THE EFFECTIVENESS OF OPEN DAYS AS A STUDENT RECRUITMENT TOOL. A CASE OF
MIDLANDS STATE UNIVERSITY

THE EFFECTIVENESS OF OPEN DAYS AS A STUDENT RECRUITMENT TOOL. A CASE OF
MIDLANDS STATE UNIVERSITY

YVONNE MADONGONDA

MERCY DUBE

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.

ZJBEM

2025