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Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria

Authors: BINUYO Adekunle

Publication Type: Journal article

Journal: International Journal Of Advanced Studies In Economics And Public Sector Management | Ijasepsm

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Abstract

I evaluate coordinated, measurable, persuasive brand communications programmes over time with consumers, prospects, employees, associates and other targeted relevant external and internal audiences. Private universities in Nigeria are facing several challenges brought about by the vast and complex processes of globalization and liberalization. Some Nigerian universities struggle meet NUC's minimum academic standard due to shortage of academic staff and inadequate teaching facilities and learning of skilled-based courses which have led to poor institutional performance. The study examined the effect of integrated marketing communications on institutional performance of selected private universities in South-West, Nigeria. The study adopted the survey research design. The population of the study consisted of 554 employees that were involved in the student enrolment of the 2019/2020 academic session of the 20 selected private universities in South-West, Nigeria. Total enumeration was used to sample all the 554 employees at the selected private universities that were involved in the 2019/2020 academic session. Questionnaire was used as the instrument for primary data collection. The Cronbach's Alpha reliability coefficients for the constructs ranged from 0.832 to 0.701. The response rate was 85%. The data gathered was analysed using multiple regression analysis. The results of the analysis revealed that advertising, service promotion, direct marketing, online marketing and public relations all have individual positive and significant effect on institutional performance of selected private universities in South-West, Nigeria. Based on the findings of this study, the study recommended that universities, especially private universities should invest in integrated marketing communications to improve their institutional performance.

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BINUYO,A. . (2020). Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria, 8 (), 257-257.

BINUYO,A. . "Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria" 8, no (), (2020): 257-257.

BINUYO,A. and . (2020). Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria, 8 (), pp257-257.

BINUYOA, . Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria. 2020, 8 ():257-257.

BINUYO,Adekunle , . "Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria", 8 . (2020) : 257-257.

B.Adekunle , "Effect of Integrated Marketing Communications on Institutional Performance of Selected Private Universities in South-West, Nigeria" vol.8, no., pp. 257-257, 2020.

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