Digital Marketing Strategies and Marketing Performance of Private Secondary Schools in Port Harcourt, Nigeria
Atuo Eucharia Chinasa *
Department of Marketing, Faculty of Management Sciences, University of Port Harcourt, Nigeria.
*Author to whom correspondence should be addressed.
Abstract
The study examined the relationship between digital marketing strategies and marketing performance of private secondary schools in Port Harcourt. The population of the study comprises of two hundred and fourteen (214) registered private secondary schools in Port Harcourt (Rivers State Yellow Page Directory, 2014/2015). Considering the need for precision and elimination of unnecessary biases on the sample size determination, the taro yamen formula was used to determine elements of the population, which is one hundred and thirty-nine (139) private schools in Port Harcourt. The study adopted the simple random sampling techniques, while the Pearson product moment correlation coefficient (PPMCC) assisted by the statistical package for social sciences (SPSS) Version 21.0 was used in testing the hypotheses. Two copies of the questionnaire were administered to each of the one hundred and thirty-nine (139), private secondary schools in Port Harcourt, totalling two hundred and seventy-eight (278) copies of questionnaire. Of the two hundred and seventy-eight (278) copies of the questionnaire that were distributed, two hundred and fifty-nine (259) copies representing 93.2% were retrieved and nineteen (19) which represents 6.8% were not retrieved. The study revealed that there is strong and positive relationship between digital marketing strategies and marketing performance of private secondary schools in Port Harcourt. The study further concludes that the dimensions of digital marketing strategies impacts marketing performance indicators. The study however recommends that private secondary schools in Port Harcourt should be more accustomed to the latest technology in the educational sector to be at par with international standards and to compete favourably on the international scene.
Keywords: Digital marketing, search engine optimization, digital affiliate marketing, marketing performance
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