Justifications for Undertaking Marketing Orientation Studies in Higher Learning Institutions in Tanzania

Abstract

This paper was written with the major aim of presenting a number of issues which justify the undertaking of marketing orientation studies in Tanzania Higher Learning Institutions (HLIs). It was also the intention of the authors to give a brief picture of marketing practice in Tanzania environment and on the higher learning institutions. The information used in this paper was mainly collected through review of literatures on articles which focused on marketing orientation and higher learning institutions. The review of literature revealed that different aspects including challenges facing HLIs, sectoral variation, geographical concentrated literatures, qualitative based studies, review of literature based studies, single informants responses, small samples problems and limited responses limitations are major issues justifying undertaking a marketing orientation study in Tanzania HLIs.