Authors : Violet, Magoshe; Dr. Abisha, Mugari

Volume/Issue : Volume 10 - 2025, Issue 12 - December

Google Scholar : https://tinyurl.com/3y72umkp

Scribd : https://tinyurl.com/4re2r9m6

DOI : https://doi.org/10.38124/ijisrt/25dec428

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Abstract : Universities worldwide face increasing competition for student enrolments due to globalization, technological advancement, and the rise of online learning platforms. Zimbabwe Open University (ZOU), particularly its Department of Physical Education and Sport (PES), has experienced a downward trajectory in enrolments since 2017. This study explores how brand marketing through sport participation can be leveraged to attract and retain students. Using a mixed-methods approach, the research investigates the role of sports in enhancing institutional visibility, student engagement, and brand loyalty. Findings highlight that sport participation can serve as a strategic marketing tool by fostering community identity, showcasing institutional values, and creating memorable experiences that strengthen ZOU’s brand. The researcher recommends that the university authority must enhance cooperation with the private sector to facilitate brand marketing projects and programs which generate sustainable financial returns. The university authority must use sports events to showcase ZOU’s values and attract prospective students.

Keywords : Brand Marketing, Sport Participation, Student Enrolment, Zimbabwe Open University, Physical Education and Sport, Heritage-Based Curriculum, Institutional Visibility.

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