Measuring the effectiveness of the faculty of science's marketing strategy

Abstract

To assess the effectiveness of its marketing strategy, the Faculty of Science has been conducting research with its first-year intake for the last two years. Students registering for the first time at undergraduate level were invited to complete questionnaires. Issues that were central to the study included educational history, employment status, awareness of Unisa and its advertising activities, and reasons for becoming a university student and for choosing Unisa rather than other institutions. A question on the registration process was also included. The data show that the Faculty of Science has two discrete groups of students at this level, each requiring different marketing strategies to attract them. This bimodal pattern is repeated among some other faculties’ first-year intakes. Overlaying this are differences between male and female students, each with implications for marketing strategies.