Justifications for Undertaking Marketing Orientation Studies in Higher Learning Institutions in Tanzania

Abstract

This paper was written with the major aim of presenting a number of issues which justify the undertaking of marketing orientation studies in Tanzania Higher Learning Institutions (HLIs). It was also the intention of the authors to give a brief picture of marketing practice in Tanzania environment and on the higher learning institutions. The information used in this paper was mainly collected through review of literatures on articles which focused on marketing orientation and higher learning institutions. The review of literature revealed that different aspects including challenges facing HLIs, sectoral variation, geographical concentrated literatures, qualitative based studies, review of literature based studies, single informants responses, small samples problems and limited responses limitations are major issues justifying undertaking a marketing orientation study in Tanzania HLIs.

The Influence of Ethical Guidance on Academic Staff’s Teaching Performance in Public Universities in Tanzania

“…According to nearly identical results from another study, South Africa, Egypt, Tunisia, and Nigeria were the top five nations in terms of research outputs (Confraria & Godinho, 2015). The literature suggests that academic staff performance is impacted by upholding ethical values (Muya & Tundui, 2020;Katundano, 2019). However, ethical guidance has not been studied much as a predictor for academic staff teaching performance.…”

“…This suggests that a leader's moral governance affects followers' behavior in the classroom. In addition, the study by Muya and Tundui (2020) on the strategies for improving the performance of HLIs in Tanzania stated that HLI staff members must observe ethical values for better employee' teaching performance. These findings are in line with the study by Katundano (2019) on Rebuilding Ethical Leadership in African Universities, which revealed that ethical principles are key principles for universities promoting staff's performance in teaching, research, and consultancy.…”

Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions

“…To improve the situation, HLIs need to be market-oriented by ensuring excellent, quality service delivery by improving service facilities, learning to understand industry requirements and customer characteristics, and keeping up with the competition in the industry. This, according to Muya and Tundui (2020), will make HLIs more competitive domestically and internationally. Likely, HLIs, as a significant component of the service sector, need to apply different strategies that will assure them of positive WoM.…”