Application of marketing principles for HEIs: A perspective of Pakistani universities

This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students. The research methodology includes a mix of qualitative and quantitative data collection techniques such as surveys and interviews with stakeholders.
Based on the findings, marketing – recommendations are proposed that includes segmentation of target audiences, identification of unique selling propositions, development of communication channels, and implementation and evaluation of the marketing plan. It incorporates the use of digital marketing tools, such as search engine optimization and social media marketing, to increase HEIs’s visibility and brand awareness.
The final recommendations of the study suggest implementing certain marketing suggestions to ensure the successful execution of the marketing plan. These suggestions include the creation of a specialized marketing team, providing training to both staff and faculty members, and regularly monitoring and evaluating the efficacy of the marketing efforts. By implementing these marketing suggestions, HEIs can achieve its enrollment and revenue targets while also improving its image as a premier educational institution in Pakistan.

1 Introduction

The country’s social and economic progress depends greatly on education. Without education, the nation will unavoidably fall behind in the battle for growth. The nation cannot achieve its goal of progress and wealth without strengthening institutional foundations and human resource development (Ivy 2004). The development of higher education in Pakistan has been greatly influenced by various historical, social, and political factors (Isani 2005).
Marketing is a social and managerial process that involves identifying, anticipating, and satisfying customer needs and wants through the creation, promotion, and distribution of products and services. Marketing is also seen as a means of creating value for customers and building strong relationships with them (Wright 1999).
Education is currently one of the items that may be purchased, sold, and traded like other commodities, and this is widely acknowledged on a global scale. It is becoming a more common item on the market every day, and some state-funded universities spend a significant portion of their budgets on marketing and student recruitment rather than on academics. Education is also advertised, sold, and bought (Al-Fattal 2010). Asserts that in recent years, marketing has become increasingly crucial to achieving organizational efficiency. This shows that marketing plays a significant part in the educational setting, even though some people may have dismissed it. As a result, it’s necessary to educate and broaden stakeholders’ perspectives rather than avoiding or ignoring those (Abbas 2019). The intangible nature of educational services, the importance of reputation and word-of-mouth marketing, the diverse needs and preferences of students, and the ethical considerations make educational marketing different from other types of marketing (Rizvi 2010).
The art of creating demand and the process of pursuing both current and potential clients are both components of marketing. It has become commonplace for businesses to seek out competitive advantages. Every industry is subject to competition; the educational services sector is not an exception (Abbas 2022). Educational institutions must compete fiercely to survive in the market.
Around the world, there have been significant changes in higher education’s prestige, governance, administration, and policy in recent decades. Most nations have rising competitiveness in higher education. These modifications affect how higher education institutions function in the present and are thought to be the main causes behind the marketization of higher education (Maringe 2006).
Large numbers of government and private players are present in the educational sector, particularly in the professional management institutions. Competition among them, population research, and government initiatives have made the marketing notion more prevalent in this industry than it was in earlier times. In order to remain in business, a higher education institution, like any other business organization must please its customers.
According to (Brown 1996), most of the students usually rely on the information that has been provided to them in the form of marketing to make decision on where to get admission. Due to these kind of studies there has been a huge focus that marketing should be done for higher education institutions which can positively influence young people’s decision making and primarily draw students to certain institutions. The only method for the general public to learn more about the institutions or departments within and how they have been doing over the past few years is through marketing.

1.1 Research gap

In Pakistan, there is a research gap in higher educational institutions related to several factors, including (Junejo 2018):
Lack of funding: The majority of universities in Pakistan receive inadequate funding for research, which limits their ability to invest in the latest technologies and equipment.
Limited resources: Many universities in Pakistan are facing a shortage of skilled research personnel, including faculty members and support staff. This shortage is a hindrance to the development of research activities in these institutions.
Insufficient infrastructure: The lack of proper infrastructure, including libraries, laboratories, and computer facilities, is another major barrier to research in higher educational institutions in Pakistan.
Lack of collaboration: Collaboration between universities, government institutions, and industry is limited, which restricts the opportunities for researchers to engage in interdisciplinary research.
Cultural attitudes: The lack of a research culture and the lack of appreciation for research outputs in Pakistan are also significant gaps that need to be addressed.
Overall, the research gap in higher educational institutions in Pakistan is a complex issue that requires a multi-pronged approach, including investment in research infrastructure, development of research culture, and greater collaboration between institutions.

1.2 Problem statement

Higher education institutions are facing a number of challenges in the current market, including declining enrollment rates, increased competition, and a changing landscape of student needs and expectations. With a shift towards online and distance learning, higher education institutions are struggling to keep up with the demands of a rapidly changing marketplace. They are also facing intense pressure to provide a high-quality, accessible education while keeping costs low and staying financially sustainable. According to Shah (2019), there is a need for policy reforms to improve the quality and relevance of education in Pakistan, with a focus on science education.
Despite these challenges, higher education institutions must still find ways to effectively market themselves in order to attract new students and build their reputation. They must effectively communicate their unique value proposition and differentiate themselves from the competition. However, many higher education institutions are struggling to develop effective marketing strategies that reach the right target audiences, effectively communicate their value proposition, and generate positive results.
This is a complex and challenging problem that requires a multi-faceted solution that considers the needs of both students and institutions. Effective marketing strategies must be developed that address the changing landscape of higher education, and reach the right target audiences with the right message at the right time., the question „What are the secrets to educational marketing?“ needs to be studied. In this Study, we are going to derive a marketing plan for HEIs based on the research and findings.

1.3 Goal of the study

To overview the Impact of various marketing strategies on the higher education institution by further analyzing the effectiveness of these marketing efforts and identifying areas for improvement.

1.4 Objectives of the study

• To overview existing marketing campaign of HEIs.
• To Review existing literature on marketing strategies.
• To suggest effective marketing recommendations for HEIs.
• To understand the needs and preferences of students and their families in terms of education.
• To identify the factors that influence student enrolment decisions, such as cost, location, program offerings, and reputation.
• To evaluate the effectiveness of current marketing and advertising strategies and make recommendations for improvements.

2 Literature review

2.1 Brand management

Building a solid brand image has always been crucial to the management of products and brands. The more brands are built, the higher the potential for both short-term and long-term income generating (Abbas 2014). Brand management is extremely important in higher education marketing. The higher education industry is highly competitive and the reputation of a university or college can greatly impact enrollment and fundraising efforts. A strong, consistent brand helps establish the institution’s unique identity, differentiates it from competitors, and reinforces the institution’s mission, values, and goals.
Brand management also plays a crucial role in attracting and retaining students, faculty, staff, and donors. A strong brand creates a sense of pride and loyalty, and can help build a strong community of supporters who are more likely to spread the word about the institution.
In today’s digital age, where information is easily accessible and comparisons are readily made, it is more important than ever for higher education institutions to have a well-managed brand. Effective brand management helps institutions establish and maintain a positive reputation, and ensures that the institution is consistently represented in a way that supports its goals and objectives (Abbas 2014).

2.2 Brand awareness

Building a solid brand image has always been crucial to the management of products and brands. The more brands are built, the higher the potential for both short-term and long-term income generating. Being aware of a brand or remembering it when a product is purchased again is the essence of brand recognition (Abbas 2014). Brand awareness is crucial for higher education marketing because it can greatly impact the success of a marketing campaign. It determines the level of recognition and familiarity of the institution’s brand among its target audience.

2.3 Brand loyalty

Brand loyalty in higher education refers to the attachment and commitment of students, alumni, and other stakeholders to a specific university or college. Several research papers have explored this concept, and findings show that brand loyalty in higher education can be influenced by various factors such as:
Perceived quality of education: Higher education institutions with a reputation for delivering high-quality education are more likely to foster brand loyalty among their students and alumni.
Student satisfaction: Students who are satisfied with their educational experience are more likely to develop brand loyalty to their university.
Alumni engagement: Universities that engage their alumni and make them feel valued can increase their brand loyalty.
Social media presence: An active and engaging social media presence can help higher education institutions build a strong brand and foster brand loyalty.
Strong relationships with professors: Students who have strong relationships with their professors are more likely to develop brand loyalty to their university.
Location: Higher education institutions located in desirable areas may foster brand loyalty by providing students with access to cultural and recreational opportunities.
These are some of the key factors that can influence brand loyalty in higher education, and more research is needed to fully understand this concept and its impact on universities and colleges.
Marketing has become increasingly important in higher education institutions, particularly in Pakistan where competition among universities is growing. A literature review of studies on the importance of marketing in higher education institutions in Pakistan reveals the following key findings:
Brand awareness and reputation: Marketing efforts help higher education institutions to build and maintain a positive image, enhance brand awareness, and promote the reputation of the institution, which leads to increased enrollment.
Student recruitment and retention: Marketing strategies help universities to attract and retain students by highlighting the unique aspects of the institution and promoting the benefits of enrolling.
Competitive advantage: By effectively promoting their offerings, higher education institutions can differentiate themselves from competitors and gain a competitive advantage in attracting students, faculty, and funding.
Revenue generation: Marketing efforts help universities to increase revenue by promoting their programs and services, securing partnerships and sponsorships, and attracting donors.
Stakeholder engagement: Marketing enables higher education institutions to engage with stakeholders, including students, alumni, faculty, employers, and the wider community, and build relationships that support the institution’s mission and goals.
In conclusion, marketing plays a crucial role in higher education institutions in Pakistan by helping to build brand awareness, increase student enrollment, and generate revenue. Effective marketing strategies can also help institutions to differentiate themselves from competitors and engage with key stakeholders.
McCarthy (1975) distinguished between macro and micro levels of marketing; this study defines marketing at the micro level because it is focused on the operations of particular firms. According to McCarthy (1975), this definition is as follows:
In order to please customers and achieve a company’s goals, marketing was the practice of business activities that directed the flow of goods and services from producers to consumers or users.
From his description, it appears that he places a lot of emphasis on the marketing mix, which includes product, price, place, and promotion, as well as a target market. These two ideas work together to create a marketing plan.
Additionally, Kotler (1991) describes marketing as a social and management process through which people and groups meet their needs and desires by producing, providing, and exchanging goods of value with other people.
The definition of marketing provided by Kotler, a co-author of the book Principles of Marketing, is similar to that given above. Due to the fact that they identify requirements, wants, exchange, people as consumers and providers, and customer pleasure as a goal, the fundamental phrases used to define marketing are the same.
McInnes (1964) for example, said that „marketing was any action which actualized the prospective market link between the producers and users of economic commodities and services“ as one of its definitions. The task of marketing thus begins with the identification of market potential.

2.4 Higher education marketing in Pakistan

Higher education is crucial for the development and progress of any country, including Pakistan. The significance of higher educational institutional marketing strategies in Pakistan lies in the following points (Pakistan – Country Commercial Guide, n.d.):
Attracting students: Marketing strategies help higher educational institutions in attracting potential students by highlighting their unique selling points and the benefits of studying at their institutions.
Competition: With the increasing number of higher education institutions in Pakistan, competition among them has become intense. Marketing strategies help institutions stand out and differentiate themselves from the others.
Building reputation: Marketing strategies help higher educational institutions build a positive image and reputation, which is crucial for attracting more students and gaining recognition in the education sector.
Increasing enrollment: Effective marketing strategies can help increase enrollment by making the institutions more visible and appealing to potential students.
Generating revenue: Higher educational institutions in Pakistan are facing financial constraints, and marketing strategies can help them generate more revenue by attracting more students and increasing enrollment.

2.5 7Ps of higher education marketing mix

The primary factors that universities and colleges utilize to attract and retain students are referred to as the 7Ps of higher education mix. These factors include the product, the pricing, the location, the advertising, the people, the process, and the physical evidence. From academic offerings to the campus atmosphere, each of these components plays an important part in molding the entire student experience. Universities and colleges have placed an increasing focus on the 7Ps in recent years in order to differentiate themselves from rivals and suit the changing demands and preferences of students. Numerous studies have been conducted to investigate the significance of each of these components in higher education marketing, such as the influence of branding, tuition pricing tactics, location, social media, faculty quality, administrative efficiency, and campus facilities. It is important to emphasize the complicated interplay between the 7Ps and the necessity for universities and colleges to carefully analyze and balance each factor in their marketing efforts.
The 7 P’s of higher education marketing are:
Product: The program offerings, facilities, and resources available at the institution.
Price: The cost of tuition and other fees associated with attending the institution.
Place: The physical location of the institution and the accessibility of its facilities.
Promotion: The methods used to communicate the institution’s value proposition to potential students and other stakeholders.
People: The faculty, staff, and students who make up the institution and its community.
Process: The systems and processes in place to support student engagement and success.
Physical evidence: The tangible components of the institution, such as its buildings, technology, and other resources.
What programs and services higher education institutions will provide to its students, alumni, and supporters is the most fundamental choice they must make. The identity, status, and client reactions of an institution are all influenced by its service product strategy (Collins 2010). The product or service being advertised, including its attributes, standards, advantages, and scope. It contains the degrees granted and their curricula, paper exemptions, brand name and history of the degrees, placement facility, lateral entry, and grading (Collis 2010).
Price is a component of the marketing mix and should be taken into account while developing the institution’s strategy. The relevance of pricing in selecting institutions should be considered by decision-makers when determining price. Cosser and Du Toit (2002) state that cost of production, competitor prices, identification of pricing factors that are relevant to pricing decisions, and selection of a pricing strategy that will draw in a sufficient number of students are all important considerations when choosing a higher education institution. It covers the structure of the term and entrance costs, fee reductions and exemptions, college affiliation fees, test fees, etc. (Ahmed 2017).
The delivery system of a higher education institution is split into three components by Kotler (1995). The first factor is the institution’s location, which includes its accessibility, ambiance, and facilities; the second is the scheduling of service delivery that will appeal to students; and the third is the mode of delivery, which includes the technology and instructional methods to be applied in the delivery of the service. Institutions should also pay attention to the physical infrastructure, such as the level of design, signage, and usability and aesthetics of the service areas. Visitors, students, and staff are given a message about the institutions via the physical structures and surroundings.
Promotion includes media propagation (advertising, promoting the school/college or institution’s publicity through newspapers, radio, television, internet, websites, e-mails, brochures, hoardings, and word-of-mouth publicity) and market communication, which is accomplished through personal selling, advertising, direct marketing, job fairs, public relations, sales promotion, and sponsorship. There has been various researches that say that if someone has a positive experience about a service then it is most likely that they will spread it through word of mouth. In return, there is an effect on the bottom line.
In higher education, the people component of the marketing mix includes not just academics and students, but also non-teaching personnel. Universities must carefully plan and implement the right quantity of teaching and non-teaching employees, taking into account qualifications, recruiting and selection methods, training, and compensation. It is also critical to undertake research on students’ and professors’ needs and preferences, educate students on their duties and responsibilities, and express cultural values. Furthermore, the number of students, their histories, interests, and aptitude for their selected courses must be taken into account.
The „process“ component of the higher education marketing mix includes both the type of service given, whether standardized or customized, and the number of stages involved in the service process, which can range from basic to complicate. Other characteristics include instructional approaches, learning opportunities, practice sessions, assessment systems, and the amount of participation in service delivery by students, professors, and non-teaching personnel. The process element essentially refers to the operational system utilized to handle marketing inside the organization. Additionally, the accessibility of the service, such as faculty, office, classroom, and study materials, as well as connection with multiple service organizations, such as admission, assessment, hostel wardens, and student welfare, are components that accompany the fundamental service providing.
This Physical Infrastructure includes the architecture, aesthetics, functionality, and environment of the classrooms and buildings, lab equipment, library resources, student and faculty dress codes, college magazines, university annual reports, staff visiting cards etc. (Chawla 2013).
• How marketing has benefitted various HEIs’ across the globe
• The need to market educational institutions
• Most beneficial tools
• Brand Loyalty of HEIs’
• Emotional connections in higher education marketing
Many Universities in the world have increased the total invest they spend on their marketing campaigns to increase their scope in the competitive market (Durkin 2011).

2.6 Marketing in private universities

Marketing in private universities in Pakistan focuses on promoting the institution and its programs to potential students, their families, and the general public. This may involve creating and distributing materials such as brochures, posters, and videos, as well as using digital marketing channels such as websites, social media, and email. The goals of marketing in private universities in Pakistan are to increase enrollment, improve brand recognition and reputation, and build relationships with the community. The above discussion leads to the development of following framework visible as Figure 1.

Figure 1: Conceptual framework
Source: Authors

The Conceptual Framework tells us that how Brand Awareness eventually leads to Brand Loyalty towards the organization. Building brand loyalty is crucial for the success of a company in the modern marketing environment (Latif 2014). The relationship between brand awareness and brand loyalty can be represented as follows:
1. Awareness: The first step in the process is brand awareness. This refers to the recognition of a brand and its associated attributes, values, and benefits. Brand awareness is created through marketing campaigns, advertising, and customer engagement.
2. Perceptions: After gaining awareness, customers form perceptions about the brand. These perceptions are influenced by previous experiences, customer feedback, and other forms of communication.
3. Attitudes: Based on their perceptions, customers develop attitudes toward the brand. Attitudes are made up of their beliefs, feelings, and evaluations of the brand.
4. Intentions: As customers form positive attitudes toward the brand, they are more likely to develop intentions to purchase the brand. These intentions are influenced by the level of trust and confidence they have in the brand.
5. Loyalty: Finally, brand loyalty is formed when customers repeatedly purchase the brand and have a strong emotional connection to it. Brand loyalty is influenced by the quality of the product or service, customer satisfaction, and the overall customer experience.

2.7 AIDA model

Figure 2: AIDA Model (Lewis 1900)
Source: Barry (1990)

The demand for higher education has been on the rise in recent years, and students are looking for institutions that offer a personalized and engaging learning experience. Higher educational institutions can stand out from their competition by implementing the AIDA model. This model stands for Attention, Interest, Desire, and Action and is commonly used in marketing and advertising to guide customers through the purchasing journey. By using the AIDA model, higher educational institutions can create a clear and effective communication strategy that will attract and engage prospective students. According to Hanlon (2022), the model can help institutions communicate their unique value proposition, create interest and desire among potential students, and ultimately drive them to take action and enroll in the institution. Here are the steps of the AIDA model that HEIs can follow (Kiniulis 2021):
Attention: Get the attention of potential students by using creative and attention-grabbing marketing strategies such as:
• Social media advertising
• Video content
• Targeted email campaigns/SMS Marketing
Interest: Highlighting the unique features and benefits, such as:
• Faculty
• Curriculum
• Student Services
• Infrastructure
• Sports
• International Collaborations and Linkages
Desire: Emphasizing the potential outcomes of enrolling in the institution, such as:
• Potential for career advancement
• Personal growth
• A higher standard of living
Action: Encourage potential students to take action by providing clear and easy-to-follow enrollment steps, as well as personalized guidance and support throughout the process. In conclusion, higher education institutions/universities can implement the AIDA model in their marketing and communication strategies which can differentiate themselves from their competition, attract and engage prospective students, and ultimately drive enrollment.

3 Methodology of the study

3.1 Methodology

The research is descriptive in nature, and data is gathered using a survey. Some of Pakistan’s private universities, in particular the students at higher education institutions/universities, served as the study’s population. By utilizing a convenience sampling approach, at least 5 private institutions in Pakistan are used as a sample, and the collection target was at least 130 samples. A questionnaire was be created for students at private colleges to gather data for the study. The information was gathered from university students via a questionnaire. The survey was carried out in-person and online.
• Primary data collection includes convenience sampling; questionnaire from university students and interviews from experts in the field.
• Secondary data collection includes websites, published articles and journey.

3.1.1 Expert interviews

During the study, four experts were interviewed to gain insights on marketing higher education institutions in Pakistan. One of the experts interviewed was Mr. Ijaz Ahmed, who is the Head of the School of Business. The other three were Dr. Ali Abbas, Dr. Usman Sattar and Mr. Azeem Amin from Beaconhouse National University. All three of the interviewees have a strong background in formulating marketing strategies for organizations and specialize in teaching marketing. As such, their insights and perspectives were valuable in informing the study’s recommendations on how higher education institutions should be marketed in Pakistan. Their expertise in the field of marketing and higher education institutions lends credibility to the study’s findings and recommendations. The interviews were conducted prior to formulating the recommendations so that the experts’ perspectives could be incorporated into the study. The experts were asked for their opinions on whether higher education institutions should be marketed in Pakistan and how they should be marketed.
The experts generally agreed that it is crucial for HEIs to be marketed in Pakistan. They suggested that universities should not rely on conventional and extensive marketing methods like most universities in Pakistan. Instead, they recommended that universities should focus on providing high-quality education and services while implementing effective marketing strategies to establish a strong brand image. Marketing can help institutions to attract students, it must be balanced with a focus on educational quality and student outcomes (Gibbs 2002). By following this approach, the experts believed that HEIs could successfully promote themselves and attract more students in Pakistan.
The experts believe that both the quality of education and effective marketing are crucial for creating brand awareness, building loyalty, and increasing enrollments in higher education institutions. According to Kucerova, educational institutions frequently utilize marketing methods to recruit students while failing to effectively prepare them for the academic challenges and expectations of tertiary education. The difference between students’ expectations and the reality of university life causes feelings of disappointment and frustration, which might lead to a greater dropout rate (Kučerová 2020).
Marketing HEIs is deemed essential, and recent efforts have shifted towards social media platforms such as Instagram and Facebook, with plans to expand to other digital marketing channels like YouTube and LinkedIn. The most effective marketing medium is social media, and universities are advised to avoid traditional marketing methods like billboards and TV commercials. They were of the opinion that strategies for marketing should be reviewed and updated at least once a year to ensure their effectiveness.

3.1.2 Questionnaire

• The majority of Questionnaire items were adopted from from Aaker (1997), Parasureman (2010) and Survey of customer service quality (The customer service quality survey 2018).
• There are a total of 3 Sections on the basis of which respondents were assessed. The sections were brand loyalty, brand awareness and their marketing preferences.
• It contains a total of 28 questions among which ten of them are Likert scale questions, ten rating scales (least likely – most likely, worse than expected – better than expected, favorably – unfavorably), five open ended and three multiple choice questions.

4 Findings and analysis

A total of 132 responses were recorded for the formulation of the recommendations.

Figure 3: Education profiling
Source: Authors

131 people responded to the question related to their qualification. 76.3% sample was collected from undergraduate students, 12.2% were from intermediate and the rest 11.5% samples were from post graduate students.

Figure 4: Institute profiling
Source: Authors

In response to this question, we got to know that 30.8% of the responses came from within higher education institutions/universities whereas 69.2% responses were from other institutes.

Figure 5: Most important medium
Source: Authors

The most important medium according to students was internet research by 46.5% which helped them determining the choice for their higher education institute. Followed by, 37.2% word of mouth and 13.2% social media.

Figure 6: Impact of TikTok
Source: Authors

51.5% of the respondents think that it is „least likely” for them to be influenced if they saw the ad of a particular university on TikTok. Whereas, only 6.9% of respondents believe that it is „highly likely” that it influences their decisions.

Figure 7: Impact of Instagram
Source: Authors

12.3% of those surveyed said that they would be „least likely“ to be persuaded if they saw an advertisement for a certain university on Instagram. Only 12.3% of the respondents, however, thought it was „highly likely“ to affect their choices.

Figure 8: Impact of Google Ads
Source: Authors

10% of respondents indicated that they would be „least likely“ to change their minds if they saw Google Ads on other websites for a certain university. However, just 18.5% of the respondents said it was „highly likely“ to influence their decisions.

Figure 9: Perception of HEIs
Source: Authors

Most of the people think of „better social environment“ when it comes to higher education institutions/universities by 42.5%. 18.9% the respondents think that it is a „spacious campus“ while 15.7% think that HEIs offers a „greater variety of degree programs“.

Figure 10: Preference for University Radio Channel
Source: Authors

According to the study, 41.9% of respondents said they would be „least likely“ to tune in to a university’s radio station. 4.7% of respondents said that they would be „highly likely“ interested in listening to it.

Figure 11: Preference for billboards
Source: Authors

When it comes to billboards, 45.3% students „never noticed“ them and had no impact on them in deciding a university. 37.5% say that do notice and have an impact on their decisions. Whereas, 17.2% students do not believe that billboards have any impact while they are choosing universities.

Figure 12: Impact of quality of facilities
Source: Authors

12.6% of participants in the poll indicated that the quality of physical facilities is „least likely“ to bother them but 33.9% think that it is „moderately likely” that quality of physical facilities is a plus.

Figure 13: Employee – student understanding
Source: Authors

The poll found that while 36.7% of respondents believe that the ability of employees to understand your specific needs is „moderately likely“, 10.9% of respondents said it is „least likely“ to affect them.

Figure 14: Motivation from faculty
Source: Authors

According to the survey, although 40.6% of respondents said they thought it was „moderately likely“ that staff would be able to identify with their unique requirements, 8.6% of respondents felt it was „least likely“ to have an impact on them.

Figure 15: Promised provision of services
Source: Authors

The poll found that although 32% of participants said it was „moderately likely“ that promised services are provided have an impact on them while 8.6% of participants believe it was „least likely“ to have an effect on them.

Figure 16: Impact of appearance of material
Source: Authors

According to the response, 10.9% of respondents believed it was „least likely“ for the appearance of material like prospectus, pamphlets and statements etc. to have an influence on them, despite 30.2% of respondents saying they thought it was „moderately likely“ to effect their decision.

Figure 17: Impact of infrastructural arrangement
Source: Authors

36.4% of respondents thought it was „moderately likely“ that the quality of infrastructural arrangement/ equipment is a key factor in determining universities while 7% of respondents said it was „least likely“ to have an impact on them.

Figure 18: Skillset of employees
Source: Authors

The skill set of employees, according to 36.4% of respondents, is „moderately likely“ to be a significant influence in choosing institutions, while just 6.2% of respondents indicated it is „least likely“ to have an effect on them.

Figure 19: Service Satisfaction
Source: Authors

Most of the respondents are satisfied with the quality of services that they are being offered in various university mentioned in the sample with 40.3% of ratio.

Figure 20: Institutional Loyalty
Source: Authors

Majority of the students are positive about their experiences with 34.1% while 11.6% think that they would not patronize their institute in the future.

Figure 21: Top choice of university
Source: Authors

According to 127 responses to this question, 63.8% of students have chosen LUMS as a top choice when they think of getting into a degree program. Contrary to that, 7.9% responses chose BNU while 6.3% desired UMT as their top choice.

5 Marketing suggestions for HEIs

5.1 Internal marketing strategies

Employee engagement programmes are critical to keeping staff engaged and dedicated. This may be accomplished through a variety of programmes, including team-building exercises, training and development workshops, and recognition programmes (Arif Vaseer 2016). Along with that, effective communication is critical in every organization. Institutions must maintain an open and transparent communication channel with their staff to ensure that everyone is up to date on the most recent developments and plans.
Inter-departmental collaboration should be conducted which aids in the development of better links between departments. This leads to improved teamwork and a more efficient workplace.
A career development cell be established which assists employees in planning their career routes and encourages them to thrive within the organization. This results in increased work satisfaction and fewer staff turnover.
Employee retention is critical for organizations to retain top personnel. So such programmes must be introduced and they may be accomplished through a variety of programmes, including health and wellness benefits, flexible work schedules, and bonuses.
Moreover, Alumni reunions are a great method to reconnect with past students while also highlighting the institution’s accomplishments. This also gives a chance to get input from alumni and make necessary improvements to the school.
A wall of fame is a great display of the accomplishments of present and previous students. This instills pride and drive in kids, encouraging them to strive harder to attain their goals.
Parking infrastructure should be improved to ensure that it is safe, secure, and convenient for everyone and adequate parking be provided as it improves the first ever impression that students and parents have on the institution. This guarantees that students and personnel have easy access to the institution. The class infrastructure should be updated to make it more professional and appealing to potential students. This generates favorable word-of-mouth and draws in new pupils. Most importantly, Degree presentations are a great opportunity to promote student work and attract new students. This gives pupils the opportunity to demonstrate their work and get recognition.
Universities can better market their programs to postgraduates by understanding their decision-making process and tailoring their marketing strategies accordingly (Hesketh 1999).

5.2 External marketing strategies

Social events and activities are a fantastic method to interact with the local community and attract prospective students.
A newsletter should be included: A newsletter allows the organization to highlight its accomplishments while also informing stakeholders about the most recent developments and goals.
Website optimization: The institution’s website should be optimized to give potential students with relevant and up-to-date information. This contains details about classes, teachers, and campus life.
Discounts for siblings should be included: Discounts for siblings are a great method to recruit and keep students from the same household. This gives families an incentive to pick the institution for their children.
First and foremost, it is critical to improve the quality of the café and food options. To compete with other institutions that have worldwide franchises such as Starbucks and Gloria Jeans, the university must provide high-quality food and drink alternatives. Second, obtaining international accreditation is critical to the institution’s legitimacy and recruiting potential students from all over the world. Third, making a LinkedIn page is critical to establishing the institution as a credible organization and fostering a professional network. Fourth, placing billboards around the ring road and near the institution’s site will boost visibility and attract prospective students. Fifth, boosting CSR activities might help to dispel the view that the institution is solely known for social events and show its dedication to social responsibility. Sixth, adding campus walks can provide prospective students a complete picture of the college and its services.
Other methods for attracting potential students may include:
Digital marketing: To reach a larger audience and develop brand recognition, the institution should use digital channels such as social media, email marketing, and its website. To be effective, this method necessitates a money investment as well as a time commitment.
Create interesting and educational material like as blog articles, e-books, and webinars to attract and engage prospective students. To generate appealing content, this strategy necessitates personal and time involvement.
Marketing using influencers: Collaboration with significant members of the education business, such as alumni and faculty members, can assist attract prospective students. This method necessitates a monetary commitment in influencer fees.
Organizing activities like as campus tours and open houses can provide potential students with personal knowledge of the school and its services. This strategy necessitates a financial investment as well as a time commitment to develop and execute.
Encourage existing students, alumni, and other stakeholders to suggest friends and family members to the school in order to enhance enrolment. Personal involvement in developing connections with stakeholders is required for this method.
Campus visits: Personalized campus tours for potential students, including discussions with teachers, current students, and staff, can highlight the institution’s dedication to offering a high-quality education. This strategy necessitates time commitment to prepare and implement.
Student testimonies: Gathering and displaying testimonials from current students can emphasize their experiences as well as the advantages of attending the school.
Public relations: Using conventional and new media means to position the institution positively and reach a larger audience can help to improve the organization’s reputation. This method necessitates a financial commitment in public relations initiatives.
Search engine optimization (SEO): By optimizing the school’s website to rank higher in search engines, potential students may locate the institution more easily. This strategy necessitates a financial commitment in SEO operations.
Digital advertising: Reaching out to potential students and increasing brand recognition through targeted digital ads on platforms such as Google and Facebook can help attract new students. This method necessitates a monetary commitment in advertising.
Executing these external market methods can improve the institution’s exposure, reputation, and attractiveness to prospective students. While some of these strategies need a financial investment, others necessitate a personal and time commitment to be carried out successfully. By combining these techniques, the school may expand enrolment while remaining competitive in the higher education market.

6 Conclusion

In conclusion, effective marketing practices are critical for the success of Pakistan’s higher education institutions. This research has highlighted a variety of internal and external marketing methods that may be used to boost these institutions’ reputation, competitiveness, and growth.
Employee engagement programs, internal communications, and alumni reunions are examples of internal marketing tactics that may assist develop a strong organizational culture, raise employee happiness, and improve retention rates. CRM is a strategic approach to marketing that focuses on building and maintaining strong relationships with customers to improve organizational performance (Mukherjee 2007). Other tactics, like as investing in parking and classroom facilities, as well as adding degree shows, can improve the whole student experience and produce favorable word of mouth.
External marketing strategies such as creating valuable content, utilizing digital marketing channels, partnering with influencers and organizing events can help reach a wider audience, build brand awareness, and attract and engage prospective students. It is important to improve service quality, optimize the website, and utilize traditional and new media outlets to reach a wider audience and position the institution in a positive light.
In summary, higher education institutions in Pakistan must adopt a comprehensive and integrated approach to marketing that includes both internal and external strategies. By doing so, these institutions can strengthen their reputation, competitiveness and growth, and attract and retain students in an increasingly competitive market. However, the limitations of the study are as follows:
• Limited sample size: The research may have only evaluated a limited number of universities or institutions, which may not be reflective of Pakistan’s entire higher education environment.
• Self-report bias: The study may have relied on data from universities that were self-reported, which may not truly reflect the success of their marketing initiatives.
• Lack of longitudinal Data: The study may have only examined marketing initiatives over a short period of time, rather than analyzing their influence over a longer length of time.
• Cultural differences: Marketing methods that work in other nations or regions may not work in Pakistan owing to cultural variations, which may restrict the findings’ generalizability.
• External considerations: The study may have overlooked external elements that influence the effectiveness of higher education marketing in Pakistan, such as economic situations, political instability, or changes in government policy.

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Kľúčové slová/Key words

higher education institutions, brand awareness, brand loyalty, marketing strategy, Pakistani universities, branding
vysokoškolské inštitúcie, povedomie o značke, vernosť značke, marketingová stratégia, pakistanské univerzity, budovanie značky

JEL klasifikácia/JEL Classification

I23, M31

Résumé

Uplatňovanie marketingových princípov na vysokoškolských inštitúciách: Pohľad na pakistanské univerzity
Táto štúdia sa zameriava na uplatňovanie marketingových princípov pre inštitúcie vyššieho vzdelávania na pakistanských univerzitách. Štúdia sa začína prehľadom súčasných marketingových postupov v sektore vysokoškolského vzdelávania a analyzuje výzvy, ktorým vysokoškolské inštitúcie čelia pri získavaní a udržiavaní študentov. Metodika výskumu zahŕňa kombináciu kvalitatívnych a kvantitatívnych techník zberu údajov, ako sú prieskumy a rozhovory so zainteresovanými stranami.
Na základe zistení sa navrhujú marketingové odporúčania, ktoré zahŕňajú segmentáciu cieľových skupín, identifikáciu jedinečných predajných ponúk, rozvoj komunikačných kanálov a implementáciu a hodnotenie marketingového plánu. Zahrnuté je aj využívanie nástrojov digitálneho marketingu, ako je optimalizácia pre vyhľadávače a marketing na sociálnych sieťach s cieľom zvýšiť viditeľnosť a povedomie o značke vysokej školy.
V záverečných odporúčaniach štúdie sa navrhuje implementácia vybraných marketingových návrhov na zabezpečenie úspešnej realizácie marketingového plánu. Tieto návrhy zahŕňajú vytvorenie špecializovaného marketingového tímu, zabezpečenie školení pre zamestnancov aj zamestnancov fakulty a pravidelné monitorovanie a vyhodnocovanie účinnosti marketingového úsilia. Implementáciou týchto marketingových návrhov môže vysoká škola dosiahnuť svoje ciele v oblasti prijímania študentov a príjmov a zároveň zlepšiť svoj imidž ako poprednej vzdelávacej inštitúcie v Pakistane.

Recenzované/Reviewed

5. March 2023 / 21. March 2023