A Study on the Comparative Effectiveness of Marketing Communication Tools & Media of the Universities in Bangladesh

Abstract

The study has explored the different communication media and tools. It has also identified the most effective communication media and tools to communicate prospective students. Secondary data are collected from the different sources like books, articles, and different authentic sources of internet to explore the different communication media and tools to communicate prospective students. A survey questionnaire was prepared to know the comparative effectiveness of marketing communication tools and media for marketing communication of the universities in Bangladesh. The survey has been conducted on 121 undergraduate students of 5 Bangladeshi universities. The universities are North South University, Shanto-Mariam University of Creative Technology, United International University, Daffodil University, and Uttara University. The surveyors were instructed to conduct the survey specially on the students of 1^st and 2^nd semester so that their recent experiences can be reflected freshly through the survey; like, how they have been communicated, how they have chosen the university, and the programs etc. After completion of the analysis of the survey data, the graph represents the most effective communication media is Facebook to reach the prospective students and the advice of the friends and families has a greater impact on the decision of choosing university, and program. Though the respondents have suggested Facebook as the most effective media to communicate prospective students but they like to see the advertising of their university in television newspaper and in their university website.

Keywords: Marketing communication of university, integrated marketing communication for university, advertising media, supporting tools for marketing communication of university, promotional mix for marketing communication of university, Facebook as university marketing communication tools, internet and interactive media as marketing communication tools of university.