IHL) are facing increasing competitive pressure from existing and new entrants in the global higher education marketplace. To compound the problem, many of these IHLs around the world have experienced sluggish growth in applications in recent years and thus are struggling to stay in business. This study investigated the role of marketing mix on students’ enrolment in IHLs in Ghana. The survey research approach was used. This enabled the researchers to access quantitative or numerical data of descriptions of trends, opinions of the sample by using questionnaires for data collection. The marketing mix elements (7Ps: product (programs/courses); price (fees/charges); place (location/environment); promotion (advertisement); process (admissions/procedures); physical evidence (facilities/ infrastructure); and people (staff/faculty)) served as the variables for the study. The study established a correlation between the various marketing mix elements and student enrolment in the IHLs.

marketing mix, producto, price, place, promotion, enrolment


Las instituciones de educación superior (IHL) se enfrentan a una presión competitiva cada vez mayor de los nuevos y existentes participantes en el mercado mundial de la educación superior. Para agravar el problema, muchos de estos IHL en todo el mundo han experimentado un lento crecimiento en las matriculaciones en los últimos años y, por lo tanto, están luchando por mantenerse en el negocio. Este estudio investigó el papel del marketing mix en la matriculación de estudiantes en las IHL en Ghana. Se utilizó el enfoque de investigación por encuestas. Esto permitió a los investigadores acceder a datos cuantitativos o numéricos de descripciones de tendencias, opiniones de la muestra mediante el uso de cuestionarios para la recolección de datos. Los elementos de marketing mix (7P): producto (programas / cursos); precio (tarifas / cargos); lugar (ubicación / entorno); promoción (publicidad); proceso (admisiones / procedimientos); evidencia física (instalaciones / infraestructura); y personas (personal / facultad), sirvieron como variables para el estudio. El estudio estableció una correlación entre los diversos elementos del marketing mix y la matriculación de estudiantes en las IHL.

Palabras clave
marketing mix, producto, precio, distribución, promoción, matriculación

12 January 2021

2 March 2021

This is an open access article under the CC BY-NC license.


Anane-Donkor, L; & Dei, DGJ. (2021). Marketing mix and students’ enrolment in institutions of higher learning. Journal of Management and Business Education, 4(2), 150-164.


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