PERFORMANCE AUDIT OF THE MARKETING COMMUNICATIONS STRATEGIES OF SELECTED PRIVATE UNIVERSITIES IN SOUTH-WEST, NIGERIA
ABSTRACT The Nigerianuniversity educational system was liberalised in 1999 and this led to the establishment of private universities. To promote their different programmes and competitively position themselves, each employed varied marketing communication tools and strategies. Little is known about the use of marketing communication mix by universities. The study assessed the performance of marketing communication strategies used by private universities in South-West, Nigeria. The study adopted survey research design. ...
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