Double Promotion and Academic Performance of Pupils in Private Schools in Obio-akpor Local Government Area
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To ascertain the effect of double promotion on academic performance of pupil
- To ascertain whether double promotion of pupil happen only in private school
- To ascertain whether double promotion affect pupils’ self-esteem and motivation
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
The promotional activities of schools include activities such as advertisements, Public Relations, written materials and so forth. Conversely, the client’s need-based product development and improvement in the schools accessibility and availability lacks in the schools (Kotler & Armstrong, 1999). The company gives priority to customer’s needs in designing the products or services (Kohli & Jawarski, 1990). According to Woods (1993), the adoption by schools of “market orientation” in most of the countries is restricted by governmental legislations. As per Herbert (2000) some Welsh principals promoted their schools by getting the parent’s favor through some special language units. Some schools focused on their extra curricular activities, clubs, music and performing arts (Bell, 1999). Without adoption of marketing culture and orientation into schools and the positive response to the parents’ needs in competitive educational environment, most of the schools will lose expected students (Oplatka & Brown, 2004). The purpose of “Promotion” of an educational institute is to make sure that either its primary and secondary beneficiaries as well as the distant stakeholder, that is the government, have understood and appreciated its work or not (Davies & Ellison, 1999). Promotion consists of the elements of advertising, publicity and Public Relations. For different type of publics, different elements of promotion are being used, merely prospectus and websites do not replete the gap. From the schools point of view, especially for private schools, one of the most important activities in the year is to attract prospective students. The schools usually target prospective students using different promotional tools, such as, education exhibitions, open days, conventions, direct mail and advertising and so forth. There are the few tools which are used to attract the prospective students for recruitment towards institutions. Schools marketing communication (Promotion) is divided into two areas; one is traditional media promotion which includes advertising, publicity and electronic media. The second is direct mail promotion, which include prospectus and brochures (Ivy, 2008).
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to double promotion and academic performance of pupils in private schools in obio-akpor local government area
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
DATA ANALYSIS
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain double promotion and academic performance of pupils in private schools in obio-akpor local government area. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of double promotion and academic performance of pupils in private schools
Summary
This study was on double promotion and academic performance of pupils in private schools in obio-akpor local government area. Three objectives were raised which included: To ascertain the effect of double promotion on academic performance of pupil, to ascertain whether double promotion of pupil happen only in private school and to ascertain whether double promotion affect pupils’ self-esteem and motivation. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of selected primary schools. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up headmasters, administrative staff, head teachers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
It is crucial to implement promotional strategies to enhance peoples’ awareness about education and the role of private schools in society. All the promotional tools/techniques have strong effects on students’ enrollment but these can be used as per the environment and situation. Different promotional activities and variables have been used to test the effects of these variables on student’s enrollment in private schools. Most of schools give importance to print media advertisement and school appearance while the other variables have also significant effect on students’ enrollment. There can be many other reasons like prior reputation or failure of rival institutions that can result in increase in student enrollment but this study has reaffirmed that promotional tools in general are considered a key part of any strategy to attract prospective students to enroll in private schools.
Recommendation
Government should set up monitoring team to checkmate private promoting double promotion
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