The relationship between Perceptual Mapping and Marketing Effectiveness in Private Universities in Egypt

Abstract

The aim of this study is to investigate the role of perceptual mapping in leveraging marketing effectiveness of universities in the higher education sector. This study employed a mixed method approach. Twelve semi-structured in-depth interviews were conducted with a diverse sample of owners and decision makers in private universities. This qualitative phase was then followed by a quantitative phase where 100 questionnaires were collected from decision makers in private universities in Egypt. The findings of this study highlight the positive impact of perceptual mapping on overall marketing effectiveness. Besides, the results confirm the positive relationship between dimensions of perceptual mapping (brand image, quality, and tuition fees) and dimensions of marketing effectiveness (profits, satisfaction) in private universities in the Egyptian context understudy.