Casual Factors of Quantum Marketing Strategy Affecting the Marketing Performance in the Higher Education Sector

Abstract

The objectives of this study were 1) to study the causal factors affecting quantum marketing strategy and marketing strategy in the higher education sector, 2) to study the causal influence of quantum marketing strategy and marketing strategy in the higher education sector, and 3) to develop a model of the causal factors of quantum marketing strategy affecting the marketing strategy in the higher education sector.

The results of the data analysis revealed that 1)Causal factors related to factors within the  organization’s market demand and brand communication that affect the quantum marketing strategy and marketing performance 2) the influence of causal factors of quantum marketing strategies including internal organization factors, market demand, brand communication on marketing performance at statistical significance level and 3) the results of the study were used to create a model of causal factors to developed a quantum marketing strategy model that affects marketing performance, called the quantum marketing strategy for marketing performance model (QMSMP Model). From the results, higher education institutions can be used to raise awareness of the process of formulating quantum marketing strategies within a new framework for the world of the future.