STUDENT CHOICE PROCESS OF HIGHER EDUCATION INSTITUTIONS (HEIs) THROUGH UNIVERSITY DIGITAL MARKETING SOURCES

Abstract

New challenges and opportunities faced by HEIs marketers in this digital age.Digital marketing used by university is the utilization of electronic media to promote their institution to the target market.University digital marketing purpose is attracting students and other stakeholders as well as allowing them to interact with the institution through digital media.Yet little research has examined the potential of digital marketing for higher education institution.This study investigates the importance of digital marketing for both university marketers and students.Using qualitative research techniques, the researcher interviewed university recruitment managers, prospective students, current students which have been purposely selected, and thoroughly used secondary data to confirm the effectiveness of university digital marketing in five Indonesian public universities.The potential impact of digital marketing on the university recruitment management were examined along with the differences between traditional marketing and digital marketing.This study has explained various methods of university digital marketing, effectiveness of it and the impact it has on student decision making process in selecting a university.This study has contributed to the similar higher education institutions, university marketers and future researchers by providing a background of making a potential use through university digital marketing strategies.