ABSTRACT
There is the belief in educational marketing that providing sufficient training and backing that with effective communication could effectively improve the formulation of new marketing strategy and its implementation. A three-day educational marketing workshop was organised by the University of Ghana Learning Centres (UGLC) to train different levels of its staff to prepare them for the implementation of a new marketing strategy in ten of the 16 regions of Ghana. Six training methods were employed to prepare employees sufficiently to embrace the changes in modern educational marketing. A sample of 53 respondents was drawn from the 63 participants to complete a paper-based survey questionnaire. Additionally, ten individuals were selected from the different levels of employees to participate in an in-depth interview. Results show that training and effective communication does increase marketing knowledge, knowledge of the service quality dimensions, knowledge of critical success factors essential to improve new concept formulation and a new marketing strategy implementation. Respondents agreed with the statement that, ‘Problems in leading and managing change education marketing stem from human resource management and that leaders and managers must be aware of how change impacts on employees to be in position to make the right decisions to direct effective changes in education marketing’. Critical factors that influence education marketing at the UGLC included quality of service rendered, customer satisfaction and levels of staff expertise and competency. Findings also reveal that needs and process-based motivation play essential role in reducing resistance to change and engendering employee support for the new market change process and strategy.
