Özet:

In 2021, there is tough competition going on in the world among various sectors and educational sector is not an exception. Keeping in view this factors, the authors of this research decided to conduct a research on “The Influence of Marketing Mix on the Student’s Choice of University”. There are three-fold research objectives, one is to understand the role of marketing mix 7 P’s namely product, price, place, promotion, people, physical evidence and process on the student’s attitude and willingness to apply. Secondly to explore that what are the marketing tactics which the universities are currently using to attract the students from the literature. Thirdly, to provide clear understanding to universities that how they can effectively blend the marketing mix to attract students and improve their services. The present research is based on finding the impact of marketing mix on Pakistani student`s selection of a university. The research instrument is the structured questionnaire for collecting primary data from students of Pakistan. There are many factors that students pay attention to while applying in a university. The researchers tried to investigate and find out the strength of these marketing mix 7 Ps. A 5 point Likert scale was used to collect primary data. The researchers selected public and private sector universities of Islamabad as students from all over Pakistan apply here. The researcher distributed a total of 250 self-administered questionnaires out of which 180 were found complete is all respects having a response rate of 70% which is quite high. Among 180 respondents 95 (approximately 53%) were males and 85 (47%) were females. As the data has been collected from the university students which are at the different stages of their educational level, 60 (33%) of them were enrolled in the graduation, 65 (36%) Master, 40 (22%) were in MS/MPhil and the remaining 15 (9%) were PhD scholars. The major findings of the present research show that there is a high impact of marketing mix on the decisions of students applying in a higher educational institution. In nutshell, the top management of universities can use the findings of this research to strengthen their marketing strategies in order to increase the enrollment and quality of their various educational programs. Furthermore, higher educational institutions can also have in-depth understanding of their prospective students and this will also help them design better marketing strategies to compete in the market.

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