Digital marketing influence on Branding and Enrollment in Higher Education

Abstract

The study explores and investigates the influence of digital marketing on branding for higher educational institutions and enrolments in India. As competition among educational institutions and rising opportunity of digital marketing has grabbed attention of educational institutions. (Kusumawati A., 2019). The research targeted to discover the digital marketing strategies implemented by educational institutions and their impact on branding and enrolment.  The study uses a quantitative research approach, employing surveys and interviews to gather data from over seven hundred students and institutional representatives over forty in higher education institutions in India (Biswas S. 2020). The findings suggest that digital marketing and online events have the most significant impact on both brand building and enrollment decisions. A positive correlation was found between student engagement and digital marketing content on various digital marketing platforms; digital marketing is capable in securing students attention for enrollment. Additionally, private institutions were found to be more proactive in adopting digital marketing strategies compared to public institutions.