Transformations  in
Business & Economics

STUDY OF MARKETING STRATEGY IMPLEMENTATION IN THE CONTEXT OF HIGHER EDUCATION IN PAKISTAN
Sheema Haider, Rizwan Raheem Ahmed

ABSTRACT: Purpose: The main point of this research is to examine the elements that affect the marketing strategy application's success in the conditions of higher education in Pakistan. Design/Methodology: 458 responses have been collected from the faculty members of private HEIs in Karachi using a nonprobability convenience sampling technique and a five-point Likert scale questionnaire. PLS-SEM has been employed for data analysis using Smart-PLS v4. Findings: The results showed that role performance positively affects implementation success. Similarly, strategy commitment significantly positively affects role performance and implementation success. Likewise, role commitment has a positive significance on role performance while having a positively insignificant effect on implementation success. Moreover, vision fit and role significance have a positive but insignificant effect on strategy commitment. Lastly, engagement has a significant positive effect on strategy commitment, and empowerment has a significant positive effect on role commitment. Implications: The study suggests proper marketing tactics for policymakers and the government, e.g., a better government marketing plan must thoughtfully use its communication channels with HEIs and students. Notably, the communication materials created for their customers are always expected to be of the highest standard and should have broad appeal.

KEYWORDS:  marketing strategy, higher education institutions, Higher education in Pakistan, PLS-SEM, Smart-PLS v4.

JEL classification:  C12, I21, M3.