Analysing Trends in Educational Marketing in Nigeria (A case study of Federal Polytechnic, Orogun, Delta State)

Abstract

This study on analysing trends in Educational Marketing is written to examine the extent to which educational marketing influences performance of the educational sector. The study used a descriptive research survey design, the study carried out a Pilot study using a test-retest method and tested using Cronbach alpha coefficient to determine the reliability of the research instrument which yielded 0.88. The researchers adopted the Godden sample size formula to obtain the view of respondents using 27 items structured questionnaire designed in a 5 points Likert scale. The analytical tools used were descriptive and inferential statistics and the hypotheses tested using simple linear regression. Finding of the study revealed that there is a significant positive relationship between customised service and patronage (r = .0866, p-value <0.0, there is a significant positive relationship between prices and customers retention (r = .0832, p-value <0.0, there is a significant positive relationship between promotion and performance (r= .0896, p-value <0.0. Based on the findings, the study concludes that trends in edu0cational marketing in Nigeria revealing significant insights into the country's education sector. The study therefore recommends that for educational Institutions particularly the “Federal Polytechnic Orogun, Delta State, Nigeria should develop targeted marketing strategies focusing on specific demographic and student segments.