Digital marketing leadership practices and student enrolment in secondary schools in Tororo district, Uganda.
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Date
2026
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Busitema University
Abstract
The study investigated the influence of digital marketing leadership practices on student enrolment in secondary schools in Tororo District, Uganda. Specifically, the study examined the influence of strategic planning for digital marketing, resource allocation and support, and capacity building and staff empowerment in digital marketing on student enrolment. The study was prompted by persistent challenges of student enrolment in secondary schools in the district. A cross-sectional research design employing quantitative and qualitative approaches was adopted. The study targeted 274 respondents comprising 86 teachers, 92 students, 92 parents, three head teachers, and one District Education Officer. A total of 250 respondents participated in the study. Data were collected using self-administered questionnaires and interview guides. Simple random sampling, purposive sampling, focus group discussions, and census inquiry techniques were employed. The validity and reliability of the research instruments were established using the Content Validity Index (CVI = 87.5%) and Cronbach’s Alpha coefficient (α = 0.817), respectively. Quantitative data were analyzed using SPSS version 23 through descriptive statistics, Pearson correlation, simple linear regression, and multiple regression analysis, while qualitative data were analyzed thematically using relevant verbatim quotations. The findings revealed strong, positive, and statistically significant relationships between strategic planning for digital marketing and student enrolment (r = 0.750, p < 0.05), resource allocation and support for digital marketing and student enrolment (r = 0.675, p < 0.05), and capacity building and staff empowerment in digital marketing and student enrolment (r = 0.755, p < 0.05). Simple regression analysis further indicated that strategic planning for digital marketing significantly influenced student enrolment (β = 0.716, t = 10.196, p < 0.05); resource allocation and support significantly influenced student enrolment (β = 0.622, t = 8.240, p < 0.05); and capacity building and staff empowerment significantly influenced student enrolment (β = 0.816, t = 10.348, p < 0.05). The study concludes that digital marketing leadership practices are significantly associated with student enrolment in secondary schools in Tororo District. It recommends that school administrators institutionalize strategic digital marketing within school development planning, allocate adequate resources to digital marketing activities, and provide continuous capacity building and empowerment for staff to effectively use digital platforms for student recruitment and enrolment.
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Citation
Muholi, D. (2026). Digital marketing leadership practices and student enrolment in secondary schools in Tororo district, Uganda. [Unpublished dissertation]. Busitema University.