Influence of Information Communication Technology on the Performance of Private Schools in Bauchi Metropolis, Nigeria

Abstract

The visible presence of enormous opportunities inherent in the usage of online marketing in terms of cost-saving and the ability to transmit tailor-made messages to target audiences had made some private secondary school operators in Nigeria embrace online marketing communication as a strategy for reaching present and potential customers individually. The study primarily examines the profound influence of online marketing tools on the performance of private schools in Bauchi metropolis. A survey research design was adopted for the study, and a structured questionnaire was utilised to collect the required data from one hundred and twenty three (123) staff of private schools in Bauchi Metropolis. They were selected through a simple random sampling procedure. The data elicited from the respondents were analysed through mean scores and linear regression analysis using SPSS 22 version software. The study results showed that e-mail marketing has a significant influence on the profitability performance of private schools. It was also discovered that social media marketing has a significant influence on the number of student-enrolments performances of private schools. The study recommended that the managers of private schools regularly exploit e-mail marketing to enhance their firms' profitability. Also, they should adequately utilise social media marketing platforms to boost students' enrollment in their schools.