Research Article 29
Journal of Management Sciences - Volume 12, Issue 1 2025
By Shazma Khan, Sohail Ahmad Khan, Zainulabeydeen, Hadi Hassan Khan, Quratulain Hadi
10.20547/jms.2014.2512102
Keywords: Service marketing, Higher education, Student retention, Marketing effectiveness, Business schools, Pakistan

In today’s 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 Pakistan’s 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. Findings highlight key factors influencing marketing outcomes, including institutional identity, strategic alignment, and communication practices. The study offers practical implications for enhancing strategic planning and operational effectiveness in service marketing within business education.

Submission Date: 24 Jun, 2025 Reviews Completed: 9 Jul, 2025
Acceptance Date: 14 Jul, 2025 Publication Date: 16 Jul, 2025