Bridging Perception and Practice: A Qualitative Study of Service Marketing Effectiveness in Karachi's Business Schools

In todays competitive academic landscape, business schools increasingly rely on university service marketing to attract and retain students. In Karachi, where market saturation and cultural factors influence educational choices, understanding the effectiveness of such strategies is vital. Despite its relevance, research on the practical implementation of service marketing within Pakistans higher education sector remains limited. This study addresses that gap by examining how business schools in Karachi utilize service marketing and the challenges they face in doing so. Using a qualitative approach, data were collected through in-depth interviews with 17 stakeholders, including program managers, marketing directors, and public relations officers.