The Efficiency of IMC Tools in Recruiting First Year Students at a University of Technology in South Africa

Motsisi L and Worku Z

Published on: 2019-05-15


The study aims to fill the gap in the literature by conducting empirical research at a university of technology in South Africa. This paper seeks to explore the efficiency of using IMC tools in recruiting first year students at a university of technology in South Africa. Quantitative method of data collection was employed using delivery and collection questionnaires with a combination of closed-ended and open-ended questions on a Likert-style rating scale. Data analysis employed both descriptive and inferential statistics using the Stata SE version 14 Statistical Package. Two-by-two Pearson’s chi-square tests of associations or crosstab analyses were used for identifying variables that were significantly associated with efficiency in recruitment. The use of adverts, Internet/social media, publicity and marketing have a significant association with the efficiency of the recruitment process of students. All tests were performed at the 5% level of significance. This study looked at one university of technology in one country. This might be a limiting factor of generalising results to other universities. Marketers at universities need the most impactful IMC tools when recruiting students because of budgetary constraints and factors such as students’ access to information and the effect of student unrests.