Ethical considerations in marketing educational services at tertiary colleges in Zimbabwe

Author

Chingara, Nyasha

Title

Ethical considerations in marketing educational services at tertiary colleges in Zimbabwe

Abstract

The study serves to Ethical considerations in marketing educational services at tertiary colleges in Zimbabwe. The purpose of the study to achieve the following objectives: To investigate the influence of transparency in communication on student trust, To determine the effect of authenticity in communication on student trust, To explore the effect of educational technology in communication on student trust, To investigate the influence of student rights and wellbeing in communication on student trust .The researcher used online research and 384 sample size was used. The researcher used electronic questionnaire to collect data, using measurement scales adapted from International Centre for Academic Integrity for transparency multiple regression analysis was used to test the hypothesis. Hypothesis testing showed that there is a positive relationship between the independent variables (transparency, authenticity, educational technology, students’ rights and wellbeing) and the dependent variable (student trust). The research findings from the study indicated that Transparency in communication has a statistically significant effect on student trust, There significant positive relationship between , transparency in communication and student trust, Educational technology in communication has a significant impact on student trust. There is a significant positive relationship between prioritizing students’ rights and wellbeing in communication and student trust.

Date

June 2025

Publisher

BUSE

Keywords

Ethical Consideration

Tertiary Colleges

Educational Services

Supervisor

Mr. Chirimubwe