Effectiveness of Promotion on Competitiveness of Private Universities in Nakuru County

The research investigated the effectiveness of promotion on Competitive advantage of private universities of Nakuru County. The guiding framework reviewed Porter's theory of competitive advantage and Market Based View. The study adopted Descriptive survey design, whereby the sample population was selected from the Private Universities. 233 staff members was purposively sampled and used as sample size from the target population of 5 private universities. This study used questionnaires containing both structured and unstructured questions so as to be able to capture more information and this was for collection of primary data. The questionnaires were pilot tested in order to validate and yielded a Cronbach reliability of 0.83 coefficients. Descriptive statistics (means, frequencies, and percentages) was done by use of Statistical Package for Social Sciences (SPSS) version 22.0 for windows, and processed information therefore shown by way of tables, pie charts and graphs. This study showed promotion was effective strategies for private universities' competitive advantage. The researcher recommends that staff in the private universities right from the top management, staff and students to embrace use of promotion tailored to their unique university characteristics to enhance competitive advantage.