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• W2792976870 abstract "External Branding strategies can be used strategically by educational institutions. This study, therefore, examined the effect of External branding strategies and students’ choice of post graduate programmes in Universities in Nakuru County, Kenya. . In achieving this broad objective, the study sought to examine the extent to which universities adopt different external branding strategies in this case:-Corporate social responsibilities (CSR) and customer relationship management (CRM) in attracting students into pursuing post graduate programs. The study adopted descriptive design in which opinions from post graduate students choices were sought.  The target population was 3,742 consisting of all postgraduate students in universities in Nakuru county, Kenya. Simple random sampling was used to obtain the respondents, while stratified random sampling with probabilities proportional to size of stratum was used to allocate the sample size of 212 post graduate students in various universities. A structured questionnaire was used to gather primary data from students.  Descriptive statistics (mean, standard deviation and frequency distributions and tested by chi-square) and inferential statistics, particularly correlation and regression were used to test the relationship between variables under study, whereas research hypotheses were tested at 0.05 significant levels. There exist statistically insignificant, positive relationship between external branding strategies employed by universities and choice of post graduate programs among students (β = 067, p>0.05).  It was recommended that universities management should have partnership programme and collaborations with international universities be enhanced for students and staff benefits. Universities should also support or carry out CSR activities. Post graduate programs should be priced fairly in a bid to attract more students, while relevant content and material information should be available for easy access in aiding students for registration of post graduate academic programs." @default.
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• W2792976870 date "2017-09-19" @default.
• W2792976870 modified "2023-09-23" @default.
• W2792976870 title "Effect of External Branding Strategies on Students’ Choice of Post Graduate Programmes in Universities in Nakuru County, Kenya" @default.
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