Effectiveness of the 7Ps of Marketing on Student Enrolment in Zimbabwean Polytechnics

Abstract

Worldwide, many organisations including polytechnics have adopted the 7Ps for marketing. The effectiveness of these 7Ps in boosting student enrolment remains uncertain as there remains a gap in understanding how polytechnics effectively apply them. The study aims to explore the effective application of the 7Ps within polytechnics and analyse challenges encountered in their implementation. The paper focused on the identification of the 2023 – 2025 student enrollment figures per course and division, evaluation of the effectiveness of the 7Ps and their impact on student enrolment, and analyse the challenges faced by the institutions in effectively applying them. A descriptive research design integrating both quantitative and qualitative methods was used on a population of 355 Bulawayo Polytechnic staff members with a target population of 230 lecturers and 5 managers from which a sample size of 28 staff members was selected using the stratified random sampling technique and purposive sampling respectively. Data was collected using questionnaires and interviews, administered on selected staff members. Polytechnics showed low students enrollments, 68 (Applied Art & Design), 59 (Automotive), 109 (Construction), 25 (Cosmetology), and 30 (Mechanical). The findings reflected polytechnics’ strength in people (73.9%), product (65.2%), and place (60.9%), and weak in promotion (56.5%) and physical evidence 952.2%). This showed that polytechnics were not effectively applying the 7Ps of marketing on student enrollment. 5 interviewees mentioned difficult in defining unique programs, limited budgets, inadequately trained marketing staff, inefficiencies in enrollment processes, inaccessibility by distant communities, lack of modern facilities, and extra hidden costs as challenges faced by polytechnics to effectively apply them. Based on these findings, the study recommended community engagement and partnerships with industry for needs identification. Clear communication of TVET program benefits, introduction of financial aid options, reach out to distant communities, effective use of online marketing, training marketing staff, streamlining enrollment process, and investing in modern facilities were emphasized.