Integrated marketing communications’ influence on student attitudes towards Zimbabwean polytechnics: the case of Mutare Polytechnic.

Abstract

This thesis explored the influence of integrated marketing communications (IMC) on student attitudes towards Zimbabwean polytechnics. It aimed to understand the influence of selected IMC tools (advertising, personal selling, direct marketing, public relations, and digital marketing) on student attitudes (beliefs, feelings, and intentions) towards polytechnics in Zimbabwe, with the intention of proposing an IMC model for such institutions. The conceptual framework drew on the response hierarchy models, focusing on the hierarchy of effects model of Lavidge and Steiner, as well as on IMC tools and attitudes. The research employed a cross-sectional, exploratory, case study design and qualitative approach. Convenience sampling was used to select 48 registered first-year students (35 of whom ultimately participated) from all six divisions at Mutare Polytechnic, and five staff members from the Marketing department. Data was collected remotely, using Zoom to conduct focus groups with students and interviews with staff. The institution‘s marketing communications and institutional documents were also examined. Data from focus groups and interviews was analysed using thematic analysis, and content analysis was used to analyse the secondary data. The findings suggest that Mutare Polytechnic is increasingly adopting IMC to change the negative attitudes that students have towards polytechnics. Mutare Polytechnic is using several promotional tools (advertising, personal selling, direct marketing, public relations, and digital marketing), combined in such a way that they present messages that are consistent and unified, which in turn influenced the participants‘ attitudes positively. The findings also revealed that a more strategic coordination of the selected IMC elements and media should be adopted. Furthermore, it emerged that for an IMC programme to be successful, it must consider the marketing tools, message content, coverage, reach and accessibility, and marketing participants. A framework incorporating these aspects was presented. The study concluded that a deeper understanding of student attitudes towards Mutare Polytechnic will result in the institution developing more successful IMC strategies and an understanding of the role that different IMC tools play in moulding these attitudes.