An Exploratory Analysis of Market Orientation and Perceived Corporate Image in Education Marketing: A Study of Selected Students

Abstract

In today’s academic world, it was observed that most of the leading and progressive universities are consciously and doggedly managed by employing effective marketing strategies, orientations and policies. It is against this background that the study examined the link between market orientation and perceived corporate image. The study examined the effect of student orientations, competitor orientations, intra-functional coordination on perceived corporate image. Random sampling technique was used to select some students from two private universities.  Skewness, Kurtosis, factor analysis and structural equation models were among the statistical stools employed to ascertain the quality of research instrument and the pattern of relationship among the variables. It was discovered that both student orientation and intra-functional orientation have positive effect on perceived corporate image while competitor orientation has negative effect on perceived corporate image. Based on the findings, it was recommended that internal marketing should be integrated within the fabrics of university management and operations. There is need for the university management to be more responsive to the needs of their students.

Keywords: student orientations, competitor orientation, intra-functional orientation, market orientation and perceived corporate image.