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The Importance Of Digital Marketing For Higher Education In Improving The Educational Value Chain

Author

Listed:
  • Ioan-Matei PURCAREA

    (Romanian-American University, Romania)

Abstract

In the fast-changing digital landscape of higher education, the adoption of digital marketing strategies has become essential for higher education institutions aiming at global relevance and effective student engagement. The article dives into the transformative impact of digital marketing on higher education, focusing on six key aspects. Firstly, we explore the global reach and accessibility facilitated by digital channels, using strategies such as social media advertising and relevant digital content. Secondly, personalized communication takes center stage, emphasizing targeted email campaigns, social media posts, and customized landing pages. The power of content marketing and storytelling is examined as the third aspect, utilizing mediums like blog posts, videos, and well-planned social media campaigns. Social media engagement, the fourth dimension, is analyzed across platforms like Instagram, Twitter, and LinkedIn, offering insights into effective strategies. The fifth dimension explores the role of Search Engine Optimization (SEO) in enhancing online visibility and engagement. Finally, the article highlights data-driven decision-making as higher education institutions leverage metrics such as website traffic analysis, social media analytics, and conversion rate monitoring. Through these comprehensive strategies, higher education institutions can successfully navigate the fast-changing digital landscape, connecting with a global audience and fostering engagement. Digital marketing holds the capability to significantly enhance various aspects of the educational value chain, facilitating successful outreach, engagement, and support for students. The article also underlines the role of the synergistic relationship generated by the CMO – CIO partnership that gives a particular form to the digital transformation vision of the Higher Education institution, the movement from vision to reality on the path to digital maturity being impacted by a digital marketing considering CX improvement and the 7Ds.

Suggested Citation

  • Ioan-Matei PURCAREA, 2023. "The Importance Of Digital Marketing For Higher Education In Improving The Educational Value Chain," Journal of Information Systems & Operations Management, Romanian-American University, vol. 17(2), pages 176-192, December.
    • Handle: RePEc:rau:jisomg:v:17:y:2023:i:2:p:176-192
    DOI: 10.5281/zenodo.21827526
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    File URL: http://www.rebe.rau.ro/RePEc/rau/jisomg/WI23/JISOM-WI23-A12.pdf
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    References listed on IDEAS

    as
    1. NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital Marketers at the Intersection of Digital Transformation with CX," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(4), pages 20-26, December.
    2. PURCAREA, Ioan Matei & NEGRICEA, Costel Iliuta, 2014. "Chief Marketing Officer and the Challenge of Digital Maturity," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 4(3), pages 28-36, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

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    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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