In today’s academic world, it was observed that most of the leading and progressive universities are consciously
and doggedly managed by employing effective marketing strategies, orientations and policies. It is against this
background that the study examined the link between market orientation and perceived corporate image. The
study examined the effect of student orientations, competitor orientations, intra-functional coordination on
perceived corporate image. Random sampling technique was used to select some students from two private
universities. Skewness, Kurtosis, factor analysis and structural equation models were among the statistical stools
employed to ascertain the quality of research instrument and the pattern of relationship among the variables. It
was discovered that both student orientation and intra-functional orientation have positive effect on perceived
corporate image while competitor orientation has negative effect on perceived corporate image. Based on the
findings, it was recommended that internal marketing should be integrated within the fabrics of university
management and operations. There is need for the university management to be more responsive to the needs of
their students
