AN EXAMINATION OF DIGITAL MARKETING AT A SELECTED HIGHER LEARNING INSTITUTION IN SOUTH AFRICA

Abstract

This study uses digital marketing parameters to examine digital marketing at a selected university in South Africa. Data was collected using self-administered questionnaires that were distributed to employees and students. Fifty (50) employees and 100 students participated and non-probability sampling, including convenience sampling and maximum variation, was used. The research findings show that most of the respondents understand that digital marketing positively impacts organisational performance as it improves students’ access to information on course offerings. Over half of the respondents held a moderately positive perception of digital marketing and the members’ ages were likely to impact their perceptions of digital marketing. The research revealed that most respondents recognised that digital marketing can potentially increase business performance. It was further revealed that two-thirds of the selected university respondents acknowledged the importance of digital marketing to connect and build customer relationships. These findings confirm that the university needs to capitalise on the fact that students spend large amounts of time on social media to effectively communicate and market their services on social media. Finally, the research brings to light the need for universities to ensure that their Facebook page and website have the necessary information available and that it links to information that potential students may require.