PROMOTION PRACTICE OF ST. MARYS UNIVERSITY: IN THE CASE COLLAGE OF OPEN AND DISTANCE LEARNING

Abstract

The main purpose of this study was to assess the promotion practice of St. Mary’s university, collage of open and distance learning. Both primary and secondary data was collected. The primary data was collected from 27 center coordinators who are selected by using purposive sampling technique using questionnaire. Likert scale was the main measurement scale of the instruments which was used to collect the data and key informant interview was also employed to support the data collected from the regional coordinating offices. Secondary data also collected from the CODL registrar and finance offices. In this study, to analyze the secondary data correlation and simple regression analysis was used. The results of the study revealed that promotion had a significant effect on the student’s number in the university; the result further indicates that among the promotion strategies: promotion through radio, through flyers and broachers, and through office setting are have been used very intensively in addition to this the finding indicate that Word-of-mouth promotions have a significant effect, while print media promotion are not used by the university. Based on the findings of the study the researcher recommend that, St. Mary’s University ,CODL should prepare a clear promotional plan by conduct a need assessment by using student’s feedback to understand which promotion mix is effective, the study further recommend that training should be given to the center coordinators regarding promotion and other related areas. Since promotion had significant effect on the student’s number the university should increase its promotion cost.