Promotion Approaches and Students’ Enrolment in Uganda Martyrs University a Case Study of Rubaga Campus B

Abstract

The study examines the relationship between promotion approaches and student enrolment of Uganda Martyrs University Rubaga a case study of Campus. The study was guided by the following objectives; to find out the relationship between sales promotion and student enrolment, to examine the relationship between advertising and student enrolment and to assess whether personal selling influence student enrolment.

The researcher used a case study design. Data was collected using questionnaires and interview guide, from primary and secondary sources, with sample size of 123 respondents.

It was found out that Uganda Martyrs University uses sales promotion, advertising and personal selling relate to number of students enrolled in the university. It was also found out that there was a significant relationship between promotion methods and market share.

The study concluded that promotion approaches relate to the number of students enrolled in University.

The researcher recommends that sports activities and exhibitions should be carried out. The university management should incorporate market orientation and approaches into their strategic planning and frequently revise marketing communication tools in order to improve its ompetititions.

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