The Effectiveness of Open Days as a Student Recruitment Tool. A Case of Midlands State University

Abstract

This study examined the effectiveness of open days as student recruitment tools in higher education, focusing on Midlands State University (MSU). Open days are widely regarded as a crucial marketing strategy in higher education, offering prospective students an immersive experience of campus life, academic offerings, and institutional culture. In Zimbabwe where there are many institutions of education, state-owned as well as private-owned competition for students’ enrollment is intensifying hence state universities are now capitalising on inviting prospective students to their institutions. The study was informed by the following objectives: to explore how open days’ influence prospective students' perceptions of Midlands State University (MSU), to establish the impact of open days on student enrolment rates at Midlands State University and to identify the key components of effective open days that enhance student recruitment at Midlands State University. The study was informed by phenomenological research philosophy and document analysis as a research design. Using a qualitative approach, the study explores the perspectives of prospective students, parents, and university staff. Data was collected through semi-structured interviews and focus group discussions. The findings reveal the strengths and limitations of open days in influencing students' decisions. Conclusions provide actionable recommendations for enhancing their impact. The study aims to bridge the gap in understanding the role of open days in student recruitment, offering insights that can inform university marketing strategies. After data analysis the study recommends that MSU 
should also invest in virtual open days to attract students.