Njoroge Mary Wanjiku, Dr. Robert Obuba (PhD)


In the past, most businesses traditionally relied only on marketing ideas to support their business but in recent years, managers have introduced strategies that have greatly influenced today’s business. The aim of this research was to determine the influence of digital marketing strategies on students’ enrolment in private universities, a case of Mount Kenya University-Kenya. A descriptive survey design was employed in conducting this study. The target population was 74 respondents.  Census sampling was used for the study. Data from primary sources was used. Data from the primary was gathered using a semi-structured questionnaire. A pilot study of five marketing staff from United States International University-Africa (USIU) in Nairobi was conducted to ensure the validity of the questionnaire. The data that had been gathered was examined to see whether or not there are any gaps, inaccuracies, omissions, or other types of irregularities. SPSS Version 23.0 was used alongside MS Excel software to obtain both descriptive and inferential statistics. In the study, descriptive statistics was provided in the form of tables, bar charts, and graphs. These statistics entailed the usage of the mean as well as the standard deviation. The Pearson correlation coefficient and the OLS approach via regression was used as part of the inferential statistics in order to determine the nature of the relation that exists between the study's various variables. The study concluded that; the institution's website, social media presence, video marketing, brand awareness through display advertising, content optimization for search engines, and social media cause accessibility have been lauded. These factors considerably impact the university's digital marketing strategy and student enrollment. The study recommended that the institution should improve website user experience, social media presence, video marketing, display advertising, and search engine optimization. These measures will boost enrolment.

Keywords: Digital Marketing Strategies, Students’ Enrollment, Private Universities

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