The Impact of Digital Marketing Strategies on Prospective Students' Enrollment Decisions in Egyptian Higher Education Institutions

نوع المستند : مقالات علمیة

المؤلف

مدرس بكلية الاتصال والاعلام الجامعة، البريطانية في مصر

المستخلص

This research aims to understand and determine how digital marketing affects the decision of prospective students to join higher learning institutions in Egypt. The study focuses on determining the most effective digital marketing tools and approaches, including the use of social media, emails, and content to appeal to the targeted students. Results of the study indicate that variables such as active participation on the social media, timely update of content, and consistent branding play crucial roles in the level of interest that students develop in an institution. The survey shows that students need content that is timely and engaging, though applications such as chatbots and virtual tours of the campus are interesting but have little influence over students’ decision to learn. It also notes the differences in impact by student characteristics suggesting the importance of individualized and flexible strategies in student marketing to fit their expectations. When universities manage to harness technological tools properly, they can foster relationships with potential students and, in this way, make the destination more appealing to students.

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