strategies to market adult education programmes

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STRATEGIES TO PROMOTE THE INSTITUTE OF ADULT EDUCATION AMONGFOREIGN GRADUATE STUDENTS IN THE UNIVERSITY OF GHANABYCHARLES ALFREDA DISSERTATION SUBMITTED TO THE UNIVERSITY OF GHANA, IN PARTIALFULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTERS OFARTS DEGREE IN ADULT EDUCATION

AUGUST 2008Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.DECLARATIONI HEREBY DECLARE THAT EXCEPT FOR THE REFERENCES TO OTHER PEOPLESWORK WHICH HAVE BEEN DULY CITED, THIS WORK IS THE RESULT OF MY OWNORIGINAL RESEARCH AND THAT THIS DISSERTATION HAS NEITHER IN WHOLEOR IN PART BEEN PRESENTED FOR DEGREE ELSEWHERE.ABOUT THE AUTHOR:Charles Alfred: - Is a freelance researcher of: Continuing and Development Education andOut-of-formal-school Education in Africa; he also specialises in adult education

organisations, person, and social marketing. He holds first and second degrees in Adult, Nonformaland Development Education/Political Science from the Universities of Port-Harcourtand Ghana. And a PGD in: Strategic Management. He is at present doing his doctorate degreein peace education.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.DEDICATIONThis work is dedicated to all the freedom fighters in prisons worldwide .It is also for the librariesstaff members of the Institute of Adult Education and Ghana Institute of Managem

ent and PublicAdministration.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.ACKNOWLEDGEMENTI acknowledge all those who contributed helpful suggestions, either directly orindirectly, to thiswork. I cannot fail to mention the thoughtful contribution of some particular individuals whoprovided useful guidance prior to and during the development of the study.My gratitude therefore goes first to my two supervisors of the Institute of Adult Education, Dr H.

B. Kwashie and Mr. R.A. Aggor for their contribution and encouragement.My heart felt appreciation goes to the staff of the libraries of the Institute of Adult Education andGhana Institute of Management and Public Administration for their help and guidance.I am indebted also to my colleagues and friends like Mallam Adamu, Forson, soloand Millicentfor their supports.The foreign students respondents who made the study possible by devoting their time andenergy deserve special mention. I am particularly grateful to Mr. Roland of theDepartment ofEconomics and Keni of the Institute of Communication for their assistance to ens

ure thecompletion of the questionnaires by the foreign students.CHARLES ALFRED


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AUGUST, 2008Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.ABSTRACTGlobalization and information explosion have change the ways services-oriented non-profitorganizations, especially the knowledge-based ones like adult education organiza

tions andinstitutes operate. At present not-for-profit organizations cannot fold their hands and wait formanna to fall from Heaven again, they must now go out and sell their products tothe publicthrough promotion. Without deliberate promotion of their activities and programmes, theseorganizations will perish because of competitions from others for clients and donor funds.Therefore, there is now a need for the development of strategies to promote these kinds oforganizations. The goal of this study is to obtain data that could be used to de

velop strategies topromote the Institute of Adult Education (IAE) among foreign graduate students of theUniversity of GhanaThe research design adopted for the study was quantitative field survey, using descriptive andanalytical methods. The population of the foreign graduate students respondents was theregistered 250 foreign graduate students of the University and the 21 key staffmembers of theIAE. Simple random sampling technique was used to select 50 of the students forthe study. TheInternational Students Hostels registers were used as sampling frames. Ten key s

taff members ofthe IAE were selected through non probability purposive sampling techniques forthe study. Twosets of questionnaires were used for both categories of the respondents. Data collected wereanalyzed by means of percentages, frequency tables, pie and bar charts.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.The study established that promotion can be used to attract foreign graduate students to the IAE;it also established that the Internet is the best means, for now, to promote theInstitute to foreigngraduate students. Fifty three percent of the students admitted that they becameaware of theirFaculties and Departments through the Internet. It was also found out that the existingpromotional strategies of the Institute are not very effective in terms of attracting foreigngraduate students of the University; they are not also good tools of promoting the Institute topotential students outside the country. Furthermore, 74.4 per cent of students respondentsindicated that they have not seen any advertisements that promote the Institute.Majority (81%)of the key staff of the IAE also admitted that the IAE needs promotion. In addit

ion, the studyrevealed that physical evidences like the bill boards and the sign boards of theInstitute need to


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be improved and enlarged to accommodate the programmes and courses it is offering, as high as65 per cent of the foreign graduate students cannot locate the IAE on the University campus.The study therefore concluded that the promotion of the Institute should not bea one-sidedaffair; all the strategies traditional marketing, service marketing and social m

arketing are using topromote their products should be used to promote the Institute, especially amongthe foreignstudents of the University. It was recommended that more attention be paid to the improvementof the buildings of the Institute, excursion to other Universities/ Institutes should be madefrequently and the issue of re-branding/ re-naming the Institute and some of itsprogrammes forpromotion reasons should be further studied. The Institute should endeavour to enter into causerelatedmarketing venture (collaborative promotion) with reputable organizations like th

e WorldBank Institute and the African Capacity Building Foundation to attract publicitylocally, foreignstudents and promotion internationally. Catalogues, calendars and brochures of the Instituteshould be made available to new and old foreign students of the University freeof charge,especially during graduation and matriculation congregations. The bill boards and the signGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.boards of the Institute should also be enlarged to accommodate all the programmes of the

Institute. The Internet and other e-marketing strategies should be the prime means of promotingthe Institute outside the shores of the country and among foreign graduate students of theUniversity.TABLE OF CONTENTPAGESDECLARATION . iDEDICATION.ACKNOWLEDGEMENTABSTRACT.TABLE OF CONTENT...LIST OF TABLESLIST OF FIGURES.CHAPTER ONE:INTRODUCTION . 1Background of the Study.Statement of the Problem.Objectives of the StudyRelated Research Question..Definition of Terms.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Significant of the Study..Limitation of the Study..

Theoretical Framework..CHAPTER TWO:LITERATURE REVIEW


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IntroductionConcept of Marketing.Four Eras in the History of MarketingTypes of Marketing.Marketing MixConcept of PromotionSteps in Promotion Planning..

Promotion Mix and MarketingAdult Education and Service-Sector Related PromotionCharacteristics of a Service.Strategies for promoting Service-oriented InstitutionsConclusionCHAPTER THREE:RESEARCH METHODOLOGYIntroductionResearch Design.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Population of the Study..

Sample.Sampling MethodResearch Instruments..Sources of Data..Validity of the Research instruments.Analysis of the DataCHAPTER FOUR:PRESENTATION AND ANALYSIS OF STUDENT AND IAE STAFF MEMBERS DATABackground of Foreign Students RespondentsSex and Marital/Household Status of the StudentsFaculties, Institutes, Schools and Colleges of the Respondents.Departments of Respondents .Programmes of Study of the Students

Age Distribution of the Students Continents of the Students..Means Respondents used to know about their Programmes/CoursesStudents Awareness of the Existence of the InstituteRespondents Interests to Register with the Institute.Location of the Institute in the University Campus.Catalogue/Brochure/Calendar of the Institute.Out-sourcing as a Strategy to Promote the Institute.Institute needs Promotion among Foreign StudentsInstitute to be Promoted like the Strategies been used to Promote Household GoodsGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Strategies that could be used to Promote the Institute to Foreign Students.Door-to-door Selling as a Strategy to Promote the Institute..PRESENTATION AND ANALYSIS OF THE DATA FROM THE STAFF OF IAEBackground of the Institute staff..Sex Distribution of the IAE Key Staff MembersAges of the Staff Members ..Status of the Staff Members..Need for the Institute to be Promoted..Contracting of the Institute Promotion to a Marketing firmExisting Promotional Strategies of the Institute..Institute can attract more Foreign Students through Promotion..Door-to-door Selling as a means of Promoting the Institute to Foreign students..

CHAPTER FIVE:DISCUSSION OF MAJOR FINDINGS.Introduction


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ll asgovernmental and non-governmental agencies like religious and adult education organizationsthat provide both tangible and intangible goods use millions of dollars yearly to promotethemselves and their services. The various Ministries of Information in Africa and their

counterparts in other parts of the world are now using a good part of their annual budgetGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.allocations for promotional activities. The Nigerian Government in the early 2000s for example,allocated more than 600 million Naira, (about 100 million US dollars) for the branding andpromotion of the countrys image world wide (The Guardian Newspaper, August 28, 2006: 19)Multinationals, like Microsoft, spent over 200 million US dollars in 1996, to promote and launch

its Window 95 software (Boone & Kurtz, 1998). Online financial company, E*TRADE,alsospent about 522 millions US dollars mainly on promotions in 2000 (Kotler, 2003).The BostonCentre for Adult Education usually spent 15 to 20 percent of its annual revenuefor promotionalactivities (Lovelock, 1996).Promotion generally is one of the major elements of the traditional marketing mix. Advertising,collateral promotion, direct marketing, personal selling, public relation/publicity and salespromotion are the major promotional mix strategies for service and non-service providers

(Chaston, 2004). Burnett (1993) defined promotion as an attempt to persuade target audience toembrace a new attitude or to engage in a new behaviour.Adult education organizations like the Institute of Adult Education are mainly service-orientedorganizations which normally use implicit promotional techniques to promote themselves andtheir services. Implicit promotion is persuasive communication that is inherentin the productitself, its price, and the place through which it is provided (Dommermuth, 1984). However, adulteducation experts like Knowles (1980) urged practitioners and theorists of the profession to useexplicit means of promotion to sell their services. He recommended that:Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Posters, displays and exhibitions, flyers, personal selling, personal contacts and theskills of advertising business, should be all used as means of selling adulteducation.(pages 176-183)Like Knowles, social marketing experts such as Fox (1980) cited in Shanker (2006), Kotler andAndreasen (2003) also support the view that explicit promotional means or methods should beused in selling services like adult education to the public.

The Institute of Adult Education has been very successful in attracting local students to itsprogrammes mainly through its promotional activities. However, the Institutes rat


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e of attractingforeign students is very low, especially when compared to the other Colleges, Centers, Institutesand Faculties in the University. For instance, between 1999 and 2008, the Institute admitted onlyeight out of the about 6,000 registered foreign students at the University of Ghana (University of

Ghana Basic Statistics, 2007).The Institute of Adult Education is one of the five Institutes of the Universityof Ghana. It wasfounded in 1948 as an affiliate college of the University of London. An Act of Parliament reorganizedand recognized the University of Ghana, from a University College in 1961, to anindependent degrees awarding entity. At present the University of Ghana has approximately28,480 students in its seven Colleges, five Faculties, four Schools, eight Centers and fourInstitutes (Bachelor of Arts Degree by Distance Learning, Handbook, 2007)The Institute of Adult Education started as Department of Extra-Mural Studies in

1948. TheInstitute, basically from the beginning of its establishment, works more with those who areGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.outside the walls of the main university campus; it is the main agency that takes the University ofGhanas presence and standards outside to meet those who need learning.At present, the Institute of Adult Education is engaged in the following programmes; TheCommonwealth Youth Programme, HIV/AIDS Counselling and Care Giving Course, ReducingHIV Stigma by Education, University of London MSc Programme and the University o

f GhanasDistance Education Programme.The Institute also carries out research through its members of staff and engagesin evaluationstudies on its programmes throughout the nation. It also teaches Adult Educationboth in theregular and sandwich modes leading to the award of Diplomas, Masters of Arts, Masters inPhilosophy and Doctor of Philosophy degrees. The Awudome Residential Adult College andother workers colleges and centers around the country owned by the Institute organize shortcourses on civil education, literacy and community development for citizens in the variouscommunities of the nation.1.2 Statement of the ProblemPromotion is one of the major elements of both the traditional and the service marketing mix.Without any form of promotion, the usefulness and importance of goods and services toconsumers and society will be largely unknown.Adult education organizations and institutions are basically providers of services to the publicwithout any serious profit motives. Therefore, the contributions that the profession is making to

the development of society at large should be made known to everybody. This explains whyGenerated by Foxit PDF Creator Foxit Software


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http://www.foxitsoftware.com For evaluation only.experts and non-experts of the field are calling for active promotion of adult education servicesin the society. For instance my personal investigations confirmed that the majority of the foreignstudents do not know the various very useful programmes being offered by the Institute of Adult

Education, most of the students would have come to the Institute, if they were aware ofprogrammes/courses such as community education/development and the HIV/AIDS Care-givingand Counselling. This information could have been available to a lot of the foreign students, ifthe Institute is being promoted consistently among them. The 2007 Basic Statistics booklet ofthe University of Ghana confirmed the fact that for the past eight years, only eight students out ofthe almost 6,000 foreign students that the university had admitted registered with the Institute of

Adult Education.Therefore, the major issue of this study is: what strategies could be used to promote the Instituteof Adult Education among foreign graduate students in the University of Ghana?1.3 Objectives of the StudyThe purpose of this study is to obtain data that would help to develop strategies to promote nonprofitorganizations like the Institute of Adult Education. The following are the specificobjectives: To investigate why the Institute of Adult Education need to be promoted. To identify the existing promotional strategies of the Institute. To determine the extent to which promotion can be used to attract foreign studen

ts tothe Institute of Adult Education. Identify the different strategies that can be used to promote the Institute of AdultEducation.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.1.4 Related Research QuestionsThe study answered the following research questions: Why should the Institute of Adult Education be promoted? To what extent are foreign graduate students of the university aware of the existenceof the programmes of the Institute? How effective are the existing promotional strategies of the Institute in attractingforeign graduate students? What other strategies can be used to promote the Institute of Adult Education?1.5 Definition of TermsPromotion:Promotion is communication undertaken to persuade others to accept ideas, concepts, or things.Promotion is the communication function of marketing (Engel, et al 1991). In general terms, thepurposes of marketing communication are to inform, to persuade, or to remind. Potential buyers

are informed that the product or services exists, and given the reasons why thegoods andservices are on sale, and are better than competing products of others.


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Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Strategies:Strategies are game plans that management or somebody uses to stake out a marketpositions,attract and please customers, compete successfully, conduct operations, and achieve

organizational objectives (Thompson, et al, 2004).Foreign graduate students:Foreign Graduate Students are all non-Ghanaian students who are registered to dopost-graduatestudies or courses of all types in the various centers, faculties, institutes and colleges of theUniversity of Ghana.1.6 Significance of the StudyAdult education philosophers like Julius Nyerere and Paulo Freire according to Akinpelu (2002)have always highlighted directly or indirectly the fact that, development of thepoor areas all

over the world is tied to the development of adult education. The promotion of adult educationcan only be done thoroughly through consistent communication with all stakeholders,particularly through social marketing, event marketing and organization marketing skills andtools like publicity generation and promotion (Kotler, et al, 2006 and Hannagan,1992).Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Promotion is what adult education organizations like the Institute of Adult Education needs tosignificantly reach out to its numerous and heterogeneous clientele who really n

eed theirproducts and services.A deliberate and consistent attempt to promote adult education will help both the Institute andthe learners or clients who need its services to survive worldwide. It will enable managers andpractitioners of adult education to reach out to all those who need their services. It will, at thesame time, enable clientele who need the services of adult education to know andbe aware of allthe programmes and services that they offer.Finally, promotion as marketing tool will enable adult education organizations to understandtheir publics very well through market research and other activities that must be done beforeactual promotion takes place (Evans, 1995). Therefore, the recommendations of this work willenable managers of the Institute of Adult Education, University of Ghana, to enhance theirexisting promotional strategies to attract more foreign students to the Institute.1.7 Limitation of the StudyDeveloping strategies to sell and promote adult education organizations and their programmes isnot an easy task, especially among very diverse foreign population in a universi

ty which is thefocus of this work. This task is not easy because, what attract a particular student or students in a


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particular country or continent may not be what will attracts the attentions ofothers.This study was limited to only the foreign graduate students of the University of Ghana, itdeliberately excluded, the certificate, the diploma, and the undergraduate programmes foreignGenerated by Foxit PDF Creator Foxit Software

http://www.foxitsoftware.com For evaluation only.students. The study was also limited to only the foreign graduate students of the University ofGhana. Therefore the findings of this study may not be applicable to graduate students of otheruniversities. It may not also be applicable to the non-graduate students of thisuniversity.1.8 The Conceptual FrameworkThis study is mainly based on the concepts of social marketing developed by Wiebe, Fox (1980),Kotler (1985), Levy and Zaltman (1975). To these experts, traditional marketingphilosophies,

principles and marketing concepts and theories can be used to disseminate ideasand issues ofsocial significance such as, road safety, immunization, illegal drugs use, health care and divorce.According to Shanker (2006) the emphasis of social marketing is to persuade target people tolearn, adopt and change their ideas, behaviour and practices in keeping with thelarge socialneeds which are not clearly perceived by them. In social marketing the results are not cognizablelike commercial marketing. Kotler and Andreasen (2003) defined social marketingas genericmarketing programmes carried out to change behaviours that are in the individuals

or societysinterests. Therefore in social marketing people are made directly or indirectlyto change theirbehaviour, ideas and practices, with the aid of commercial marketing tools and strategies likepromotion and publicity, to actually benefit themselves and the whole society. Adult educationprogrammes like health education, literacy education, community development andpoliticaleducation usually make use of social marketing techniques to attract and changethe attitudes oftheir clienteles.The development of strategies to promote the Institute of adult education amonggraduate foreignstudents of the University of Ghana, the focus of this study, therefore can notdo without thetools of social marketing, especially the methods of promotion or the promotional mix usuallyadopted by social marketers. The social marketing planning steps and processes like: problemGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.definition, goal setting, target market segmentation, consumer analysis, marketing strategies andtactics, implementation, and evaluation are also very useful to the promotion of

a field such asadult education.CHAPTER TWO


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REVIEW OF RELATED LITERATURE2.1 IntroductionDifferent bodies of literature have emerged regarding the promotion of all typesof servicesrelated to non-profit organizations like the Institute of Adult Education. Thischapter willtherefore, deal with major literature that concern the subject under focus. The

chapter is dividedinto five sections. Section one deals with the concept of marketing. Section two, with the conceptof promotion, while section three, with promotional mix and marketing. Sectionsfour and fivecovered: adult education and service-sector related promotion; and strategies for promotingservice-oriented institutions respectively.2.1 The Concept of MarketingProfessional marketing of goods and services is a recent phenomenon. Before theearly 1950s,the essence of marketing was the exchange process (Boone and Kurtz 1998). The ex

changeprocess takes place when two or more parties give something of value to satisfyeach othersneeds.Exchange is very basic to marketing and this explains why Boone and Kurtz (1998); Hinson(2006); Evans, (1995) and Lamb et al, (2004) all describe marketing as the process of creatingGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.and resolving exchange relationships. As individuals need for goods and servicesincreases, thenatural need for exchange and marketing effort or process starts. To Bazozzi (19

75), supportedby Kotler (2000) the exchange concept is a core concept in marketing. Accordingto them theexchange concept is a process that involves obtaining a desired product from someone byoffering something in return. They further explained that the following conditions must besatisfied for any exchange to exist and take place. These conditions are:1. There must be at least two parties.2. Each party has something that might be of value to the other person.3. Each party is capable of communication and delivery.4. Each party is free to accept or reject the exchange offer.5. Each party believes it is appropriate or desirable to deal with the other party.Consequently, for exchange to take place, the above conditions must exist to ensure that bothparties agree on terms that will leave them both happier and better off after the process ofexchange has taken place.Therefore, in earlier societies, goods and services were only exchanged or bartered; and this isthe oldest form of marketing. However, according to Hartzell (2006: 263) marketing is now:The series of processes by which demand for goods and services is identified,supplied, anticipated or manipulated. It relies heavily on such function as adve

rtisingand market research.Lamb, et al (2004) defined marketing as the process of planning and executing th


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e conception,pricing, promotion and distribution of ideas, goods and services to create exchange that satisfiesGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.individuals and organizational goals. The American Marketing Association, also support this

new definition of marketing, (www.marketingpower.com/index, June 4, 2008).Marketing concept is therefore based on three main principles according to Kalu(1998) andthese principles are:a) Marketing begins with determining customer demand-- an analysis of customer needsand wants.b) Marketing is a complex process which includes advertising, selling and otherfunctionssuch as marketing research; product planning and development; pricing; promotion; anddistribution.

c) The goal of marketing is profit (or change of behaviour, for social marketers) throughcustomers (clients) satisfaction.The four eras in the history of marketingThe four eras in the history of marketing according to Boone and Kurtz (1998:12)are theproduction, sales, marketing and relationship eras.The production era: Prior to the 1920, manufacturers and producers of goods andservicesstressed on production of quality products and services. The belief then was that, a good productor high quality product and service would sell itself naturally. Although marketing had emerged

as a field, it was still then a function of managers. Producers of goods and services relied moreon production of goods and services that would automatically sell themselves tothe publicbecause of their high qualities.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.The sales era: From the 1920s to the 1950s, producers of goods and services decided to matchtheir output to the potential number of clients or customers who needed their products andservices. Therefore, sales-oriented marketing started and strived during this period. The sales eraassumed that, personal selling and advertising are the keys to the means of convincing buyers ofgoods and services.The marketing era: Personal incomes and consumer demand for goods and services droppedrapidly during the Great Depression of the early 1930s. This actually made marketing of goodsand services a major issue in all organizations, because the survival of organizations thendepended on the marketing of their products to the very few consumers. The marketing era wasushered in because of the factor of excess production by many organizations for

few consumers.Productions of goods and services in this era became consumer-oriented. Consumer-oriented


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marketing is the designing of goods and services that meet or are compatible with customersrequirements. Companies and organizations are able to meet customers or clientsstandardsbecause they understand their customers or clients experiences, buying habits andneeds. Themarketing era was about the satisfaction of the buyers of goods and services.

The relationship era: The 1990s marked the beginning of this era. Relationship marketinginvolves long-term, value-added relationship development over time with customers or clients orsuppliers to an extent that these people only buy from a particular company or organization.Relationship marketing carried the ordinary marketing eras customer orientation astep more byfocusing on the establishment and maintenance of relationship with both clientsor customers andsuppliers.Types of Marketing

Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Initially, marketing was totally associated with the exchange of physical goodsbetweenindividuals and businesses. Later marketing came to be associated with goods andservicesexchanges and promotions. Today according to Boone and Kurt (1998) and Kotler (2006), wehave now non-traditional marketing areas that use the traditional marketing principles and tools,these areas are: not-for-profit organization marketing; person marketing; socialmarketing; causemarketing; event marketing; organization marketing; and internal marketing.

Not-for-profit organization marketing is the marketing of mostly public sector organizationsowned by governments or by private individuals that are designed to serve the people without noprofit orientation or motive (Kotler and Andreasen, 2003). Not-for-profit organizations like theRed Cross and Amnesty International usually market themselves and their activities through thepublications of their research findings in newspapers and magazines. The logos and signs in thecars and offices of these organizations usually also help to market them to thepublic too, sincethese kinds of organizations do not normally use advertising in the media to market themselvesand their activities to the public.Person marketing is the marketing efforts designed to cultivate the attention, interest andpreference of a large market toward a person (Boone and Kurt (1998). Political campaigns areone of the major tools of person marketing. All the activities like political debates, posters, flags,rallies, advertising, and songs the various political parties do to make their candidates popular areall parts and means of person marketing.Place marketing, are efforts to attract visitors to a particular area; improve c

onsumer images of acity, or nation, or community (Kotler, et al 2006). Place marketing also includes marketing of


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THE MARKETING MIXAccording to Lamb et al (2004, p: 42), the term marketing mix refers to:To a unique blend of product, distribution, promotion and pricing strategies designed to producemutually satisfying exchanges with a target market. Distribution is sometimes referred to as aplace, thus giving us the four Ps of the marketing mix: product, place, promotio

n and price.Marketing mix therefore consist of four controllable variable within a frameworkwhich alwaysinfluence practitioners to decide on the product characteristic, set the price,decide how todistribute their products and services and finally choose best methods for promoting their goodsand services (Kotler, et al, 2006).Boone and Kurtz (1998) referred to the Four-Pframework asstrategic marketing mix variables. These variables are product, place, promotion, and pricestrategies.

Product strategy in the marketing mix involves more than just deciding what goods or servicesthe firm or organization should offer to a group of consumers. Product strategyalso include:Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.making decisions about customer services, package design, brand names, trademarks, warranties,product life cycles, positioning and new-product development.Price strategy in the marketing mix deals with all the methods of setting profitable andjustifiable prices. It is regulated and subjected to a high level of public scrutiny and needs. In

social and cause marketing price is what the target individual will lose for theoverall benefit theorganization is offering to him or her. For instance the price of giving up smoking in socialmarketing is the prestige of being a smoker among ones peers who are also smokers. The pricesof a service like education are the fees and the time use for learning.Place (distribution) strategy in the marketing mix is the element or variable inmarketing isconcern with all the activities and marketing institutions that get the right goods or services to thefirms customers or clients or students, etc. Place is concerned with the outletswhere the finalconsumer of goods and services will receive or buy them.Promotional strategy of the marketing mix involves appropriate blending of personal selling,advertising and sales promotion to communication of all kinds that seek to inform, remind,persuade, and educate potential clients and customers to buy a firms goods and services beingoffered.2.2 THE CONCEPT OF PROMOTIONPromotion has had many meanings over the years. Its original connotation, in Latin is: to moveforward, Govoni, et al (1986). More recently the term has been narrowed down to m

ean,communication undertaken to persuade others to accept ideas, concepts, or things. Thus


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message must be associated with the theme of the advantages and disadvantages ofilliteracy andliteracy.Selecting the promotional mix, advertising, personal selling, public relations and salespromotions formed the promotional mix. Because the promotional mix has their advantages and

disadvantages care must be taken to select the appropriate means of passing themessage ofpromotion to the target audience. The right message through the wrong mix will not achievedesired aims of the promotion properly.Determining the budget, promotional activities are expensive, and daily they arebecoming moreand more expensive. Determining the budget is concern with knowing all the coststhat will beinvolved in the promotion. Therefore, without an adequate budget, no promotionalactivities canbe implemented.

Implementing the promotional strategy, the success of any promotional strategy is largely thefunction of how well it is implemented. Implementation involves three separate stages, the firststage is to make sure that all the elements of the plan including specific media, dates, times,sizes, talents, photographers and artists, and production schedule have been decided upon. Next,those in charge of the promotion must make sure that all the decisions can be implemented andthere are people assigned to each of the tasks associated with the promotion. Finally, thepromotion sponsors must check to be sure that all decisions were implemented cor

rectly.Measuring results, this is determining whether implemented promotional strategyhas actuallyachieved it objectives. The techniques and tools of research are what marketersnormally used tomeasure promotional strategy implemented.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.2.3 PROMOTIONAL MIX AND MARKETINGThe promotional mix in the traditional marketing mix is the element that informs, educate,remind and convince potential and targeted buyers about an old or new product orservice. Kotler(2003) warned that for promotion to be effective, it must be part and parcel ofthe originalbusiness plan. The developers of the business or the programme should consider the strategies ofpromoting it along with major business/programme factors like seed and venture capitals. ForLamb, et al (2004) promotion planners should consider factors like, the nature of the product;stages in the product life cycle; target market characteristics; type of buyingdecision; availablefunds; and the push and pull strategies of buyers and the products, when designing any

promotional activity. The promotional element is made up of: personal selling, advertising, salespromotion, direct selling and publicity or public relations (Dommermuth, 1984).


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Thecomponents of the promotion mix diagram are in appendix B.Personal selling: is interpersonal promotional process involving a sellers person-to-personpresentation to a prospective buyer. However, for any successful sale to take place the sellermust have adequate knowledge of what he/she is selling. Generating leads, qualif

ying leads,approaching the customers and probing needs, developing and proposing solutions,handlingobjections, closing the sale and following up, are the major steps in any selling process. Streethawkers and petty traders usually adopt personal selling to promote their goodsin Africa.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Advertising: is paid non-personal communication through various media by a business firm, nonprofitorganization, or individuals identified in the message with the hope of informin

g orpersuading members of a particular audience. There are two major types of advertising, and theseare, institutional and product advertising. Both types of advertising can not take place withoutidentifying the product benefits; developing and evaluating advertising appeals;executing themessage; and post-campaign evaluations. Choosing a particular media to reach outto intendedtargets is also a very important decision to make before launching any campaign.Advertising isthe most popular means of promoting goods and services world-wide.Sales Promotions: are marketing activities other than personal selling, advertis

ing and publicitythat stimulate consumer purchasing and dealer effectiveness. Public displays, trade shows,coupons, premiums, contests, product and services demonstrations are all variousexamples ofsales promotions. Buy-one-get-one-free is the most popular type of sales promotion used mainlyby, telecommunication companies and domestic goods manufacturers.Direct Selling or Marketing: involves direct communication other than personal sales contactsbetween buyer and seller. Direct selling uses techniques to get consumers to make purchase fromtheir home, office, or other non-retail settings. The techniques used by directmarketers are directmails, catalogs and mail order, telemarketing and electronic retailing. Promotional junk emails ofproducts or services are examples of this kind of marketing.Public relations or publicity: is an organization or companys communication and relation withits various publics or outside environment. The major public relation (PR) toolsare new-productpublicity, product placement, consumer education, event sponsorship, issues sponsorship andGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.

internet website. The management of unfavorable publicity is also the function the PRdepartment in every organization.


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2.4 ADULT EDUCATION AND SERVICE-SECTOR RELATED PROMOTIONBecause adult education institutes and organizations do not produce physical ortangible goodsthey fall under the service sector based institutions or firms. A service is defined as:Any act or performance that one party can offer to another that is essentially intangible and

does not result in the ownership of anything. Its production may or may not be tied to a physicalproduct, (Kotler, 2000: 428.)Similarly, Husted et al, 1989 (quoted from Evans,1995:7), defined services, as activities andbenefits provided by an organization that satisfy the buyers needs while providing little or nonew ownership of physical or tangible goodsEvans, (1995) and Dibb, et al (1991), augured that the above definitions are notreally applicablefor schools. Service is thus defined by Dibb, et al (1991: 7) as: an intangible product involving

a deed, a performance, or an effort that cannot be physically possessed.Characteristics of a serviceThere are a number of characteristics which authors of marketing books like, Kotler (2002),Boone and Kurtz (1998), Evans (1995), and Lamb, et al (2004), generally agree that distinguish aGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.service from a physical good. These characteristics as explained by Evans (1995)includes:Intangibility, heterogeneity, inseparability and perishability. Hinson (2006:7-10) however addedthree other elements to make the whole service marketing mix to a 7-Ps. This is cu

rrentlyconsidered as the mix for service organizations, especially for knowledge-intensive services likeadult education. The extended service marketing mix proposed by him therefore includes thepeople; the process; and the physical evidence. All these factors of the mix must be consideredwhen designing modern service marketing activities for any organization.Intangibility: This characteristic of services clearly explains the fact that services are not physicalthings one can possess. Intangibility establishes that, services are deeds, processes andperformance or actions. For instance, the Institute of Adult Education University of Ghanaprovides educational services to her clients and not objects that can be seen orfelt.Heterogeneity: Means that the provider is inseparable from the service being provided. Theservice of education being provided is an outcome of the personalities, skills,knowledge andother personal attributes of the individual involved in the process (Evans, 1995).Thischaracteristic of service explains the fact that, no two service providers are exactly alike.Additionally, most customers or clients or students of services organizations ar

e not the same.Inseparability: Means two things. First it means inseparability means that, theservices provider


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is inextricably woven with the service being provided. Second, it also means that services areproduced and consumed at the same time, unlike goods that are produced first, and then latersold to consumers. Services like education are produced and consumed at the sametime. Andfinally, the providers of most services are the services in buyers mind (Boone an

d Kurtz, 1998).Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Perishability: Perishability means that services providers cannot perform and store their serviceslike goods, when they are not needed. Thus, according to Hinson (2006), an unsold solutionservice is lost for good. Services like education cannot be stored during periods of low demandin anticipation of future high demand (Evans, 1995).Place: Refers to how available the service is to clients or customers or students that are interested

in the service. The service must be available to customers or students at the right place and at theright time.People: According to Hinson (2006) all the people directly or indirectly involved in theproduction of a service are important parts of the extended service mix. Employees, managementand other customers often add significant value to the total product or serviceoffering. Heexplained further that, the personnel involved in the provision of a service strongly influence thesuccess or otherwise of the company or firm. The personal appearances of the employees, and

their attitudes and behaviours significantly influence the customers or clientsor studentsperceptions of the service.Process: Process refers to procedures, mechanism and flow of activities by whichservices areconsumed (Hinson, 2006). Some services are so complex that the client or consumers mustfollow the process of the service to really get his or her satisfaction. For instance, in a school,students must follow the process of teaching properly before they can get satisfaction. Therefore,the process as a service marketing mix is very important.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Physical Evidence: The environment or the house or the place where a service isrendered ordelivered is the physical evidence. Service oriented organization, therefore must have somephysical evidence to show for the type of service they render to clients, customers and others.And physical evidence(s) should always be very attractive to potential clients and the public2.5 Strategies for Promoting Service-Oriented InstitutionsServices-oriented organizations today also make use of the multiplicity of marketing

communication tools available to tangible goods. However, as Lascus, et al (2004) warned,the characteristics of the communication tool or tools to be used and the needs


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of the targetedaudience must be considered in designing any strategies to publicize or promoteany good(s)or service(s).Therefore, not all means of publicity or promotional strategies or tools that are alwaysappropriate for the marketing of service oriented organizations. This is because

:Services organizations must always find a way to fill out the intangible images associatedwith their products when promoting or publicizing them, (Boone and Kurtz 1998, p:449).Kotler, et al (2006); Andreasen & Kotler (2003); Hinson, (2006); Karlson (2004);Geller(2004); Sussman, (1997); and Lascus, et al (2004), all suggested varieties of ways orstrategies for marketing service organizations, because according to them, service marketingrequires more than just traditional marketing styles. These varieties or strateg

ies formarketing service-oriented organizations suggested by them are: internal marketing strategy,interactive marketing strategy, sale promotion strategy, public relation strategy,telemarketing strategy, direct marketing, celebrities endorsement strategy, cause-relatedGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.marketing strategy, advocacy/ charity marketing, advertising strategy, seminars/workshopsstrategy, media publicity strategy, directories strategy, sponsored courses marketing strategy,

publication strategy, internet marketing strategy, physical evidence marketing strategy, videomarketing strategy, corporate entertaining marketing strategyInternal Marketing Strategies: Internal marketing strategy is an in-house marketing strategy,internal marketing strategy focus on employees understanding of various activities of the firm.The main objective of the internal marketing is to enable the employees to deliver satisfyingservices to clients/customer and consumers, etc of the organizations. Internal marketingprocesses according to, Kotler, et al (2006) follow the under-mentioned steps inservices/products organizations:a) Establishment of a service cultureb) Development of a marketing approach to human resources managementc) Dissemination of marketing information to employeesd) Implementation of reward and recognition system.Interactive Marketing Strategy: This is marketing by a service firm that recognizes thatperceived service quality depends heavily on the quality of buyer-seller interactions.Organizations achieve this kind of marketing by providing standard customers services trainingsto their employees. Good interactive marketing strategy in an organization enables the

employees to serve customers very well and this leads to, relationship and by-word-of-mouthmarketing advantages (Kotler, et al 2006).


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Sales Promotion: Sales Promotion are usually a collection of attractive incentives mostly shortterm, designed to stimulate quicker or greater buying of goods and services by consumers.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Examples of types of sales promotion are: samples, coupons, cash refund, prices-

off, premiums,patronage rewards, warranties, etc (Kotler & Lane, 2006).Public Relations - Public relations is usually the promotional means that provide the media witha constant stream of positive information about the firm/ organization. Sometimes in Africa, PRpeoples job is only to defend the organization/firm when it is attacked/ when thefirm attractsnegative publicity, (Goncalves, 1998).Telemarketing Telemarketing is the use of the telephone (or the telephoning of) to callpotential client/customers to generate their interests in the firm/organization

and its products(Karlson, 2004). This can only be done after a research has been made to ascertain the likelyneeds of the people. The marketer through this medium must be trained on the ethics oftelephone conversation.Direct Marketing It is the mailing of solicitation letters, brochures, or a combination of both topotential clients/customers of services Sussman (1997) and Geller (2007). This is usually doneindiscriminately through the internet. Most promotional junk mails that are usually sent to peopleemail boxes are examples of direct marketing.

Celebrities Endorsements- It is the use of well-known people to spread information about yourcause/service/product in public, in the media and personal physical associationsand appearancein the places where the service is been provided (Andreasen and Kotler, 2005).Cause-related Marketing Is allowing private/profit marketers to participate in non-profitmarketing activities for some private sector gain. The non-profit organizationsin this kind ofGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.relationship usually gain free promotion/publicity/advertisement and sponsorships. Familyplanning NGOs sometimes allow manufactures to use their platforms to advertise products totheir clienteles for supports from these profit making bodies.Advocacy and Charity Activities Strategy Non-profit organizations and others usually gain alot of publicity when they use the mass media or other means to advance a publicpolicyinitiative involving charity related activities like sending relieve materials to disaster zones andvictims/ or personnel of the organization volunteering for charity activities. All these kind ofactivities do create real publicity and promotional opportunities for the organi

zations andcompanies (Andreasen & Kotler, 2006). Advocacy is simply campaigning for or against a policy


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or a practice that is negative or positive. Organizations that engage in advocacy activities usuallypromote their image through it.Advertising Strategy Is any paid form of non-personal presentation of ideas, goals or servicesby identified sponsor in radio, newspaper, magazine, TV, etc ( Dommermuth, 1994). Advertising

is divided into two parts. These are institutional advertising and product advertising. Institutionaladvertising is non-personal presentation of the organization to the public, while productadvertising is about only the presentation of the qualities and benefits of theproducts of anorganization to the public or targeted audience.Seminars/Workshops These are organized ways of introducing clients/customers toveryimportant information. Seminars and workshops are educational and provide eitherinformationalone, or skill or both for selected audience. A firm can publicize and promote

itself byorganizing Seminars/workshops for selected people, (Karlson, 2004).Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Media Publicities Strategy - These are impersonal marketing tactics like: campaigns, pressreleases, media appearances, etc. when a firm from time to time make press releases, campaignfor or against social/moral issues and deliberately, allows its manager/ director etc to appear inthe media to discuss issues, etc, help publicize the firm/organization, (Karlson, 2004).Directories Strategy Example of directories are: Yellow pages, data basis, and n

ewsletters. TheUniversity of Ghana Basic Statistics Handbook is not only informing people aboutthe statisticsof the school, it is also helping to promote the image of the school to people that are notinterested in statistics. The major advantage of this kind of promotion is thatit publicizes andpromotes in permanent bases an organization to its target audience (Karlson, 2004).Sponsored Courses Strategy Services/product organizations can sponsor their owncourses fortarget audience or join other firms sponsored courses/programmes as instructors to promotetheir activities and themselves (Karlson, 2004). The HIV-AIDS Counselling and Care Givingtraining programme that the Institute of Adult Education is co-organizing with UNFPA is anexample of this kind of promotion. The programme is directly and indirectly promoting the twoorganizations that are involve in organizing it.Publications Strategy The writing of books, articles for publications in newspapers, journals,magazines and their publication usually help to promote the organizations that sponsored/ writethese publications (Karlson, 2004)

Internet Marketing Strategy This is the promotional sale of a service or productthrough theinternet/web. In this kind of promotion massages and images of products and serv


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http://www.foxitsoftware.com For evaluation only.CHAPTER THREERESEARCH METHODOLOGY3.0 INTRODUCTIONThis chapter on methodology provides a concise description of the procedures employed inconducting the study, and addresses issues relating to research design, populati

on, samplingprocedures, data collection methods and instruments used. It also deals with thesources of data,methods of analysis, pre-testing as well as validity and reliability of the questions.3.1 Research DesignThe goal of this study is to obtain data that could be used to develop strategies to promote theInstitute of Adult Education among foreign graduate students. The research design used wasquantitative descriptive survey. Quantitative descriptive survey research involves the collections

of data to answer questions concerning the immediate status of the subject matter under focus orthe hypothesis (Neuman, 2007). This design was chosen because it gathers information byspecifically asking participants about their experiences, attitudes, or knowledge. Also samplesdrawn and studied with the method could be used in explaining hypotheses and inferringconclusions about the whole population3.2 Population of the StudyThe population of this study was all 250 registered foreign graduate students ofthe University ofGhana, and 21 staff members of the Institute of Adult Education.

Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.3.3 SampleSamples of 50 students were taken for the study from a population of 250 foreigngraduatestudents and 10 key staffers of the Institute of Adult Education, because of lack of time andresources.3.4 Sampling MethodsSimple probability random sampling was used in selecting the foreign graduate students for thestudy. This was because as, Preece & Chilisa (2005), explained: simple probability randomsampling is used when the assumption is that variation in the characteristics ofthe respondentswill not affect their responses to the research questions in the study. The International StudentsHostels accommodation lists were used as frames for the random sampling of the students.Secondly, non-probability sampling method was chosen to select the staff of theInstitute ofAdult Education. Purposive non-probability sampling was chosen because as Nueman(2007)stated, it is appropriate in selecting unique cases that are informative for a study.

3.5 Research InstrumentsSince the research design of the study is a quantitative descriptive survey, questionnaire was the


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main instrument used for both group of respondents. The questionnaires includedboth closedand open ended questions for all the participants. This instrument is an appropriate method ofcollecting data relevant to the study because the study is to seek information about therespondents experiences, attitudes and knowledge.

Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.The students questionnaire contained 26 closed and open-ended questions and it was tagged:questionnaire for foreign graduate students. The questionnaire for the staff ofthe Institute ofAdult Education contained 18 questions and it was tagged: Questionnaire for KeyStaff of theInstitute of Adult Education. In all 44 questions were asked to both categoriesof respondents.The questionnaires for both groups were made up of five sections, the first partof the

questionnaire covered issues related to why the Institute needs to be promoted to foreignstudents; the second section asked questions about existing promotional strategies of theInstitute; while sections three and four covered how promotion could be used toattract foreignstudents and strategies that could be adopted respectively. Section five was about therespondents demographic data.3.6 Sources of DataData for the study came from two major sources, which were primary and secondary. Theprimary data came from the questionnaires both categories of respondents answere

d while thesecondary data was from published materials in books, journals and in the internet.3.7 Validity of the Research InstrumentsTo ensure that the questionnaires for both categories of respondents were reliable, valid andmeasured what they were intended to measure they were pilot tested among students that sharedsame characteristics with the original respondents, Exchange Students from AmericanUniversities were the ones that were used for the pilot test. Colleagues of theresearcherproofread and commented on the questionnaires; the instruments were also submitted to mysupervisors for review. Their suggestions and comments were used to re-write andre-designedsome of the instruments.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.3.8 Analysis of the DataThe analysis of the data began immediately after the field work. The data from the field werefirst scrutinized to make sure that all the questions had been answered in the desired manner. Thedata were then coded and analyzed by the computer using the Statistical Package

for SocialScience (SPSS) software.Simple descriptive statistical tools such as frequency tables and percentages we


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re used to analysethe data. Pie and bar charts were also used to depict information gathered fromthe respondents.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.CHAPTER FOURPRESENTATION AND ANALYSIS OF DATA

4.1 IntroductionThis chapter focuses on the presentation and analysis of data collected from both foreign studentsand key staff of the Institute of Adult Education (IAE). It is divided into twosections. Sectionone covers the data from the students while section two presents and analyzes the data from thekey staff of the Institute of Adult Education. Data on the demographics of respondents are firstpresented and analyzed. Secondly, data on the need to promote the Institute of Adult Educationfollows. Thirdly, data on the existing promotional strategies of the Institute i

s presented andanalyzed; and lastly, data on how the Institute can attract foreign students through promotionand, the different strategies that could be used to promote the Institute to foreign graduatestudents are presented and analyzed simultaneously.4.2 Background Data of the RespondentsBackground information on the foreign graduate students studied provides data onthe sex ratio,marital/household status, age, continents of origin, programmes of study, Faculties, Institutes,Schools, Colleges and Departments the students belong to in the University.Demographic data like sex and marital/household status are very important in pro

motionmanagement because they help in the segmentation of a target population for planning. ThisGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.explains why Burnett (1999) included segmentation as part of the steps of the promotionplanning process. The sex and marital/household status of the respondents are indicated in Fig 1and Fig 2.4.2.1 Sex Distribution of RespondentsThe respondents were asked to indicate their sexes in a question; Figure 1 showsthe data of sexdistribution of the respondents.Fig 1: Sex Distribution of the foreign graduate studentsThe data portrays that out of the 43 respondents 71.1 per cent were males whilethe rest 28.9 percent were females. Therefore, the promotion of the Institute of Adult Education(IAE) amongforeign graduate students should include strategies/means that could be used easily to attractforeign female students to the University in general and the Institute in particular.Male, 71.1%Female, 28.9%

Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.4.2.2 Marital Status of Respondents


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The marital status of the respondents was sought in a question. Figure 2 shows the data collectedfrom the respondentsFig 2: Marital status of the foreign graduate studentsOf the 43 foreign graduate students studied 18.6 per cent of them were spinstersand 39.5 percent were bachelors. Another 39.5 per cent were married, while 2.4 per cent were

divorcees. This18.6%39.5% 39.5%2.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%

40.0%45.0%Spinster Bachelor Married DivorcedGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.data indicated that marriage among the respondents was not a serious hindrance to study abroad.Therefore promotional strategies should not be designed only to target unmarriedforeignstudents.4.2.3 Faculties of RespondentsThe following were the different Faculties of the foreign student respondents inthe University.

Table 1: Faculties of studentsFaculty Frequency PercentageAgriculture andConsumer Sciences12.5Arts 16 40.0Social Studies 22 47.5Sciences 4 10.0Total 43 100.0It was observed that the highest number making about 47.5 per cent of the foreign graduatestudents respondents were in the Faculty of Social Studies. This was followed bythe Faculty ofArts (40 per cent); the Sciences had 10.0 per cent; while Agriculture and Consumer Sciences had2.5 per cent of the respondents.This indicates that Faculties of Social Studies and Arts had the majority of theforeign studentsrespondents used in the study.4.2.4 Departments of RespondentsTable 2 indicates the different Departments the respondents used for the study belong to in theUniversityGenerated by Foxit PDF Creator Foxit Software

http://www.foxitsoftware.com For evaluation only.Table 2: Departments of studentsDepartment Frequency Percentage


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African Studies 3 10.6Consumer/Geography 2 5.6Economics 9 25.0Finance 3 8.3Language 8 22.2Information Studies 2 5.6Insect science 4 11.1

Marketing 3 8.3Theater/Performing Arts 6 16.7Total 43 100.0The data revealed that none of the foreign graduate students studied was a student of the Instituteof Adult Education. The majority 25.0 per cent of them were students of the Department ofEconomics, while 22.2 per cent were from the Language Department. Theater and PerformingArts students were 16.7 per cent while the Departments of Marketing; Finance andthe Instituteof African Studies had 8.3 per cent respondents each. Information Studies and Ge

ography andResources Department had 5.6 per cent respondents each.4.2.5 Programmes of Study of RespondentsThe types of programme of study respondents were pursuing in the University weregiven in thetable belowGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Table 3: Programme of studyProgramme of study Frequency PercentageMasters of Arts (M.A.) 26 60.5Masters of Philosophy(M. Phil)

1227.8Masters of Science(MSc)Exchange students24.7M.A, Exchange students 2 4.7M.Phil, Exchangestudents12.3Total 43 100.0It is clear from the data in Table 3 that foreign graduate students who were used in the studywere mostly pursuing the one year academic Masters of Arts programme of study. The Mastersof Arts programme attracted the majority 60.5 per cent of the respondents. Masters of Philosophystudents respondents were 27.8 per cent, while 4.7 per cent each were Masters ofArts andMasters of Science exchange students from other universities outside the countrywho were onlyin the University for a semester course work or research. Only 2.3 per cent of them were aMasters of Philosophy exchange students.

4.2.6 The Age Distribution of RespondentsThe ages of the foreign graduate students used for the study were collected andthe data is


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presented in Tables 4.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Table 4: Age of studentsAge Frequency PercentageUnder 25 years 20 48.726-30 years 9 22.0

31-35 years 7 17.136-40 years 5 12.2Total 41 100.0Table 4 indicates that a majority (48.7 %) of the foreign graduate students usedfor the studywere less than 25 years old. Twenty two per cent of them were between 26-30 years; 17.1 percent fell in the 31 to 35 age bracket. The rest 12.2 per cent were between 36-40years.This means that the majority of the foreign graduate student respondents were less than 25 yearsof age.

4.2.7 Continents of Origin of the RespondentsTable 5 contains the various continents of origin the respondents came from to study in theUniversity.Table 5: Continents where students came fromContinent Frequency PercentageAmerica 6 14.0Europe 5 11.6Africa 24 55.8Asia 8 18.6Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Total 43 100.0

The data in Table 5 shows that African foreign graduate students among the respondents formedthe highest number of foreign students in the University. This finding confirmsthe foreignstudents statistics given in the 2007 Basic Statistics of the University. This might be because ofproximity and solidarity. Fifty five per cent of the respondents were Africans;18 per cent werefrom Asia; 14.0 per cent were from the continents of South and North America while 11.6 percent were from Europe.4.3 Sources of Information about Programmes/courses in the University.The means or media through which respondents are informed about a particular product orservice is very important in promotion management. According to Evans (1995) promotionplanners must know which media/means to use to attract their target audience. Table 6 indicatesthe means/media that respondents used when they were searching for programmes ofstudy in theUniversity.Table 6: Means/media through which the students got informationMeans/media Frequency PercentageRadio 2 4.7Newspaper 2 4.7

Internet 23 53.5Television 5 11.6Magazine/Journal 2 4.7


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An individual/organization 7 16.3Books 2 4.7Total 43 100.0Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Responses from the student respondents pointed out that the Internet was the main medium

through which most of them used to became aware of their present courses and programmes ofstudy in the University. Fifty three per cent of the students revealed that theInternet was theirmajor source of information on the University. Sixteen per cent were informed oftheir presentcourses of study by an organization or individual, this is called by-word-of-mouth promotion inmarketing. The television gave 11.6 per cent their information while the radio,books andmagazine/journals were the mediums that informed 4.7 per cent each of the respondents courses

and programmes.4.4 Students Awareness of the Existence of the Institute of Adult Education.A question whether respondents knew that the Institute of Adult Education was part of theUniversity as at the time they were applying to the University was asked. This was askedbecause it helped to assess the present strategies of promoting the Institute outside the Universityamong potential foreign graduate students.Out of the 43 students studied, 39.5 per cent answered that they were aware thatthe Institute waspart of the University as at the time they were applying to it, while as much as60.5 per cent

indicated that they were not aware of its existence.This indicates that majority of the respondents did not know that the Institutewas part of theUniversity as at the time they were applying to it.4.5 Respondents Interests to Register with the InstituteA question was asked to know whether respondents would have come to the Institute if theywere aware of its various programmes and courses. This was done to find out whether foreigngraduate students were inclined only to some particular Faculties or Departments. Seventy nineper cent of the respondents answered yes, which means that they could have registered or comeGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.to the Institute if its various programmes and courses were promoted to them when they weresearching for information about the University. However 20.9 per cent indicatedthat thepromotion of the Institute and its programmes/courses to them could not have attracted them tocome to study with it.Therefore what mattered most to a majority of the respondents was the availability ofprogrammes and courses on promotional platforms such as the Internet that potent

ial studentsusually used to search for information about courses of study outside their countries.


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Fig. 3: Out-sourcing the promotion of IAE to a marketing company4.7%2.3%39.5%53.5%010

2030405060Strongly Agree Somewhat Agree Somewhat Disagree Don

t knowFrom the data in Figure 3, it is clear that out-sourcing is a favoured strategyof promotion amongthe respondents. Fifty three per cent strongly agreed with this strategy, this is followed by 39.5per cent that agreed with this strategy too; and only 2.3 per cent of them disagreed. About five

per cent of the respondents also indicated neutral position on the use of this strategy to promotethe Institute among them.This finding demonstrates that the majority of the respondents would also support the use of outsourcingas a strategy like their Institute key staff counterparts selected for the studyto promotethe Institute among them.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.4.9 The Institute Needs Promotion among Foreign Graduate StudentsNo matter the quality of a product or a service, without promotion that productor service will be

largely unknown (Shanker 2006). Non profit organizations at present have startedto promotethemselves because of competitions from similar organizations and for donor funds (Kotler andAndresen 2003).Respondents were asked whether the Institute needs to be promoted to them particularly. Thedata from this question helps to reveal how effective the existing promotional activities of theInstitute are among the respondents in the University. All of the respondents agreed that theInstitute needs to be promoted to foreign students.4. 10 Institute Should be Promoted with the Strategies that are Being used to PromoteHousehold Consumer GoodsTo adult education experts the promotion of adult education and its programmes should not belimited to only internal marketing activities such as good teaching strategies and well qualifiedand motivated staff members. According to Knowles (1980), all modern means/strategies oftraditional marketing should be adopted to promote the field and its programmesto the public.Figure 4 shows the responses of foreign students when they were asked to give their opinions

about promoting the Institute like consumer goods.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.


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Fig 4: IAE to be promoted like household consumer goodsStrongly Agree, 58.1%Agree, 30.2%Neutral, 11.6%The information contained above indicates that 58.1 per cent of the respondentsstrongly agreedthat the Institute could be promoted like the ways that household consumer goods

are promotedamong them in the University. Thirty per cent of the students studied agreed with this idea too.However 11.6 per cent of the students had a neutral stand on this strategy to promote theInstitute.This data confirmed the views of experts like Knowles and Kotler who are of theview that allthe means and strategies of marketing could be used to promote services like adult education andits programmes.4.11 Types of Strategies that Could be Used to Promote the Institute to Foreign

StudentsGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.The promotion of services oriented organizations like the Institute of Adult Education cannot belimited to the promotional means and activities of tangible/physical goods marketing. This iswhy experts have extended the services marketing mix from four to seven (Hinson2006).Services are intangible goods and consequently need a lot of strategies and means to promotethem to target users.Types of strategies that could be used effectively to attract foreign students w

ere hence exposedto the students respondents to rate. Table 7 contains the responses from the students.Table 7: Strategies through which IAE can be promoted to foreign studentsMeans through which IAE canbe promoted to foreign studentsVery goodstrategyGoodstrategyBadstrategyVerybadstrategyTotalExcursions to otheruniversities/institutes20(46.5%) 20(46.5%) 3(7.0%) - 43(100.0%)Exchange programmes 19(44.2%) 23(53.5%) 1(2.3%) - 43(100.0%)Sponsoring of games/sports 16(37.2%) 25(58.1%) 2(4.7%) 43(100.0%)Organizingworkshops/seminars/conferences22(51.2%) 21(48.8%) 43(100.0%)Faculty/lecturers exchanges 17(39.5%) 25(58.1%) 1(2.3%) 43(100.0%)

Joint authorships ofbooks/articles17(39.5%) 23(53.5%) 3(7.0%) 43(100.0%)


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Collaborative research withother universities20(46.5%) 19(44.2%) 4(9.3%) 43(100.0%)Bursaries/sponsorshipsopportunities19(45.2%) 21(50.0%) 2(4.8%) 42(100.0%)Special awards ceremonies 20(46.5%) 20(46.5%) 3(7.0%) 43(100.0%)

Celebrities endorsements 15(34.9%) 26(60.5%) 2(4.7%) 43(100.0%)Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Charity/humanitarian activities 15(34.9%) 26(60.5%) 2(4.7%) 43(100.0%)Change of name/re-branding 14(32.6%) 22(51.2%) 6(14.0%) 1(2.3%) 43(100.0%)Forty six per cent of them rated excursions to other Universities/Institutes asa very goodstrategy, another 46.5 per cent rated it a good strategy too, but 7.0 per cent of the studentsregarded it a bad strategy of promoting the Institute among foreign students. Exchangeprogrammes was rated a very good strategy by 44.2 per cent, while 53.5 per cent

of them rated ita good strategy, but 2.3 per cent of the respondents indicated that it was a badstrategy ofpromotion. Sponsoring of games/sports was accepted as a very good strategy by 37.2 per cent ofthe foreign students, 58.1 per cent at the same time divulged that it is a goodstrategy, while 4.7per cent disagreed and indicated that it is a bad strategy to promote the Institute.Fifty one per cent of the respondents agreed that organizing workshops/ seminars/ conferenceswas a very good strategy, 48.8 per cent indicated that it was a good strategy aswell.

Faculty/lecturers exchanges were judged a very good strategy by 39.5 per cent ofthe studentswhile 58.1 per cent of the students mentioned that it is a good strategy to promote the Institute.Thirty nine per cent of them accepted that joint authorships of books/articles was a very goodstrategy, also 53.5 per cent of them admitted that it was a good way to promotethe Institute too.Collaborative research with other Universities was a very good strategy to 46.5per cent of thestudents. In the same vein 44.2 per cent stated that it was a good strategy while, 9.3 per cent ofthe students regarded it a bad strategy.Bursaries/sponsorships opportunities was also acknowledged by 45.2 per cent of the studentsrespondents as a very good strategy, while half 50.0 per cent of them accepted its a good meansof promotion as well. However 4.8 per cent indicated that it is a bad strategy to promote theGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Institute among foreign students. Special awards ceremonies was declared a verygood strategyby 46.5 per cent while, another 46.5 per cent of them accepted it as a good wayto promote the

Institute, but 7.0 per cent said it was a bad strategy.Celebrities endorsement was indicated as a very good strategy by 34.9 per cent while 60.5 per


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cent accepted that it was a good strategy. Charity/humanitarian activities was avery goodstrategy to promote the Institute indicated 34.9 per cent, in the same vein 60.5per cent rated it agood one too, 4.7 per cent, however, mentioned that it was a bad strategy. Change of name/rebrandingwas judged a very good strategy to promote the Institute by 32.6 per cent while

51.2per cent believed that this strategy was a good one to promote the Institute among the foreigngraduate students of the University, only 2.5 per cent disagreed and indicated that it was a badstrategy.The above observations from the respondents made it clear that the promotion ofthe Institute ofAdult Education among foreign students of the University should not be restricted to only fewstrategies or means like the local traditional mass media such as the national television and radio

stations; and the annual New Year/Easter Schools. The data above also showed that there areother strategies that could be used to promote the Institute outside and insidethe University andthe country to attract more foreign students to the University and potential ones to the Institute ofAdult Education.4.12 Door-to-door Selling as a Strategy to Promote the Institute and its ProgrammesDoor-to-door selling of products and services by personnel of marketing firms for organizationsand individuals is one of the major forms of promotional strategy, it is still been used by many

consumer products manufacturers and promoters (Burnett 1999). However, most non-profitGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.organizations believed that this strategy of promotion is not appropriate for their kinds ofservices (Hannagan 1992). A question that sought the views of respondents aboutusing thisstrategy to promote the Institute to them was asked. Table 8 is the responses tothe questionasked about door-to-door selling promotion strategy of the Institute and its programmes amongforeign students of the University.Table 8: Reaction to door-to-door selling strategy to promote IAEReaction to door-to-door selling methods Frequency PercentageExtremely pleased 18 41.9Very pleased 19 44.2Pleased 5 11.6Displeased 1 2.3Total 43 100.0Approximately 42 per cent of the students used in the study would be extremely pleased if doorto-door selling strategy was used to promote the Institute to them. Forty four percent alsoindicated that they would be very pleased to see this method, if it was used whi

le 11.6 per cent ofthe students would be pleased with door-to-door selling strategy too. However, 2.3 per cent of


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the respondents indicated that door-to-door selling of the Institute was inappropriate, andindicated their displeasure for the use of this strategy.This shows that door-to-door selling is an acceptable strategy among the respondents for thepromotion of the Institute to them in the University.Generated by Foxit PDF Creator Foxit Software

http://www.foxitsoftware.com For evaluation only.SECTION 2THE DATA OF KEY STAFF OF THE INSTITUTE OF ADULT EDUCATION (IAE)This section covers the presentation and the analysis of the data collected fromthe key staffmembers of the IAE.4.13 Backgrounds of Institute Staff MembersThe backgrounds of the Institute staff members were collected for the study, thebackgroundinformation provides data on the sex distribution, the ages and the status of the staff members ofthe IAE in the University.

4.13.1 Sex Distributions of IAE staff RespondentsKey staff members of the Institute who were selected for the study were asked toindicate theirsexes in a question. Tables 9 show their responses.Table 9: Sex of staff of the IAESex Frequency PercentageMale 6 75.0Female 2 25.0Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Total 8 100.0Out of the eight key staff members of the Institute of Adult Education that wereselected through

non-probability purposive sampling method for the study, 75.0 per cent of them were maleswhile only 25 per cent were females.4.13.2 The Ages of IAE RespondentsThe Institute staff respondents different ages were collected for the study, Table 10 contains thisdata that was given by the respondentsTable 10: Ages of staff membersAge of staff Frequency Percentage36-40 1 12.541-45 2 25.0Above 45 5 62.5Total 8 100.0Sixty two per cent of those studied were above 45 years. Twenty five per cent ofthem werebetween 41-45 years, while 12.5 were also between 36-40 years.It is obvious from the background data that most of the key staff members of theInstitute thatwere selected were experienced people by virtue of their ages and the types of work they weredoing for the Institute.4.13.3 Status of Staff RespondentsTable 11 indicates the positions held by the respondents selected for the studywith the IAE inthe University.

Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.Table 11: Status of staff


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Status of staff Frequency PercentageChief Accounts Officer 1 12.5Chief organizer 1 12.5Lecturer/Resident tutor 5 62.5Retiree on contract (Snr. Lecturer) 1 12.5Total 8 100.0Lecturer/Residents Tutors made up the highest number of key staff of the Institu

tes respondentsthat were selected. Sixty two per cent of the respondents selected were lecturers/resident tutors.The others were a Senior Resident Tutor who was a retiree on contract, a Chief Organizer and aChief Accounting Officer. The divergent nature of the respondents from Table 11was a sourceof rich information for the study.4. 14 The Need for the Institute to be PromotedTo determine the need for promotion is a very important process in promotion management ofany organization. The best people to determine whether an organization needs pro

motions are itkey staff members. To Boone and Kurtz (1998) the objectives of any promotional strategy mustbe in accordance with the overall organizational goals formulated by the managers. When thequestion was asked about whether the Institute needed promotion to key staff members, 87.5 percent of the respondents answered yes and only 12.5 per cent of them answered no.Generated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.This information suggests that most of the key staff members of the Institute like the graduateforeign students studied agreed that the Institute needs promotion generally.

4. 15 Contracting the Institute Promotion to a Marketing FirmMarketing firms are now been used by many organizations to communicate their activities to thepublic. Marketing firms are companies that specialize in promoting other organizations andfirms. According to Kotler and Andreasen (2006) non-profit organizations shoulduse marketingfirm when it is necessary, because most non-profit organizations/institutions donot haveMarketing Departments. A question was asked about this strategy of promotion. Key staffmembers were requested to indicate how they would feel if the promotion of the Institute isgiven to a marketing firm. Table 12 indicates their responses:Table 12: Staff reaction if the promotion of IAE is to be contracted to a marketing firmStaff reaction Frequency PercentageVery happy 5 62.5Neutral 2 25.0Sad 1 12.5Total 8 100.0Sixty two percent of the respondents indicated that they would be very pleased if the promotionof the Institute was contracted to a marketing firm, while 25.0 per cent were neutral but 12.5 per

cent signified that this strategy to promote the Institute was a sad one.Contracting the promotion of products or services to marketing firms is a normalstrategy in the


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for-profits oriented industries. However, for non-profit organizations this strategy is not a usualone. However, the information in the table implied that, the key staff of the Institute that wasGenerated by Foxit PDF Creator Foxit Softwarehttp://www.foxitsoftware.com For evaluation only.selected for the study would support this strategy like the student respondents

also indicated, if itis used to promote the Institute among foreign students of the University.4.16 Existing Promotional Strategies of the InstituteStaff members of the Institute were asked to indicate the three major existing promotionalstrategies of the Institute in a question. All the respondents revealed that theAnnual NewYear/Easter Schools and newspapers/radio publications were the major means of promoting theInstitute at present.These strategies are too restricted to promote an all encompassing organizationlike the IAE;

these strategies mainly promote the Institute to non foreign audiences. Therefore, other strategiesneeds to be developed that could be used to promote the Institute t

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strategies to market adult education programmes