Educational Marketing Mix and Student Satisfaction in Private Universities in Dubai

Abstract

Marketing of higher education has become a strategic competitive tool due to the emergence of private universities. The purpose of this paper is to identify the important factors that influence students’ satisfaction at the higher education institutions (HEIs) and to measure the level of students’ satisfaction with respect to the educational marketing mix (EMM) being offered by the universities. Data was collected through questionnaires from randomly selected 324 students from Middlesex University and Wollongong University in Dubai. SPSS program was used to analyze the data. The study found that ‘People’ was the most important factor that influence students’ satisfaction level while ‘Program’ was the least. The satisfaction level of students was high; and this indicates the good performance of the universities in Dubai. The paper recommended conducting a further research that compares between student satisfaction in both public and private universities.

Keywords: Student Satisfaction, Educational Marketing Mix, Higher Education, Student’s Choice, Dubai.

DOI: 10.7176/EJBM/11-24-15

Publication date: August 31^st 2019