ADOPTING AND UTILIZING MARKETING CONCEPT IN NIGERIA UNIVERSITY MANAGEMENT

Jimmy Unuwhezi Ojadonor

Abstract


This paper investigated the challenges of accepting and using the marketing concept as a planning tool and business philosophy in Nigerian universities. It was discovered that universities are business organizations and they practice marketing inherently. Therefore, it is imperative for managers of universities to welcome and apply the marketing concept to direct all marketing decisions and activities successfully and serve their customers adequately. However, the study noted several factors that will hinder the full introduction of the marketing belief into planning and programmes of a university. Some recommendations proposed include, the need for universities managers and staff to be trained on marketing fundamentals, a marketing or research and development (R$D) unit should be created and managed by an expert (who will report directly to the chief executive), universities policies should be reviewed to reflect market and societal changes, and a separate budget should be developed for marketing activities, etc.


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