Exploring predominant marketing strategies for branding higher education institutions in Tanzania

Abstract

It is worth noting that the utilisation of marketing strategies by Higher Education Institutions (HEIs) operates within a complex and unclear environment. This study, therefore, explored the predominant marketing strategies used for branding HEIs in Tanzania. The study  adopted an embedded mixed methods research design.  Semi-structured interviews with 12 staff members from 6 HEIs, including 6 public relations officers (PROs) and 6 registrars were utilised.  An online questionnaire was also administered to 100 students through Google Forms. PROs and registrars were purposively selected, while a convenience sampling technique was applied for student participants. Qualitative data were  thematically analysed, while quantitative data were analysed using descriptive and inferential statistics using SPSS version 27. The findings indicated no statistically significant differences in the marketing strategies employed by public and private HEIs.  This suggests that both private and public-owned HEIs employ a diverse range of marketing strategies, encompassing both traditional and digital approaches to enhance their brand image. The study also identified that word-of-mouth recommendations from current students, alumni, and other influential individuals emerged as a particularly influential marketing channel for HEIs. University websites and various digital platforms were also identified as key branding tools. Traditional approaches such as print media, school visits, and radio/TV advertisements still hold relevance to some extent.  The study recommends that HEIs continue to invest in and optimise their digital marketing capabilities while also calling for the Tanzania Commission for Universities (TCU) to provide comprehensive guidance and support for the effective utilisation of both traditional and digital branding approaches.