The research sought to assess the effectiveness of the marketing communications techniques used by private higher education institutions in Botswana. Data was collected from marketing managers 5 private higher education institutions and 380 students. Percentage analysis was used to rank the marketing communication techniques according to students’ rating. Institutional budget allocations were compared with the ranking of the marketing communications tools. The study found a mismatch between the marketing communications tools budget allocations. Private higher education institutions were allocating significant portions of their budgets to marketing communications techniques which were rated as inefficient by students. The study recommended that private higher education institutions have to allocate more funds to the development of technology-based marketing communications techniques.