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ERIC Number: ED519967
Record Type: Non-Journal
Publication Date: 2010
Pages: 216
Abstractor: As Provided
Reference Count: N/A
ISBN: ISBN-978-1-1242-8179-7
ISSN: N/A
Examining the Marketing Strategies for Three Private Universities in Cyprus
Hadjiphanis, Lycourgos
ProQuest LLC, Ph.D. Dissertation, Northcentral University
Previous studies have found a relationship between the implementation of marketing segmentation and promotion strategies in enrollment. However, these two factors had not yet been examined and applied to a university setting as a possible solution to decreased enrollment. The problem addressed in this study was that enrollment diminished when segmentation, positioning and marketing mix strategies were not fully implemented in private Cyprus universities. The marketers in these private Cyprus universities implemented only the concept of promotion rather than additional marketing concepts (i.e., product, place, price, segmentation, and positioning strategies). The purpose of this quantitative, correlational research study was to determine the relationship, if any, between segmentation. positioning and marketing mix strategies employed by three private universities in Cyprus to increase student enrollment. Each strategy was individually investigated in one of the study's first three null hypotheses, and then collaboratively examined in the study's fourth hypothesis. The four hypotheses are as follows. First, there is no correlation between the implementation of a segmentation marketing strategy and enrollment in the three private Cyprus universities. Second, there is no correlation between the implementation of a positioning marketing strategy and enrollment in the three private Cyprus universities. Third, there is no correlation between the implementation of a marketing mix strategy and enrollment in the three private Cyprus universities. And fourth, there is not a strong relationship between the marketing strategies of segmentation, positioning and marketing mix and enrollment in the three private Cyprus universities. A survey was distributed to academic administrators and directors at each of the three private Cyprus universities. Completed surveys were obtained from 336 subjects evenly representing the three universities. The findings allowed the rejection of all four null hypotheses. Relationships between segmentation and enrollment and positioning and enrollment were found to be relatively strong, with full-sample correlation coefficients of r (334) = 0.83, p less than 0.01 and r (334) = 0.86, p less than 0.01, respectively. A moderately strong predictive relationship ranged from R[superscript 2] = 0.63, F (1, 107) = 183.23, p less than 0.01 to R[superscript 2] = 0.80, F (1, 106) = 415.72, p less than 0.01 between effective implementation of market segmentation strategy and enrollment. Similar findings showed a moderately strong predictive relationship ranged from R[superscript 2] = 0.48, F (1, 334) = 311.09, p less than 0.01 and R[superscript 2] = 0.84, F (1, 106) = 558.92, p less than 0.01 between effective implementation of positioning strategy and enrollment. Future research might identify specifically which of the various marketing mix strategy tools contribute to the student decision to enroll. Another suggestion for future research is the examination of the additional elements of the extended marketing mix such as people. process and physical evidence in a university setting outside Cyprus. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site: http://www.proquest.com/en-US/products/dissertations/individuals.shtml
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Cyprus