What digital marketing strategies: Promoting international higher education

Abstract

In recent years the competition between higher educational institutions in recruiting international students has significantly increased. The universities and polytechnics are working on establishing their reputation, increasing trust and attracting more prospective students. Due to this reason, higher educational institutions have to improve and develop their marketing strategies. Digital marketing is identified as one of the most powerful tools in promoting educational services (Camilleri, 2020; Dhote, et al., 2015; Fierro, et al., 2017; Kusumawati, 2019; Sawlani & Susilo, 2020; Shields & Peruta, 2018; Zhu, 2019). Considering the global educational marketing situation and the increased demand for international education, this research will address the following question: What digital marketing strategies can be used for promoting international higher education? The following definition digital marketing is understood as an interactive tool used on media platforms to reach potential customers is used in this research (Kannan, 2017; Stephen & Lamberton, 2016). The proposed question covers the subject of digital marketing in the context of higher education with a focus on international students. In the context of this research, the definition of higher education by Cambridge Dictionary (2021) is used. It is defined as education provided by a college or a university where subjects are studied at an advanced level. The objectives of this research were: to firstly, determine the role of digital marketing in higher education, and secondly, to identify digital marketing tools used for promoting international higher education. The research conducted by Mishina (2021) identified that promoting online language education via social media platforms to be an effective digital marketing tool in higher education. A more detailed analysis of several social networks which could be used as a marketing tool will be presented. The reviewed literature focuses on digital marketing frameworks, specific social media platforms, and how they can be most effectively used. Most of the chosen articles describe digital marketing tools which are used by universities and polytechnics in the European and English-speaking countries, which host most international universities (Times Higher Education, 2021). A literature review process was used to firstly, identify and analyse the role of digital marketing in higher education, and secondly, review platform-based marketing strategies in higher education with a detailed analysis of social networks.