Exploring the Impact of Digital Marketing on Higher Education Institutes (HEIs) in Mumbai

Abstract

Digital marketing involves utilizing electronic devices and digital channels to market products and services to connect with existing and potential customers and build a brand. With the increasing use of digital media, higher education institutions (HEIs) are recognizing the need to adopt digital marketing strategies to connect with their students, teachers, parents, employers, and alumni. This has become especially important with the increase in competition among HEIs in India, both public and private, as they strive to effectively market themselves to stakeholders.

The purpose of this research study is to explore the impact of digital marketing on HEIs and the role it plays in attracting and engaging stakeholders. The study seeks to identify the key indicators that influence customer outreach through digital marketing and how it enhances brand awareness for HEIs. The study uses a cross-sectional research design and a combination of qualitative and quantitative data, collected through a well-designed questionnaire and secondary sources.

The findings indicate a significant relationship between digital marketing and student outreach for HEIs, and that digital marketing enhances brand awareness for HEIs. This study contributes to the understanding of the emergence of digital marketing tools and techniques in branding HEIs, and highlights the importance of adopting digital marketing strategies to remain competitive in the education sector. (Sathya, 2017; Reddy, 2016; Manoj, 2019; Choudaha et al., 2012).