Marketing Mix Strategy and Performance of Alternative Provision Of Basic Education and Training Schools: A Case of Nairobi County Kenya.

This study sought to investigate the association between marketing mix strategies and institutional performance at APBET schools in Nairobi County. The researcher used primary and secondary data for elucidation. The total population of this study was 1677 schools. Primary data was collected using structured questionnaires issued to a sample size of 95 schools across the population schools, drawn from a sampling frame of 285 teachers and school directors at each of the sampled APBET schools in Nairobi Kenya. Quantitative data collected through surveys was analyzed using statistical software, specifically SPSS (Statistical Package for the Social Sciences). Descriptive statistics, such as frequencies, percentages, and means, was used to summarize the survey data. The study found that all four elements of the marketing mix (product, price, place, and promotion) significantly affect APBET schools’ performance. The Place strategy (location and accessibility), was the most influential. Price strategy, involving affordability and payment flexibility, also played a crucial role. Product strategy, including the quality of education and curriculum and promotion strategy (marketing and communication) were significant but to a lesser extent. The research concluded that a well-balanced marketing mix is essential for the improved performance of APBET schools. Schools that effectively implement these strategies tend to have better student-teacher ratios, higher enrollment rates, and improved retention of students. Based on the findings, the study recommends that APBET schools should focus on enhancing the quality of their educational offerings (product strategy) to attract and retain students. Additionally, schools should adopt flexible pricing strategies to make education more affordable for low-income families. Improving the accessibility of schools (place strategy) and increasing marketing efforts (promotion strategy) are also recommended to boost enrollment and performance. Stakeholders, including national and county governments, should provide financial support to these schools to help them implement these strategies effectively. Donors and other educational partners should also consider these findings when planning their interventions to support APBET schools.