Digital Marketing Strategies and Performance of Technical and Vocational Education and Training Institutions in Kenya

Jacklyne Muthoni Murithi, Dr. Scholastica Wamwayi

Abstract


Kenya’s technical and vocational education and training institutions have experienced a rise in problems with performance. The purpose of this research is to ascertain how Kenyan technical and vocational education and training institutions’ performance relates to their use of digital marketing strategies. It specifically aims to ascertain the correlation between search engine optimization and mobile marketing with institutional performance. This study was based on the technology acceptance model, the social cognitive theory and the diffusion of innovation theory. The study involved 349 TVETs in Meru, Nairobi and Machakos counties. The employees of these TVETs were involved as the respondents. The sampling frame was the comprehensive list of all the TVET institutions in Nairobi, Machakos and Meru counties. The list was obtained from the Ministry of Education. This study sampled 186 technical and vocational education and training institutions, calculated using the Yamane formula. The respondents were 372 center management staff in the TVETs issued a questionnaire. The data was analyzed using both descriptive and inferential statistics. From the findings, SEO had a positive and statistically significant effect on Institutional performance (?=0.668, p = 0.000). In addition, mobile marketing showed the strongest positive effect (? = 0.870, p = 0.000). The study concluded that SEO and mobile marketing have a positive effect on institutional performance of TVETs in Kenya. Based on these results, the study recommended that institutions prioritize strategic implementation of SEO and mobile marketing to maximize engagement and institutional performance.

Keywords: Digital marketing strategies, Mobile marketing, Search engine optimization (SEO), Technical and Vocational Education and Training (TVET), TVET performance


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