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POSITIONING OPEN AND DISTANCE LEARNING THROUGH MARKETING COMMUNICATION: EXPLORING THE ROLE OF BRAND PERSONALITY
TABLE OF CONTENTS
Title Page i
Declaration ii
Approval Page iii
Dedication iv
Abstract vi
Table of Contents vii
CHAPTER ONE: INTRODUCTION
1.1 Introduction 1
1.2 Background of the study 3
1.3 Statement of the General Problem 4
1.4 Objective of the study 5
1.5 Significance of the study 5
1.6 Statement of hypothesis 6
1.7 Scope of the study 6
1.8 Limitation of the study 7
1.9 Definition of terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 9
2.1 Review of related literature 9
2.2 Theoretical framework
2.3 Summary of review 33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Area of study 35
3.4 Population of the study 36
3.5 Sample size 36
3.6 Instrument for data collection 36
3.7 Reliability of the instrument 37
3.8 Validity of the Instrument 38
3.9 Method of data Collection 38
3.10 Method of Data Analysis 39
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 41
4.2 Characteristics of the respondents 41
4.3 Presentation of Data Analysis 43
4.4 Discussion of Findings 48
4.5 Summary of findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
Biography 54
Appendix 56
Abstract:
Open and distance learning (ODL) institutions have become increasingly prevalent in the modern educational landscape, offering flexible and accessible educational opportunities to a diverse range of learners. As competition in the ODL sector intensifies, effective marketing communication strategies are crucial for positioning these institutions and establishing a unique brand identity. This abstract explores the role of brand personality in positioning ODL through marketing communication.
Brand personality is a concept that attributes human-like characteristics to brands, allowing them to establish emotional connections with consumers. By cultivating a distinctive brand personality, ODL institutions can differentiate themselves from competitors, evoke positive perceptions, and build long-term relationships with learners.
This abstract highlights the significance of brand personality in ODL marketing communication. It discusses theoretical frameworks such as the Brand Personality Scale (BPS) and the Big Five personality traits, which provide a foundation for understanding and measuring brand personality. Additionally, it explores the potential benefits of aligning brand personality with the unique characteristics of ODL, such as flexibility, accessibility, and learner-centricity.
Furthermore, the abstract delves into the practical implications of leveraging brand personality in ODL marketing communication. It emphasizes the importance of consistent and coherent messaging across various communication channels, including websites, social media, advertising, and promotional materials. The abstract also discusses the role of storytelling, visual elements, and interactive experiences in reinforcing brand personality and engaging learners.
The abstract concludes by highlighting the research gap in the area of brand personality in ODL marketing communication and suggests future research directions. It emphasizes the need for empirical studies to explore the effectiveness of different brand personality dimensions in influencing learner perceptions, attitudes, and enrollment decisions.
In summary, this abstract provides an overview of the role of brand personality in positioning ODL institutions through marketing communication. It underscores the importance of cultivating a unique and relatable brand personality to differentiate ODL institutions in a competitive marketplace and foster meaningful connections with learners.
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