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Examining the marketing strategies f...

Hadjiphanis, Lycourgos.

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Examining the marketing strategies for three private universities in Cyprus.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Examining the marketing strategies for three private universities in Cyprus./
Author:	Hadjiphanis, Lycourgos.
Description:	203 p.
Notes:	Source: Dissertation Abstracts International, Volume: 71-11, Section: A, page: 4090.
Contained By:	Dissertation Abstracts International71-11A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3429117
ISBN:	9781124281797

Examining the marketing strategies for three private universities in Cyprus.
Hadjiphanis, Lycourgos.

Examining the marketing strategies for three private universities in Cyprus. - 203 p.

Source: Dissertation Abstracts International, Volume: 71-11, Section: A, page: 4090.

Thesis (Ph.D.)--Northcentral University, 2010.

Previous studies have found a relationship between the implementation of marketing segmentation and promotion strategies in enrollment. However, these two factors had not yet been examined and applied to a university setting as a possible solution to decreased enrollment. The problem addressed in this study was that enrollment diminished when segmentation, positioning and marketing mix strategies were not fully implemented in private Cyprus universities. The marketers in these private Cyprus universities implemented only the concept of promotion rather than additional marketing concepts (i.e., product, place, price, segmentation, and positioning strategies). The purpose of this quantitative, correlational research study was to determine the relationship, if any, between segmentation, positioning and marketing mix strategies employed by three private universities in Cyprus to increase student enrollment. Each strategy was individually investigated in one of the study's first three null hypotheses, and then collaboratively examined in the study's fourth hypothesis. The four hypotheses are as follows. First, there is no correlation between the implementation of a segmentation marketing strategy and enrollment in the three private Cyprus universities. Second, there is no correlation between the implementation of a positioning marketing strategy and enrollment in the three private Cyprus universities. Third, there is no correlation between the implementation of a marketing mix strategy and enrollment in the three private Cyprus universities. And fourth, there is not a strong relationship between the marketing strategies of segmentation, positioning and marketing mix and enrollment in the three private Cyprus universities. A survey was distributed to academic administrators and directors at each of the three private Cyprus universities. Completed surveys were obtained from 336 subjects evenly representing the three universities. The findings allowed the rejection of all four null hypotheses. Relationships between segmentation and enrollment and positioning and enrollment were found to be relatively strong, with full-sample correlation coefficients of r(334) =.83, p < .01 and r(334) =.86, p < .01, respectively. A moderately strong predictive relationship ranged from R2 = .63, F(1, 107) = 183.23, p < .01 to R2 = .80, F(1, 106) = 415.72, p < .01 between effective implementation of market segmentation strategy and enrollment. Similar findings showed a moderately strong predictive relationship ranged from R2 = .48, F(1, 334) = 311.09, p < .01 and R2 = .84, F(1, 106) = 558.92, p < .01 between effective implementation of positioning strategy and enrollment. Future research might identify specifically which of the various marketing mix strategy tools contribute to the student decision to enroll. Another suggestion for future research is the examination of the additional elements of the extended marketing mix such as people, process and physical evidence in a university setting outside Cyprus.

ISBN: 9781124281797Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Examining the marketing strategies for three private universities in Cyprus.
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020 $a 9781124281797
035 $a (UMI)AAI3429117
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040 $a UMI $c UMI
100 1 $a Hadjiphanis, Lycourgos. $3 1684506
245 1 0 $a Examining the marketing strategies for three private universities in Cyprus.
300 $a 203 p.
500 $a Source: Dissertation Abstracts International, Volume: 71-11, Section: A, page: 4090.
500 $a Adviser: Lori Demeter.
502 $a Thesis (Ph.D.)--Northcentral University, 2010.
520 $a Previous studies have found a relationship between the implementation of marketing segmentation and promotion strategies in enrollment. However, these two factors had not yet been examined and applied to a university setting as a possible solution to decreased enrollment. The problem addressed in this study was that enrollment diminished when segmentation, positioning and marketing mix strategies were not fully implemented in private Cyprus universities. The marketers in these private Cyprus universities implemented only the concept of promotion rather than additional marketing concepts (i.e., product, place, price, segmentation, and positioning strategies). The purpose of this quantitative, correlational research study was to determine the relationship, if any, between segmentation, positioning and marketing mix strategies employed by three private universities in Cyprus to increase student enrollment. Each strategy was individually investigated in one of the study's first three null hypotheses, and then collaboratively examined in the study's fourth hypothesis. The four hypotheses are as follows. First, there is no correlation between the implementation of a segmentation marketing strategy and enrollment in the three private Cyprus universities. Second, there is no correlation between the implementation of a positioning marketing strategy and enrollment in the three private Cyprus universities. Third, there is no correlation between the implementation of a marketing mix strategy and enrollment in the three private Cyprus universities. And fourth, there is not a strong relationship between the marketing strategies of segmentation, positioning and marketing mix and enrollment in the three private Cyprus universities. A survey was distributed to academic administrators and directors at each of the three private Cyprus universities. Completed surveys were obtained from 336 subjects evenly representing the three universities. The findings allowed the rejection of all four null hypotheses. Relationships between segmentation and enrollment and positioning and enrollment were found to be relatively strong, with full-sample correlation coefficients of r(334) =.83, p < .01 and r(334) =.86, p < .01, respectively. A moderately strong predictive relationship ranged from R2 = .63, F(1, 107) = 183.23, p < .01 to R2 = .80, F(1, 106) = 415.72, p < .01 between effective implementation of market segmentation strategy and enrollment. Similar findings showed a moderately strong predictive relationship ranged from R2 = .48, F(1, 334) = 311.09, p < .01 and R2 = .84, F(1, 106) = 558.92, p < .01 between effective implementation of positioning strategy and enrollment. Future research might identify specifically which of the various marketing mix strategy tools contribute to the student decision to enroll. Another suggestion for future research is the examination of the additional elements of the extended marketing mix such as people, process and physical evidence in a university setting outside Cyprus.
590 $a School code: 1443.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Business Administration, Arts Management. $3 1674038
650 4 $a Education, Higher Education Administration. $3 1669382
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690 $a 0424
690 $a 0446
710 2 $a Northcentral University. $3 1018547
773 0 $t Dissertation Abstracts International $g 71-11A.
790 1 0 $a Demeter, Lori, $e advisor
790 $a 1443
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3429117