Marketing
STRATEGIC MARKETING PLAN AND REPOSITIONING: A TOOL FOR POLYTECHNICS TRANSFORMATION AGENDA. (A CASE STUDY OF WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI)
BY
ABASS, Abibu Oshoke
DEPARTMENT OF MARKETING, COLLEGE OF ADMINISTRATION
WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI
Phone no: 08035838743 e-mail. Address: abassabibu@yahoo.com
OCTOBER, 2011
STRATEGIC MARKETING PLAN AND REPOSITIONING: A TOOL FOR POLYTECHNICS TRANSFORMATION AGENDA. (A CASE STUDY OF WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI)
ABASS, Abibu Oshoke
DEPARTMENT OF MARKETING, COLLEGE OF ADMINISTRATION, WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI, Phone no: 08035838743 e-mail. Address: abassabibu@yahoo.com
ABSTRACTS
This paper is an exploratory study of strategic marketing plan and repositioning: a tool for polytechnics transformation agenda. Since there is a causal relationship between strategic marketing plan and transformation agenda in the Polytechnic Sector, literature and studies have shown that strategic marketing plan is an antecedent for transformation agenda, this paper seeks to find out the key success factors, which lead to higher levels of transformation. This study suggested that the key success factors of assurance, empathy and tangibles are the most important to staff /students’ evaluation of service quality, and thus, may have a positive influence on the productivity of the institution. The strategic aspects of each of these dimensions were discussed and recommendations were made for polytechnics to improve their service to ensure higher levels of transformation.
The major limitation of this research is that the experimental context is circumscribed, because the sample survey was addressed to a specific category of staff—students of a Polytechnic campus. A more accurate analysis is suggested.
Keywords: Strategic Marketing, Repositioning, Transformation Agenda, Polytechnics, Key Success Factor
BACKGROUND OF THE STUDY
In times of great uncertainty,
BY
ABASS, Abibu Oshoke
DEPARTMENT OF MARKETING, COLLEGE OF ADMINISTRATION
WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI
Phone no: 08035838743 e-mail. Address: abassabibu@yahoo.com
OCTOBER, 2011
STRATEGIC MARKETING PLAN AND REPOSITIONING: A TOOL FOR POLYTECHNICS TRANSFORMATION AGENDA. (A CASE STUDY OF WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI)
ABASS, Abibu Oshoke
DEPARTMENT OF MARKETING, COLLEGE OF ADMINISTRATION, WAZIRI UMARU FEDERAL POLYTECHNIC, BIRNIN KEBBI, Phone no: 08035838743 e-mail. Address: abassabibu@yahoo.com
ABSTRACTS
This paper is an exploratory study of strategic marketing plan and repositioning: a tool for polytechnics transformation agenda. Since there is a causal relationship between strategic marketing plan and transformation agenda in the Polytechnic Sector, literature and studies have shown that strategic marketing plan is an antecedent for transformation agenda, this paper seeks to find out the key success factors, which lead to higher levels of transformation. This study suggested that the key success factors of assurance, empathy and tangibles are the most important to staff /students’ evaluation of service quality, and thus, may have a positive influence on the productivity of the institution. The strategic aspects of each of these dimensions were discussed and recommendations were made for polytechnics to improve their service to ensure higher levels of transformation.
The major limitation of this research is that the experimental context is circumscribed, because the sample survey was addressed to a specific category of staff—students of a Polytechnic campus. A more accurate analysis is suggested.
Keywords: Strategic Marketing, Repositioning, Transformation Agenda, Polytechnics, Key Success Factor
BACKGROUND OF THE STUDY
In times of great uncertainty,
Cited: February 23, 2008