The applicability of market orientation to selected degree programmes at technikons in KwaZulu-Natal

Abstract

Since 1994, a number of higher education policy documents detailing the scope for transformation and restructuring of education have been published. Diminishing financial support from government, coupled with greater public demand for improved services necessitate technikons to become innovative higher education institutions. The marketing concept, the underlying platform of market orientation, was developed for commercial organisations. It is proposed that this marketing philosophy could be extended to technikons. Technikons can learn from the private sector about improving their service delivery by using market orientation principles and concepts. The purpose of this study was to theoretically and empirically examine and evaluate the applicability of market orientation to business studies degree programmes at technikons in KwaZulu-Natal. The study examined the opinions and perceptions of programme managers and graduates of business studies degrees from technikons in KwaZulu-Natal. The literature evaluated the developments in market orientation theory and practice, described the types and other relevant issues pertaining to higher education institutions in South Africa, and the influence of the marketing environment on technikons in KwaZulu-Natal. The research was conducted using a stratified random sample for graduates, and due to the relatively small size of sampling frame for programme managers, it was decided to send out questionnaires to all programme managers. The data for this study has been obtained by the analysis of the responses to questionnaires that were administered among graduates and programme managers of business studies degrees from technikons in KwaZulu-Natal. Questionnaires were grouped into four constructs of market orientation, viz. intelligence generation, intelligence dissemination, response design and response implementation for both categories of respondents. The analysis of the results revealed important findings. The perceptions of programme managers and graduates on levels of market orientation for business studies degrees are reported. The difference in the constructs between males and females for both programme managers and graduates are analysed. The discrepancies between programme managers and graduates expectations of service quahty are reported. Specific recommendations have been made which can improve the levels of market orientation at technikons for business studies degrees.