Volume 18, No. 6, 2021

The Impact Of Digital Marketing On Student Enrollment In Private Universities: Opportunities, Challenges, And Factors Influencing Choice


Rajiv Kumar Gupta , Dr. Hari Shankar Shyam

Abstract

The increasing reliance on digital platforms has revolutionized student enrollment processes in higher education, particularly among private universities. This study examines the impact of digital marketing on student enrollment, focusing on opportunities, challenges, and key factors influencing students' choice of institutions. Digital marketing strategies such as Search Engine Optimization (SEO), social media marketing (SMM), content marketing, and pay-per-click (PPC) advertising have become instrumental in targeting and engaging potential students. These approaches allow universities to extend their reach, create personalized experiences, and enhance their brand image. However, digital marketing also poses significant challenges, including the saturated competitive landscape, the need for transparency and trust in communications, and the strain of constantly adapting to evolving trends. Through an analysis of current trends, this research aims to provide insights into how private universities can leverage digital marketing to enhance their recruitment efforts while overcoming associated barriers. By understanding the dynamics between digital strategies and student preferences, universities can develop more targeted and effective marketing campaigns to boost enrollment rates.


Pages: 9970-9980

Keywords: Digital Marketing, Student Enrollment, Private Universities, SEO, Social Media Marketing, PPC Advertising, Higher Education.

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