AN INTERNSHIP PROJECT REPORT

ON

A Study on Effective Digital Marketing Strategy in Education

SUBMITTED TO

FACULTY OF MANAGEMENT

in partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

By

MANISH JHA

Reg. No. RA2352001030043

Under the guidance of

Dr. Shardul Shankar

SRM INSTITUTE OF SCIENCE & TECHNOLOGY

DELHI-NCR CAMPUS, GHAZIABAD-201204

2024-2025

1
 STUDENT DECLARATION

I, Manish Jha hereby declare that this Project Report titled “A Study on Effective Digital

Marketing Strategy in Education” submitted by me in partial fulfilment of the requirements

for the degree of Master of Business Administration is based on my original work and has not

been submitted in part or full for any other assessment of any Institute/University. My

indebtedness to various other works/publications as referred to in this thesis has been duly

acknowledged at relevant places.

Date:

Place: Modinagar, Ghaziabad

Manish Jha
Signature

2
 ACKNOWLEDGEMENT

The successful outcome of this project required a lot of guidance, support and
encouragement of many people and I take this opportunity to express my heartfelt
appreciation to all the individuals who help me in completion of this projects. The
supervision and the support they gave truly help in the progression and smoothens the
completion of the internship program. I would like to thank Dr. Shardul Shankar (project
guide) for his support and guidance throughout the project study.

Finally, I would like to thank my Institute Faculty of Digital Marketing; IIDE’S The Digital
Schoolfor making this experience of internship program. The learning from this experience
has been immense and would be cherished throughout life.

3
 GUIDE CERTIFICATE

This is to certify that Manish Jha, student of Masters of Business Administration in SRM Institute of Science
and Technology, Delhi-NCR Campus, has worked under my guidance for the topic title “A Study on Effective
Digital Marketing Strategy in Education”. To the best of my knowledge, this piece of work is original and
the student has submitted no part of this project to any other college or university.

Dr. Shardul Shankar

Designation: Associate Professor
SRM Institute of Science and Technology
Delhi NCR Campus, Ghaziabad

4
 P a g e | iv

5
 TABLE OF CONTENT
SN. Particulars Page No.

1 Student Declaration 2

2 Acknowledgement 3

3 Guide Certificate 4

4 Internship Certificate 5

5 Introduction 7

6 Objective of study 12

7 Literature Review 13

8 Methodology 15

9 Findings 18

10 Conclusion 21

11 Bibliography 23

6
INTRODUCTION

In an increasingly digital world, the education sector is undergoing a profound transformation. Traditional
methods of student recruitment and engagement are giving way to more sophisticated, data-driven digital
marketing strategies. Educational institutions, from schools to universities, are now compelled to adapt
to these changes to remain competitive and relevant in a rapidly evolving landscape. This project, “A
Study on Effective Digital Marketing Strategy in Education,” aims to explore and analyze the most
effective digital marketing strategies tailored for the education sector.
Digital marketing is an umbrella term that includes various techniques and tools designed to reach and
engage target audiences through online platforms. In the context of education, these strategies are crucial
for several reasons. First, they allow institutions to effectively reach prospective students who are
increasingly making decisions based on online information. According to a report by the Pew Research
Center (2021), over 90% of prospective students use the internet to research educational options,
highlighting the need for a strong digital presence. Second, digital marketing strategies facilitate ongoing
engagement with current students and alumni, fostering a sense of community and enhancing institutional
loyalty.
One of the foundational components of digital marketing is Search Engine Optimization (SEO). SEO
involves optimizing website content to improve its ranking on search engine results pages (SERPs). For
educational institutions, effective SEO ensures that their websites appear prominently when prospective
students search for relevant courses, programs, or institutions. As Patel (2020) notes, effective SEO
strategies can significantly increase an institution's online visibility, driving more organic traffic to its
website.
Content marketing is another critical aspect of digital marketing for education. By creating valuable and
relevant content, institutions can attract and engage their target audience. Content marketing encompasses
blog posts, articles, videos, infographics, and more. According to a study by Content Marketing Institute
(2022), institutions that regularly publish high-quality content are better positioned to establish thought
leadership and build trust with prospective students. This approach not only attracts potential students but
also enhances the institution's reputation and credibility.
Social media marketing has revolutionized how educational institutions interact with their audiences.
Platforms like Facebook, Instagram, LinkedIn, and Twitter offer unique opportunities for engagement
and outreach. Kaplan and Haenlein (2010) emphasize that social media allows institutions to create
dynamic and interactive content, engage directly with students, and promote their unique value
7
propositions. Effective social media marketing strategies involve regular posting, engaging with
followers, and utilizing targeted advertising to reach specific demographics.
Email marketing remains a powerful tool for maintaining communication with prospective and current
students. Personalized email campaigns can provide relevant information, updates, and promotional
offers. Smith (2021) highlights that segmentation and personalization in email marketing can lead to
higher open rates and better engagement, making it an essential strategy for student recruitment and
retention.
Data analytics play a crucial role in refining digital marketing strategies. By analyzing data from various
digital channels, institutions can gain insights into user behavior, campaign performance, and ROI.
Cresswell and Pardo (2016) argue that a data-driven approach enables institutions to make informed
decisions, optimize their marketing efforts, and achieve better results.
This project will examine these aspects of digital marketing and evaluate their effectiveness in the
educational context. By analyzing current trends, best practices, and case studies, the study aims to
provide actionable insights that can help educational institutions enhance their digital marketing strategies
and achieve their goals. Understanding and implementing these strategies is essential for institutions
seeking to navigate the complexities of the digital landscape and remain competitive in a rapidly changing
environment.

PROCESS OF DIGITAL MARKETING

The working process of digital marketing involves a series of strategic steps and tactics aimed at
promoting products, services, or brands through various online channels. Digital marketers need to
be agile and flexible, constantly learning and refining their strategies to achieve the best results in
this ever-evolving field.

1. Defining Objectives and Target Audience: The first step is to clearly define the marketing
objectives. Whether it's increasing brand awareness, driving website traffic, generating
leads, or boosting sales, having specific goals is essential. Understanding the target
audience is equally crucial, as all subsequent efforts will be tailored to reach and engage this
specific group of people.

8
2. Market Research and Competitor Analysis: Conduct thorough market research to
identify industry trends, consumer preferences, and the competitive landscape. Analyze
what competitors are doing in the digital space to gain insights and find opportunities for
differentiation.

3. Developing a Digital Marketing Strategy: Based on the objectives, target audience, and
research insights, create a comprehensive digital marketing strategy. This strategy should
outline the channels to be used, the types of content to be produced, the budget allocation,
and the timeline for execution.

4. Creating Engaging Content: Content is at the heart of digital marketing. Produce high-
quality and relevant content in various formats, such as blogs, videos, Infographics, social
media posts, and more. Content should align with the audience's interests and preferences
and address their pain points.

5. Pay-Per-Click (PPC) Advertising: Set up PPC campaigns on platforms like Google Ads
or social media channels to drive targeted traffic to the website. PPC allows advertisers to
bid on specific keywords and pay only when users click on their ads.

6. Influencer Marketing: Collaborate with influencers or industry experts to promote

products or services. Influencers have a significant impact on their followers' purchasing
decisions, making it a powerful strategy for certain industries.

9
Figure 1 Digital Marketing Practices

SCOPE OF DIGITAL MARKETING

The scope of digital marketing is vast and continuously expanding due to the widespread adoption
of the internet and digital technologies. As consumers spend more time online, businesses are
increasingly recognizing the importance of digital marketing to reach and engage their target
audience effectively.

1. Online Presence and Visibility: Digital marketing enables businesses to establish and
maintain a strong online presence. Having a website and active social media profiles allows
companies to be easily discoverable by potential customers searching for products or
services online.

2. Global Reach: With digital marketing, businesses can reach a global audience without the
constraints of geographical boundaries. Companies can target specific international markets
and customize their marketing strategies for different regions.

10
3. Cost-Effectiveness: Compared to traditional marketing methods, digital
marketing is oftenmore cost-effective. Small and medium-sized businesses can
compete with larger enterprises by utilizing digital channels that offer targeted
advertising at lower costs.

4. Diverse Marketing Channels: Digital marketing offers a wide range of

channels to connect with customers. These channels include search engines,
social media platforms, email, mobile apps, content marketing, influencer
marketing, and more.

5. Real-Time Engagement: Digital marketing facilitates real-time

communication and engagement with customers. Businesses can respond to
inquiries, feedback, and comments promptly, improving customer satisfaction
and building trust.

6. Career Opportunities: The growing scope of digital marketing has created a

demand for skilled professionals in the field. From social media managers to
SEO specialists, content creators, data analysts, and more, there are diverse
career opportunities in the digital marketing industry.

11
Objectives of the Study
1. To Analyze the Current Digital Marketing Trends in the Education Sector
2. To Evaluate the Effectiveness of Various Digital Marketing Strategies
3. To Identify the Challenges Faced by Educational Institutions in Implementing Digital
Marketing Strategies
4. To Explore the Role of Content Marketing in Enhancing Student Engagement and
Recruitment
5. To Assess the Impact of Social Media Marketing on Brand Awareness and Reputation
6. To Provide Recommendations for Developing a Comprehensive Digital Marketing
Strategy for Educational Institutions

12
Literature Review
Effective digital marketing in education leverages various strategies to enhance institutional
visibility and student engagement. According to Chaffey and Ellis-Chadwick (2019), a well-
rounded digital marketing strategy incorporates SEO, content marketing, social media, and
email marketing to build brand authority and attract prospective students. SEO practices are
critical, as highlighted by Patel (2020), who emphasizes the importance of optimizing
educational content to improve search engine rankings and drive organic traffic. Social media
platforms, as noted by Kaplan and Haenlein (2010), offer significant opportunities for
institutions to engage with students and showcase their unique offerings. Additionally, email
marketing remains a potent tool for personalized communication and retention, according to
Smith (2021). The integration of data analytics, discussed by Cresswell and Pardo (2016),
provides valuable insights into campaign performance and helps tailor strategies to specific
audience segments. These insights underline the necessity of a data-driven approach to refining
digital marketing efforts in education. The combination of these strategies creates a robust
framework for enhancing the online presence and effectiveness of educational institutions.
Introduction to Digital Marketing in Education
The rapid advancement of technology and the widespread adoption of the internet have
fundamentally altered the landscape of education marketing. Digital marketing, defined as the
use of digital channels to promote products or services, has become a crucial tool for
educational institutions aiming to enhance their outreach, engagement, and student enrollment.
The education sector, traditionally reliant on word-of-mouth, print, and other offline channels,
is increasingly leveraging digital strategies to meet the evolving expectations of a digitally
native audience (Kotler, 2017).
The Evolution of Digital Marketing Strategies in Education
The adoption of digital marketing in the education sector can be traced back to the early 2000s
when institutions began exploring websites and email marketing as tools for communication
and recruitment. Over time, the focus expanded to include social media platforms, search
engine optimization (SEO), pay-per-click (PPC) advertising, and content marketing. These
tools have allowed institutions to target specific demographics, engage prospective students
through personalized content, and measure the effectiveness of their campaigns in real-time
(Chaffey & Ellis-Chadwick, 2019).
Key Components of Digital Marketing in Education
Effective digital marketing in education typically encompasses several key components:
 Search Engine Optimization (SEO): Optimizing institutional websites and content to

13
 rank higher in search engine results, making it easier for prospective students to find
relevant information.
 Content Marketing: Creating and distributing valuable, relevant content to attract and
engage the target audience. This includes blogs, videos, webinars, and downloadable
resources.
 Social Media Marketing: Utilizing platforms like Facebook, Instagram, LinkedIn, and
Twitter to reach and interact with prospective students, alumni, and other stakeholders.
 Email Marketing: Sending targeted and personalized messages to prospective and
current students to nurture leads and keep them engaged.
 Pay-Per-Click (PPC) Advertising: Using paid search engine and social media ads to
reach specific demographics based on factors like location, age, and interests.
The Role of IIDE in Shaping Digital Marketing in Education
The Indian Institute of Digital Education (IIDE) has been at the forefront of digital marketing
education, providing cutting-edge courses and training to students and professionals alike.
IIDE's programs emphasize practical, hands-on learning, which has contributed significantly
to the understanding and application of digital marketing strategies within the education sector.
Through their extensive curriculum and industry collaborations, IIDE has helped shape the
careers of numerous digital marketers who now contribute to the education sector. Their
emphasis on real-world applications and case studies ensures that students not only learn the
theory behind digital marketing but also how to implement effective strategies tailored to the
unique needs of educational institutions.
Case Studies and Best Practices in Digital Marketing for Education
Several case studies highlight the success of digital marketing strategies in education. For
example, institutions that have adopted SEO and content marketing have seen substantial
increases in organic traffic to their websites, leading to higher enrollment rates (HubSpot,
2021). Similarly, social media campaigns targeting specific student demographics have
resulted in improved engagement and conversion rates (Statista, 2022).
IIDE’s case studies often demonstrate how educational institutions can effectively use digital
marketing to reach their goals. For instance, their work with educational clients has shown how
a comprehensive digital strategy, including SEO, content marketing, and social media, can lead
to significant improvements in brand awareness and student enrollment.

14
Research Methodology
1. Introduction
The research methodology outlines the systematic approach that will be employed to conduct
the study on effective digital marketing strategies in education. This section details the research
design, data collection methods, sampling techniques, and data analysis procedures that will be
utilized to achieve the objectives of the study. The chosen methodology ensures that the
research is conducted in a structured and reliable manner, allowing for valid and actionable
insights.
2. Research Design
The study adopts a descriptive research design to explore and analyze the current digital
marketing strategies used in the education sector. Descriptive research is suitable for this study
as it seeks to describe the characteristics, trends, and effectiveness of digital marketing
practices within educational institutions. This design allows for a comprehensive examination
of the factors influencing the adoption and success of digital marketing strategies, as well as
the challenges faced by institutions.
3. Data Collection Methods
The study employs a combination of primary and secondary data collection methods to gather
relevant information.
Primary Data Collection: Primary data will be collected through surveys and interviews with
key stakeholders in the education sector, including marketing managers, digital marketing
professionals, and administrators from various educational institutions. The survey will include
both closed-ended and open-ended questions to capture quantitative data on the effectiveness
of different digital marketing strategies and qualitative insights into the challenges and best
practices.
Surveys: Structured questionnaires will be distributed to a sample of marketing professionals
in educational institutions. The questionnaires will be designed to gather information on the
digital marketing tools and strategies currently in use, their perceived effectiveness, and the
challenges encountered.
Interviews: In-depth interviews will be conducted with a selected group of digital marketing
experts and educators to gain deeper insights into the specific strategies employed and their
impact on student engagement and recruitment.
Secondary Data Collection: Secondary data will be sourced from academic journals, industry
reports, case studies, and digital marketing performance data from educational institutions.
This data will provide a contextual understanding of the trends and developments in digital

15
marketing within the education sector, as well as benchmark comparisons of the effectiveness
of various strategies.
4. Sampling Techniques
The study will utilize a purposive sampling technique to select participants for the surveys and
interviews. This non-probability sampling method is appropriate for this study as it allows for
the deliberate selection of individuals who have expertise in digital marketing within the
education sector, ensuring that the data collected is relevant and insightful.
Sample Size: The sample will include approximately 50-100 marketing professionals from
various educational institutions for the survey, and 10-15 experts for in-depth interviews. The
sample size is determined based on the scope of the study and the need for a diverse range of
perspectives.
Sample Selection Criteria: Participants will be selected based on their role within the institution
(e.g., marketing managers, digital marketing specialists) and their involvement in the
development and implementation of digital marketing strategies. Institutions from different
educational levels (e.g., universities, colleges, K-12 schools) will be included to ensure a
comprehensive analysis.
5. Data Analysis
The data analysis process will involve both quantitative and qualitative methods:
Quantitative Analysis: The quantitative data collected from the surveys will be analyzed using
descriptive statistics to identify patterns, trends, and correlations in the use and effectiveness
of digital marketing strategies. Statistical tools such as SPSS or Excel will be used to perform
frequency analysis, cross-tabulation, and correlation analysis.
Qualitative Analysis: The qualitative data from interviews will be analyzed using thematic
analysis to identify key themes, insights, and recommendations related to the challenges and
best practices in digital marketing for educational institutions. Thematic analysis will involve
coding the interview transcripts and grouping similar responses into categories to draw
meaningful conclusions.
6. Ethical Considerations
Ethical considerations will be strictly adhered to throughout the research process. Participants
will be informed of the purpose of the study, and their consent will be obtained before data
collection. Confidentiality and anonymity will be maintained, ensuring that personal and
institutional information is not disclosed without permission. The study will also ensure
compliance with relevant data protection regulations.
7. Limitations of the Study

16
The study acknowledges certain limitations that may affect the generalizability of the findings:
 Sample Size: Due to resource constraints, the sample size may be limited, potentially
affecting the representativeness of the findings.
 Scope of Research: The study focuses on digital marketing strategies within the
education sector, which may limit the applicability of the findings to other industries.
 Data Reliability: The accuracy of the findings may depend on the honesty and accuracy
of the responses provided by participants in surveys and interviews.
8. Conclusion
The research methodology outlined above provides a comprehensive framework for
conducting a systematic and reliable study on effective digital marketing strategies in
education. By combining both quantitative and qualitative data collection methods and
employing robust data analysis techniques, this study aims to generate valuable insights that
can inform the development of more effective digital marketing strategies for educational
institutions.

17
Findings of the Study
The findings of this study are based on the data collected through surveys, interviews, and
secondary research. The primary aim was to explore the effectiveness of digital marketing
strategies in the education sector and to identify the challenges and best practices associated
with these strategies. The results provide a comprehensive overview of current trends, the
effectiveness of different digital marketing tools, and actionable insights for educational
institutions.
Current Digital Marketing Trends in the Education Sector
The study revealed several key trends in digital marketing within the education sector:
 Increased Use of Social Media: The majority of educational institutions surveyed
indicated a strong reliance on social media platforms such as Facebook, Instagram, and
LinkedIn for marketing purposes. These platforms were primarily used for brand
awareness, student engagement, and promoting events.
 Emphasis on Content Marketing: Institutions reported a growing focus on content
marketing, particularly through blogs, videos, and webinars. Content marketing was
seen as an effective way to provide valuable information to prospective students and to
establish the institution as a thought leader in the education sector.
 Adoption of SEO and PPC: Search Engine Optimization (SEO) and Pay-Per-Click
(PPC) advertising were identified as critical components of digital marketing strategies.
Institutions that invested in these areas reported higher visibility and better conversion
rates, particularly in competitive markets.
Effectiveness of Digital Marketing Strategies
The study evaluated the effectiveness of various digital marketing strategies in achieving
institutional goals:
 High ROI from Social Media Campaigns: Social media marketing was found to deliver
a high return on investment (ROI), particularly when campaigns were tailored to
specific demographics. Institutions that used targeted ads on platforms like Facebook
and Instagram reported increased engagement and student inquiries.
 Content Marketing’s Impact on Engagement: Content marketing strategies that
provided relevant and informative content saw higher engagement rates. Institutions
that regularly published blogs and videos noted an increase in website traffic and time
spent on site, which correlated with higher application rates.
 SEO and PPC Boost Visibility: Institutions that invested in SEO and PPC advertising
reported significant improvements in their online visibility. These strategies were

18
 particularly effective in reaching prospective students during peak enrollment periods.
Challenges in Implementing Digital Marketing Strategies
Despite the benefits, the study identified several challenges faced by educational institutions in
implementing digital marketing strategies:
 Budget Constraints: Many institutions, particularly smaller ones, reported limited
budgets as a significant barrier to implementing comprehensive digital marketing
strategies. This constraint often led to reliance on low-cost or organic methods, which
may not always yield the desired results.
 Rapidly Changing Digital Landscape: The fast-paced nature of digital marketing, with
constant changes in algorithms and platform features, was highlighted as a challenge.
Institutions struggled to keep up with these changes, which affected the consistency and
effectiveness of their campaigns.
 Lack of Expertise: Some institutions reported a lack of in-house expertise in digital
marketing, leading to reliance on external agencies or consultants. This dependence
sometimes resulted in a disconnect between the institution’s goals and the marketing
strategies employed.
Role of Content Marketing in Enhancing Student Engagement and Recruitment
The study found that content marketing played a crucial role in student engagement and
recruitment:
 Student-Centric Content: Institutions that focused on creating content tailored to the
needs and interests of prospective students saw higher engagement levels. Blogs,
student testimonials, and interactive webinars were particularly effective in capturing
the attention of potential applicants.
 Long-Term Relationship Building: Content marketing was also found to be effective in
nurturing long-term relationships with students. Institutions that regularly updated their
content and maintained an active online presence reported better retention of
prospective students throughout the decision-making process.
Impact of Social Media Marketing on Brand Awareness and Reputation
The study confirmed the significant impact of social media marketing on brand awareness and
reputation:
 Positive Brand Perception: Social media campaigns that highlighted student success
stories, faculty achievements, and campus life contributed to a positive brand image.
Institutions that actively engaged with their audience on social media reported higher
levels of trust and recognition.

19
  Crisis Management: Social media was also found to be a critical tool for crisis
management. Institutions that effectively used social media to address issues or
concerns were able to mitigate potential damage to their reputation and maintain public
trust.
Recommendations for Developing a Comprehensive Digital Marketing Strategy
Based on the findings, the study offers the following recommendations for educational
institutions:
 Allocate Resources Strategically: Institutions should allocate their digital marketing
budgets strategically, focusing on high-impact areas such as social media and content
marketing. Where budgets are limited, prioritizing platforms and strategies that yield
the highest ROI is essential.
 Invest in Training and Expertise: Investing in training for in-house marketing teams or
hiring digital marketing experts can help institutions stay ahead of trends and improve
the effectiveness of their campaigns.
 Regularly Update Content: Institutions should maintain an active content calendar,
regularly updating blogs, videos, and social media posts to keep their audience engaged
and informed.
 Leverage Data Analytics: Utilizing data analytics tools can help institutions track the
performance of their digital marketing strategies and make informed decisions to
optimize their campaigns.
In Conclusion, The findings of this study underscore the importance of a well-rounded and
dynamic digital marketing strategy in the education sector. While challenges exist, the benefits
of effectively leveraging digital marketing tools and strategies are significant, contributing to
enhanced student engagement, increased enrollment, and improved institutional reputation.
Educational institutions that prioritize digital marketing and adapt to the changing landscape
will be better positioned to achieve their goals and remain competitive in the market.

20
Conclusion
The study set out to explore the effectiveness of digital marketing strategies within the
education sector, focusing on how educational institutions can enhance their outreach,
engagement, and overall success through various digital platforms and tools. The research
revealed several important trends, including the growing reliance on social media, the critical
role of content marketing, and the effectiveness of SEO and PPC advertising in increasing
visibility and driving student enrollment.
The findings also highlighted the challenges faced by educational institutions, such as budget
constraints, the rapidly changing digital landscape, and the lack of in-house expertise. Despite
these challenges, the study demonstrated that institutions that invest in targeted, student-centric
content and actively engage on social media platforms are better positioned to build brand
awareness, enhance their reputation, and attract prospective students.
The implications of this study are significant for educational institutions seeking to navigate
the complexities of digital marketing. The research underscores the necessity of adopting a
comprehensive and dynamic digital marketing strategy that is aligned with the institution’s
goals and the needs of its target audience. By doing so, institutions can not only increase their
reach and engagement but also improve their competitive positioning in a rapidly evolving
market.
The study also suggests that institutions must be proactive in addressing the challenges
associated with digital marketing. This includes allocating resources strategically, investing in
professional development for marketing teams, and leveraging data analytics to inform
decision-making and optimize campaigns. Institutions that fail to adapt to these requirements
may struggle to maintain their relevance and appeal in an increasingly digital world.
While this study provides valuable insights into effective digital marketing strategies in
education, there are areas that warrant further exploration. Future research could examine the
long-term impact of digital marketing strategies on student retention and success, as well as
the effectiveness of emerging digital tools such as artificial intelligence and virtual reality in
educational marketing.
Additionally, a comparative analysis of digital marketing strategies across different types of
educational institutions (e.g., public vs. private, higher education vs. K-12) could offer more
nuanced insights that could guide more tailored approaches to digital marketing within the
sector.
In conclusion, digital marketing has become an indispensable component of modern education
marketing strategies. As digital platforms continue to evolve, educational institutions must

21
remain agile, continuously adapting their strategies to meet the changing preferences and
behaviors of their target audiences. The insights and recommendations provided in this study
offer a roadmap for institutions seeking to harness the power of digital marketing to achieve
their strategic objectives, enhance their visibility, and ultimately succeed in an increasingly
competitive educational landscape.

22
Bibliography

Hemsley-Brown, J., & Oplatka, I. (2015). University choice: What do we know, what don’t we
know, and what do we still need to find out? International Journal of Educational
Management, 29(3).

Kingsnorth, S. (2019). The impact of digital marketing on higher education. Journal of Digital
& Social Media Marketing, 7(2), 158-167.

Maringe, F., & Gibbs, P. (2009). Marketing higher education: Theory and practice.
International Journal of Educational Management, 23(4), 213-224.

Naidoo, V., & Wu, T. (2011). Marketing strategy implementation in higher education: A mixed
methods study. Journal of Marketing for Higher Education, 21(2), 256-277.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing and its impact on brand
awareness. Journal of Marketing Research, 54(1), 134-147.

Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and
recruitment performance. Journal of Business Research, 69(8), 3096-3104.

Ivy, J. (2010). Choosing futures: Influence of social media on the decision-making process of
international students. Journal of Higher Education Policy and Management, 32(4), 229-238.

Constantinides, E., & Stagno, M. C. Z. (2011). Potential of the social media as instruments of
higher education marketing: A segmentation study. Journal of Marketing for Higher
Education, 21(1), 7-24.

Soutar, G. N., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis.
The International Journal of Educational Management, 16(1), 40-45.

Clark, S., Fine, M. B., & Scheuer, C. L. (2017). Relationship quality in higher education
marketing: The role of social media engagement. Journal of Marketing for Higher Education,
27(1), 40-58

23
24