Strategies for enrolment management in private universities in Ghana during the COVID-19 pandemic

Abstract

COVID-19 has negatively affected the educational systems of most countries, most especially, private universities in Ghana. The study assessed the strategies adopted by private universities in Ghana for effective enrolment management practices during the COVID-19 pandemic. The descriptive qualitative research method was used to solicit primary data through interviews, document/system reviews, and observations from private universities. The study established that the private universities were able to deploy some strategies which had positive impact on enrolment management at the universities during the COVID-19 pandemic. Some of the strategies adopted include transition to the digital learning experience (using digital learning experience ZOOM, LOOM, Microsoft Team, and Google Meet); establishing an enrolment command center to coordinate and support the decision-making activities regarding students' access, recruitment, admission, persistence, retention, and completion during the COVID-19 pandemic and beyond; and the deployment of virtual tour services by improving tour services virtually and making navigation points on the university websites. Furthermore, the use of social media (Facebook, Twitter, YouTube, and WhatsApp) and financial aid served as strategies for effective enrollment management. The findings of the study provide empirical and practical support and information for university administrators, academic advisors, educators, and researchers on the strategies that they can deploy for effective enrolment management practices in private universities during epidemics or pandemics and beyond.