The six elements of the promotional mix, which make up the Integrated Marketing and Communication (IMC) tools are advertising, direct marketing, interactive or internet based marketing, sales promotion, publicity or public relations, and personal selling. Higher education institutions (HEIs) include universities, universities of technology (UoTs), and Technology and Vocational Education and Training (TVET) colleges. This study is important because it looks at the recruitment of first year students or millennials at a university of technology in South Africa, which I refer to as UOT1. It seeks to assist marketers at UOT1 in using the most efficient IMC tools when developing recruitment strategies by offering an improved framework for recruiting first year students [1]. Define integrated marketing communication (IMC) as a market-relating deployment mechanism that enables the optimisation and communication approaches to achieve superior communication effectiveness, which has other downstream benefits such as brand and financial performance. Traditional media (TM), on the other hand, is defined by Valos, Habibi, Casidy, Driesener, and Maplestone as any conventional form of one-way communication such as television, radio, direct mail, outdoor billboard, newspapers, magazines, newsletters and other print publications [2]. HEIs in South Africa use both TM and IMC in communicating with students. IMC has its advantages and they include cutting costs, providing synergistic communication and clearer positioning. According to Barker supporters of IMC argue that it offers competitive advantages to traditional marketing communication approaches, due to its consistency in terms of brand images and messages [3]. IMC does however, have disadvantages such as only allowing for a single message, which might be lost; and it has the potential of damaging the brand extensively if it is not managed well.

At the heart of IMC, is the concept of synergy. This concept is defined by Luck and Moffatt as encompassing IMC in its full form by identifying the importance of ‘one voice’ across everything the organisation says and does internally and externally to all its stakeholders [4]. According to Valos, early IMC frameworks were developed to allow marketers to achieve the optimum mix of communication elements to reach target markets effectively. This study seeks to offer an improved framework for recruiting first year students to UOT1. Clow and Baack sustain the idea that a more recent approach of IMC concept incorporates every element of the marketing mix (product, price, place and promotion, commonly known as the 4Ps of marketing) [5]. Marketers need to identify which stage of the decision making process the consumer is when communicating with them so that they can use the most appropriate tool in passing the message through to the consumer. According to Mihart the study of consumers helps organisations improve their marketing strategies by understanding issues such as the psychology of how consumers think, feel and reason. This study seeks to investigate how to communicate effectively with the so-called Generation Y (Gen Y) university-going students by investigating their consumption behaviour patterns. A definition of the term Gen Y is offered by Noble, Haytko, and Phillips in their research on what drives college-age Gen Y consumers in the United States, as being made up of 14-31 year olds who are getting ready for college and they have specific wants and needs as consumers [6-7]. Frolich and Stensaker point out that social networking sites have provided marketers with new and efficient ways of reaching deeply into their target market to communicate their message [8]. Social media is one channel that is used by organisations to communicate messages to target audiences. Kaplan and Haenlein define social media as ‘a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content [9].

Figure 1: Buyer decision process.

IMC in higher education

A study by Simoes and Soares conducted at a Portuguese university on 1641 first year students, revealed that the majority of respondents rates the university website among the three most used sources of information [10]. Based on a study conducted in Kenya, Omboi and Mutali have reported that print media such as newspapers, brochures and alumni networks were rated as the most effective marketing communication tools to provide information to prospective students [11]. In researching whether a HEI’s marketing strategy can improve the student-institution match in the United Kingdom, Moogan concluded that many students actively begin searching for information more than a year before they make their application; therefore, any marketing activity delivered less than nine months prior to the course commencing will miss 70 per cent of the potential market. In a study on UK universities, Chapleo, Duran and Diaz concluded that universities could be segmented in terms of brand communication through websites, although this has a limited correlation with more usual segmentations based on age or league of tables [12-13]. According to Kuzma and Wright 2010 study of thirty international university admissions staff found that there was a preference by institutions to use Facebook (96%); Twitter (66%); 46% used YouTube and 33% used LinkedIn as their outreach tools [14].

Student recruitment

The recruitment strategy of UOT1 is based on building brand awareness and establishing the UoT as the preferred choice for tertiary education. According to the marketing strategy of UOT1, it is important that marketing messages convey value for money in terms of programmes that the university offers. In defining the role of community radio stations as major sources of carrying information, Wabwire says that community radio has proved to be a sustainable and interactive medium for poor and marginalized populations to be heard and informed, shape knowledgeable opinions, learn the give-and-take of informed dialogue, and become more decisive agents in their own development [15]. In South Africa, campus-based radio stations play an important role in disseminating information to the community around the universities. Advertising in newspapers, especially career-focused publications assists the university in maintaining consistent presence in the market place. The university does however mention that in light of increasing pressure on advertising budgets and the importance of ensuring that every cent counts, it is imperative that the focus of recruitment is on quality students, UOT1 [16].

Figure 2: Most famous social network sites worldwide as of January 2018, ranked by number of active users (in millions).

Conceptual framework of study

For the purposes of this study, Armstrong and Kotler buyer decision process will be used as a framework for determining a new framework for the effectiveness of IMC tools on recruiting first year students. The five stages of the buyer decision process by Armstrong and Kotler are need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour and they are discussed in relation to the higher education context [17]. Marketers need to focus on the entire buying process rather than just focusing on the purchase decision Armstrong and Kotler. In a university setting, a lot of time will be invested in step 2: searching for information because of the number of options that are available to students. Considering the buyer decision making process, marketers must bear in mind that marketing communication should be carefully timed with the stage that the consumer is in with regards to the decision making process. In their field study on the effect of marketing communication tools on non-Jordanian students’ choice of Jordanian public universities, Al-Hawary and Batayneh pointed out that there are numerous variables that can influence the consumer behaviour of individuals, such as environmental, cultural and attitudinal, social class, family influence and other sources available to the consumer. Wang, Hall, and Rahimi have pointed out that social networking sites have provided marketers with new and efficient ways of reaching deeply into their target market to communicate their message [18-19]. Yazik and Altun have shown that decisions taken by consumer are highly affected by the opinions and decisions of one’s peers, with peer-to-peer communication acting as a highly valid and reliable source of information. Marketing has shifted from being product-centric to being customer-centric, hence the importance of finding new ways of communicating to the target audiences of today [20].

Figure 3: Results of students receiving information on social media platform at UOT1.

The design of study is cross-sectional and descriptive. The number of first time entering students at the university of technology where the study was carried out was 6 872 in 2016 according to Annual Report [21]. This study used the survey method to collect data because the aim is to find out if students do, in fact, respond to messages that are communicated through IMC tools chosen by the university or not. First year students from different faculties of the chosen university stood an equal chance of being chosen to participate in the study but due to the availability of students during the data collection period, not all faculties participated in the study. The questionnaire of study is adapted from a questionnaire developed by Simoes and Soares for conducting a similar study. Data were collected by using a structured, pre-tested and validated questionnaire of study. Variables that are known to affect choices made by applicants about potential programmes of enrolment as well as factors that are known to affect decisions made by the university on accepting applicants for enrolment were used in collecting data.

Data collection

Quantitative methods such as frequency tables, cross-tab analyses, two-sample tests on means and proportions, and structural equations modelling were used for performing statistical data analyses Hosmer, Lemeshow, and Sturdivant [22]. Face validity was used for ensuring validity, whereas the Cronbach Alpha test was used for ensuring reliability and internal consistency as recommended by Ritchie, Lewis, Nicholls, and Ormston [23]. Primary research was conducted in answering the research questions and the questionnaires were delivered to first year lecturers at the university in the study. The questionnaire was in three parts: The first part requested the participants to provide demographic variables such as age, gender and faculty. The second part consisted of general items on marketing tools. The third part comprised of seven sources of information about IMC tools. A consent form accompanied the questionnaires for clarifying the intention of the study and gaining participation from the respondents. A few weeks after delivery and administering of questionnaires, collection was done for purposes of analysis. Secondary data were sourced from similar studies that have been conducted globally and from background information relating to the various variables of study.

Figure 4: Results of social media platforms used by students at UOT1.

Figure 5: Framework for improved recruitment of first year students at UOT1.

Sample profile

The study included a sample of 800 questionnaires that were delivered to first year students. A stratified random sample from a probability sample size of 800 first year students was selected for the study because as explained by Saunders, Lewis, and Thornhill, research questions can be answered from statistically estimating the characteristics of the population from the sample. There was 391 questionnaires that were returned from the 800 that were distributed (n=391) and 181 (46.29%) are female, while 210 (53.71%) are male [24]. The gender variable indicates the number of male and female students entering the university as first year students. The average age is equal to 20.08 years. The median age is equal to 19 years. The first quartile is 18 years. The third quartile is 21 years. The interquartile range is Q3 – Q1 = 21 – 18 = 3 years. UOT1 has six academic faculties, namely Accounting and Informatics, Applied Sciences, Arts and Design, Engineering and the Built Environment, Health Sciences and Management Sciences. Data were collected from four of the six faculties, based on availability of students and willingness of lecturers to assist in distributing the questionnaire in class.

Table 1: Results of research hypotheses tested as part of study (n=391).

 Research hypotheses

Table 1 outlines the four null hypothesis in the study. According to Crowther and Lancaster, a null hypothesis should be rejected at the 5% level of significance if the P-value obtained from data analysis is less than 0.05. Accordingly, all four research hypotheses were rejected at the end of the study based on small P-values that were obtained from Pearson’s chi-square tests of association and binary logistic regression analysis (Table 1) [25].

Multivariate analysis (logit analysis)

In the study, logit analysis was used for estimating odds ratios. Odds ratios are theoretically more reliable than p-values obtained from cross-tab analyses Hosmer, Lemeshow, and Sturdivant. The odds ratio of the variable internet and social media is equal to 2.34. This indicates that a recruitment officer who fails to use the internet and social media for recruiting students is 2.34 times as likely to fail in comparison with another recruitment official who uses the internet and social media for recruiting first year students. The odds ratio of the variable direct marketing is equal to 1.75. This indicates that a recruitment officer who fails to market programmes of study adequately is 1.75 times as likely to fail in his or her efforts in comparison with another recruitment officer who markets programmes of study adequately. Table 2 outlines significant odds ratios estimated from logit analysis. The degree of reliability of the fitted logit model was assessed by using the classification table. The percentage of overall correct classification for the fitted logit model was equal to 79.03%. This figure is above 75%, and shows that the fitted logit model is theoretically reliable (Figure 1). Secondly, the degree of reliability of the fitted logit model was assessed by using the Hosmer and Lemeshow, goodness-of-fit test. The P-value obtained from the test was equal to 0.1023 > 0.05. This shows that the fitted logit model is theoretically reliable [26].

Logistic model for efficiency, goodness-of-fit test is presented as follows:

Number of observations                    :               391

Number of covariate patterns           :               8

Pearson ch2 (4)                                    :               14.37

Prob> chi2                                             :               0.1023

In the study, logit analysis was used for estimating odds ratios. Odds ratios are theoretically more reliable than P-values obtained from cross-tab analyses Hosmer and Lemeshow. Preliminary data analysis was done by using cross-tab analyses. The results obtained from cross-tab analyses are theoretically less reliable than results obtained from logit analysis (multivariate analysis). In logit analysis Hosmer and Lemeshow, significant predictors of efficiency are characterised by odds ratios that are different from the number 1, P-values that are less than 0.05, and 95% confidence intervals of odds ratios that do not contain the number 1. Based on the criteria set out by Beneke for effective marketing in academic institutions, 79% of first year students felt that the IMC tools used for marketing and communication with students were adequate, whereas the remaining 21% of students felt that the tools were not adequate for their intended purpose [27]. Results obtained from binary logistic regression analysis showed that the ability to use IMC tools effectively was significantly influenced by two (2) factors. These two (2) factors were the effective utilisation of the internet and social media in advertising, and the ability to market recruitment services effectively, in a decreasing order of strength.

Adverts

The most recognisable and most used form of marketing communication is advertising. As supported by Belch and Belch, advertising is the best-known and most widely discussed form of promotion, probably because of its pervasiveness [28]. The main channels of advertising are TV, print, radio, outdoor and Internet. Students were asked how familiar they were with advertising as a marketing tool. A significant number of 79.03% were familiar with adverts and they could access them. On the other hand, 20.97% were less familiar with this medium of marketing communication. The study shows that millennials listen to the radio, watch TV and read printed material from the university. In order for students to make an informed decision, advertising should be in all the channels available for them. However, TV is a very expensive mode of advertising and the university has mentioned that money needs to be used optimally. Based on the results of the study, advertising is recommended in print (campus newspaper, student diaries and education-based publications), campus-based radio station and print material distributed by recruiters at school exhibitions.

Table 2: Significant odds ratios estimated from logit analysis.

Internet/Social Media

The Internet/social media variable was found to be significantly associated with efficiency in recruiting first year students with a Pr = 0.002. Social media marketing as explained by Moriarty, Mitchell, and Wells as the use of blogs, linked social networks (Facebook, Twitter), and online communities (sports and celebrity fans, brand communities) to build relationships with customers [29]. Results show that 76.47% of students received messages from the university on their social media platform, while 23.53% did not. Internet marketing is not only limited to brand awareness ads and selling or buying of products. It also includes social media. Moriarty, et al. sum up social media as word-of-mouth advertising on steroids because they open up a ‘social web’, a network of people connected through social media site. The most used social media tools by the students in the study were WhatsApp (81.33%), Facebook (75.70%), Twitter (23.02%), MXiT (5.63%) and other (10.23%). ‘Other’ referred to Instagram, YouTube and Snapchat. Figure 2 outlines the global trends in social media network usage. The study concludes that majority of first year students have access to social media networks on their phones (Figure 3). Figure 4 illustrates the various social media platforms used by first year students at UOT1. It is therefore imperative for marketers at university to be cognisant of this fact and continue capitalising on the message they want to portray on all marketing communication channels.

Direct marketing

Results show that direct marketing is significantly associated with the efficiency of recruiting first year students at the university with Pr = 0.004. All tests were performed at the 5% level of significance [30]. Seventy eight per cent of respondents access the Internet on a regular basis and 76.21% use their cell phones to access the Internet. When asked about how often they read printed promotional material, 80.04% said sometimes and/or not often while the remaining 19.95% said regularly. Of those who read printed promotional material, 38.62% get the material from a university representative, 19.95% from a school, 16.88% from the mail and the remaining 24.55% receive from other sources such as church, parents and open day. Based on this data, it is clear that Millennials prefer to use their cell phones to access promotional material and the majority (76.47%) of them have a social media account that is used to access information.

Publicity

As part of IMC tools that marketers use for communicating marketing messages, publicity has surfaced in the results as a significant variable of efficiency in recruiting first year students. According to Yudkin, publicity helps an institution to rise above competitors because the more media appearances an institution rakes up, the more top-of-mind the name of the institution becomes when people think of the service the institution provides [31]. Publicity includes press releases, speeches, media appearances, events and sponsorships. In the study, students were asked if publicity was one of the IMC tools they are familiar with and 25.83% said they were indeed familiar with the use of publicity as an IMC tool. Publicity is shown as being a significantly associated with efficiency in recruiting first year students at the university with a Pr = 0.003.

Concerning social media, WhatsApp, Facebook and Twitter are the three channels of communication that the university should concentrate on when recruiting first year students to the university. The use of publicity through press release statements as an IMC tool during a time of crisis in particular, is important for the university to be visible to their students and prospective students. Frolich and Stensaker have proposed a framework that could be used for effective recruitment of deserving candidates. The model proposed by the authors has been amended so that it could be suitable for UOT1 applicants. The marketing mix (product, price, place and promotion) differentiates a product from its competitors. According to Gordon, the pre-dominance of the four Ps marketing mix in social marketing relates back to Kotler and Zalman, definition, which mentions each component in influencing the acceptability of social ideas and involving considerations of the four Ps in selling an idea. IMC tools chosen by the university will improve communication to the target audience [32-33]. Figure 5 shows a framework adapted from the work done by Frolich and Stensaker. The study aimed to assess the degree to which the recommendations made by the authors were satisfied by collecting empirical data on first-year students that are enrolled into a university of technology in South Africa. The framework of study was based on groundwork that needed to be performed by all relevant stakeholders. Shimp and Omboi and Mutali have shown that the framework in Figure 5 is suitable for the efficient recruitment of prospective applicants into first year programmes of study at universities such as UOT1. The framework takes into account academic competencies and interest in areas of specialisation at university level [34].   

This is one of very few studies conducted at UOT1 in order to assess the efficiency with which prospective first year students are recruited. The study was conducted by collecting empirical data from first and second year students enrolled at UOT1. Based on the criteria set out by Beneke for effective marketing in academic institutions, 79% of first year students felt that the IMC tools used for marketing and communication with students were adequate enough, whereas the remaining 21% of students felt that the tools were not adequate enough for their intended purpose. Results obtained from binary logistic regression analysis showed that the ability to use IMC tools effectively was significantly influenced by 2 factors. These 2 factors were the effective utilisation of the internet and social media, and the ability to market recruitment services effectively, in a decreasing order of strength. The study has led to the construction of a framework that could be used for enhancing efficiency in the recruitment of prospective first year applicants into UOT1. Limitations of this study include student unrests that prolonged the data collection period. The researcher could not conduct in-depth interviews that would give more insight on what students’ preferences are in terms of medium of receiving marketing communication messages. The study was conducted at one university of technology and the results may not apply to all 26 public universities in South Africa. There is perhaps a need to conduct a similar study at other UoTs.

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