Internal Marketing and Student’s Enrolment in Ajayi Crowther University: A Critical Interrogation

Abstract

Being that private universities are, to a large extent, run on tuition generated from students, the issue of ensuring that students continually flow into such institutions has created anticipation among the management team, which has also thrown up issues on marketing. In view of this situation, the study examines internal marketing with respect to student enrolment at Ajayi Crowther University, Oyo State. The study deployed qualitative methodology with emphasis on key informant interviews. The study found out that the management of Ajayi Crowther University is conscious of the import of IM in the enhancement of the student's enrolment programme as a strategy and has, in so many ways, taken steps to ensure internal marketing practice. The study also discovered that with measures taken by management to boost internal marketing in the institution, a reciprocal effort is also noticeable among the staff team to ensure the sustainability of student enrolment and other means of generating IGR for the institution.