Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania

Jaraj Kikula; Robert Makorere

doi:doi:10.11648/j.ijsdr.20220802.16

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Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania

Jaraj Kikula, Robert Makorere

Published in International Journal of Sustainable Development Research (Volume 8, Issue 2)

Received: 31 March 2022 Accepted: 17 May 2022 Published: 27 June 2022

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Abstract

The article aims to investigate strategic marketing approaches in higher education institutions (HEIs) in a bid to support public universities to generate funds sustainably after the government decreased funding to public universities in Tanzania. To achieve this objective, the study was governed by the theory of responsive leadership model for attracting funding. The study was conducted in the United Republic of Tanzania (URT). A cross-sectional survey research design was used in this study. The study sampled twelve public universities in the country. Data were collected using interview guide and questionnaire and analysed using qualitative and quantitative methods respectively. The findings show that apart from decreasing government funding, decreasing of students’ enrolment, failure to implement cost cutting strategies properly, the lack enough funded projects, dwindling research grants, and the lack of international collaborations contribute to poor financial position experienced by many public universities in the country. The study concludes that strategic marketing approaches in public universities can be used to support financial sustainability of the universities. Strategic marketing entails increased students enrolment, cost cutting approaches, increased funded projects, increased international collaboration, and increased development partners’ projects. The study recommends that universities management should adopt the right strategic marketing models for attracting funding so as to improve their cash flows sustainably.

Published in	International Journal of Sustainable Development Research (Volume 8, Issue 2)
DOI	10.11648/j.ijsdr.20220802.16
Page(s)	76-81
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Strategic Marketing Approaches, Public Universities, Government Funding

References

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APA Style

Jaraj Kikula, Robert Makorere. (2022). Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. International Journal of Sustainable Development Research, 8(2), 76-81. https://doi.org/10.11648/j.ijsdr.20220802.16

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ACS Style

Jaraj Kikula; Robert Makorere. Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. Int. J. Sustain. Dev. Res. 2022, 8(2), 76-81. doi: 10.11648/j.ijsdr.20220802.16

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AMA Style

Jaraj Kikula, Robert Makorere. Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. Int J Sustain Dev Res. 2022;8(2):76-81. doi: 10.11648/j.ijsdr.20220802.16

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@article{10.11648/j.ijsdr.20220802.16,
  author = {Jaraj Kikula and Robert Makorere},
  title = {Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania},
  journal = {International Journal of Sustainable Development Research},
  volume = {8},
  number = {2},
  pages = {76-81},
  doi = {10.11648/j.ijsdr.20220802.16},
  url = {https://doi.org/10.11648/j.ijsdr.20220802.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsdr.20220802.16},
  abstract = {The article aims to investigate strategic marketing approaches in higher education institutions (HEIs) in a bid to support public universities to generate funds sustainably after the government decreased funding to public universities in Tanzania. To achieve this objective, the study was governed by the theory of responsive leadership model for attracting funding. The study was conducted in the United Republic of Tanzania (URT). A cross-sectional survey research design was used in this study. The study sampled twelve public universities in the country. Data were collected using interview guide and questionnaire and analysed using qualitative and quantitative methods respectively. The findings show that apart from decreasing government funding, decreasing of students’ enrolment, failure to implement cost cutting strategies properly, the lack enough funded projects, dwindling research grants, and the lack of international collaborations contribute to poor financial position experienced by many public universities in the country. The study concludes that strategic marketing approaches in public universities can be used to support financial sustainability of the universities. Strategic marketing entails increased students enrolment, cost cutting approaches, increased funded projects, increased international collaboration, and increased development partners’ projects. The study recommends that universities management should adopt the right strategic marketing models for attracting funding so as to improve their cash flows sustainably.},
 year = {2022}
}

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TY  - JOUR
T1  - Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania
AU  - Jaraj Kikula
AU  - Robert Makorere
Y1  - 2022/06/27
PY  - 2022
N1  - https://doi.org/10.11648/j.ijsdr.20220802.16
DO  - 10.11648/j.ijsdr.20220802.16
T2  - International Journal of Sustainable Development Research
JF  - International Journal of Sustainable Development Research
JO  - International Journal of Sustainable Development Research
SP  - 76
EP  - 81
PB  - Science Publishing Group
SN  - 2575-1832
UR  - https://doi.org/10.11648/j.ijsdr.20220802.16
AB  - The article aims to investigate strategic marketing approaches in higher education institutions (HEIs) in a bid to support public universities to generate funds sustainably after the government decreased funding to public universities in Tanzania. To achieve this objective, the study was governed by the theory of responsive leadership model for attracting funding. The study was conducted in the United Republic of Tanzania (URT). A cross-sectional survey research design was used in this study. The study sampled twelve public universities in the country. Data were collected using interview guide and questionnaire and analysed using qualitative and quantitative methods respectively. The findings show that apart from decreasing government funding, decreasing of students’ enrolment, failure to implement cost cutting strategies properly, the lack enough funded projects, dwindling research grants, and the lack of international collaborations contribute to poor financial position experienced by many public universities in the country. The study concludes that strategic marketing approaches in public universities can be used to support financial sustainability of the universities. Strategic marketing entails increased students enrolment, cost cutting approaches, increased funded projects, increased international collaboration, and increased development partners’ projects. The study recommends that universities management should adopt the right strategic marketing models for attracting funding so as to improve their cash flows sustainably.
VL  - 8
IS  - 2
ER  -

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Author Information

Jaraj Kikula

Department of Marketing and Entrepreneurship, Mzumbe University, Morogoro, Tanzania
Robert Makorere

Department of Marketing and Entrepreneurship, Mzumbe University, Morogoro, Tanzania

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Plain Text BibTeX RIS

APA Style

Jaraj Kikula, Robert Makorere. (2022). Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. International Journal of Sustainable Development Research, 8(2), 76-81. https://doi.org/10.11648/j.ijsdr.20220802.16

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ACS Style

Jaraj Kikula; Robert Makorere. Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. Int. J. Sustain. Dev. Res. 2022, 8(2), 76-81. doi: 10.11648/j.ijsdr.20220802.16

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AMA Style

Jaraj Kikula, Robert Makorere. Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania. Int J Sustain Dev Res. 2022;8(2):76-81. doi: 10.11648/j.ijsdr.20220802.16

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@article{10.11648/j.ijsdr.20220802.16,
  author = {Jaraj Kikula and Robert Makorere},
  title = {Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania},
  journal = {International Journal of Sustainable Development Research},
  volume = {8},
  number = {2},
  pages = {76-81},
  doi = {10.11648/j.ijsdr.20220802.16},
  url = {https://doi.org/10.11648/j.ijsdr.20220802.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsdr.20220802.16},
  abstract = {The article aims to investigate strategic marketing approaches in higher education institutions (HEIs) in a bid to support public universities to generate funds sustainably after the government decreased funding to public universities in Tanzania. To achieve this objective, the study was governed by the theory of responsive leadership model for attracting funding. The study was conducted in the United Republic of Tanzania (URT). A cross-sectional survey research design was used in this study. The study sampled twelve public universities in the country. Data were collected using interview guide and questionnaire and analysed using qualitative and quantitative methods respectively. The findings show that apart from decreasing government funding, decreasing of students’ enrolment, failure to implement cost cutting strategies properly, the lack enough funded projects, dwindling research grants, and the lack of international collaborations contribute to poor financial position experienced by many public universities in the country. The study concludes that strategic marketing approaches in public universities can be used to support financial sustainability of the universities. Strategic marketing entails increased students enrolment, cost cutting approaches, increased funded projects, increased international collaboration, and increased development partners’ projects. The study recommends that universities management should adopt the right strategic marketing models for attracting funding so as to improve their cash flows sustainably.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Strategic Marketing Approaches for Improving Finance in Public Universities After Decreasing Government Funding in Tanzania
AU  - Jaraj Kikula
AU  - Robert Makorere
Y1  - 2022/06/27
PY  - 2022
N1  - https://doi.org/10.11648/j.ijsdr.20220802.16
DO  - 10.11648/j.ijsdr.20220802.16
T2  - International Journal of Sustainable Development Research
JF  - International Journal of Sustainable Development Research
JO  - International Journal of Sustainable Development Research
SP  - 76
EP  - 81
PB  - Science Publishing Group
SN  - 2575-1832
UR  - https://doi.org/10.11648/j.ijsdr.20220802.16
AB  - The article aims to investigate strategic marketing approaches in higher education institutions (HEIs) in a bid to support public universities to generate funds sustainably after the government decreased funding to public universities in Tanzania. To achieve this objective, the study was governed by the theory of responsive leadership model for attracting funding. The study was conducted in the United Republic of Tanzania (URT). A cross-sectional survey research design was used in this study. The study sampled twelve public universities in the country. Data were collected using interview guide and questionnaire and analysed using qualitative and quantitative methods respectively. The findings show that apart from decreasing government funding, decreasing of students’ enrolment, failure to implement cost cutting strategies properly, the lack enough funded projects, dwindling research grants, and the lack of international collaborations contribute to poor financial position experienced by many public universities in the country. The study concludes that strategic marketing approaches in public universities can be used to support financial sustainability of the universities. Strategic marketing entails increased students enrolment, cost cutting approaches, increased funded projects, increased international collaboration, and increased development partners’ projects. The study recommends that universities management should adopt the right strategic marketing models for attracting funding so as to improve their cash flows sustainably.
VL  - 8
IS  - 2
ER  -

Copy | Download