Advanced Institute Research Articles

Sustainable Organisational Identity In State Higher Education Institutions

This research examines the antecedent, consequence, and moderating factors for sustainable organisational identity. Specifically, based on the Resource View Theory, this research aims to examine the effects of anthropomorphism and agile leadership on sustainable organisational identity, the effect of sustainable organisational identity on competitive advantage, and the moderating effect of planned organisational change between sustainable organisational identity and competitive advantage. The sample was 74 state universities in Indonesia. Variable measurement uses questionaries. Data analysis uses path analysis. Based on data analysis, anthropomorphism positively affects sustainable organisational identity in state higher education institutions. Second, agile leadership positively affects sustainable organisational identity in state higher education. Third, sustainable organisational identity positively affects competitive advantage in state higher education institutions. Fourth, planned organisational change strengthens the positive effect of sustainable organisational identity on competitive advantage in state higher education.

Penentuan mahasiswa berprestasi menggunakan algoritma FP-Growth dan SAW

This research discusses the importance of utilizing technology in inventory management and student achievement determination. The transformation from manual systems to computerized systems has proven to increase efficiency and accuracy. In determining outstanding students, the criteria used often focus solely on academic aspects, neglecting other skills such as leadership and creativity. This study proposes the use of the FP-Growth and Simple Additive Weighting (SAW) algorithms to address this issue. FP-Growth is used to identify high-frequency patterns in student achievement data, while SAW assigns weights to each criterion variable for more accurate decision-making. The criteria for assessment include GPA, student achievements, study duration, and activity participation. The implementation is expected to provide a more effective solution in determining outstanding students and managing inventory. The FP-Growth method helps identify significant patterns in transaction data, while SAW assists in ranking alternatives based on specified criteria. This research demonstrates that the combination of these two algorithms can improve accuracy and efficiency in inventory management and student achievement determination, providing a competitive advantage for institutions. Based on the research results, the ranking of outstanding students is led by student C, followed by student B, with respective scores of 0.8875 and 0.825.

Promising the earth: Forms of capital promised and pursued in Australian-Chinese research collaborations

Science is a space of both collaboration and competition, illustrated by international research collaboration (IRC) and its advantages for individual countries, institutions and scientists. IRC also brings together countries positioned unequally in global epistemic hierarchies. Little is known about how scientists navigate these tensions within IRC. We explore this through a study of Australian–Chinese IRC, drawing on interviews with Australian scientists and Bourdieu's theoretical framework. We identify specific capitals that are sought and promised in Australian–Chinese IRC, namely, scientific, economic and ‘environmental’ capital, with successful collaboration depending also on social and cultural capital. Differences in how Australia and China are positioned in global academic and scientific fields, and differences between national scientific fields, mean that collaboration facilitates access to forms of capital unobtainable in scientists’ home settings. Because the benefits of IRC are fundamentally relational and promissory, these will change alongside the global hierarchies that are, themselves, being reshaped by IRC.

"Human Talent Management As A Competitive Advantage In Private Educational Institutions"

"Human Talent Management As A Competitive Advantage In Private Educational Institutions"

Decolonization and Democratization in African Countries: The Impact of Liberal Democracy on Political Stability

Since the 1990s, the African continent has experienced dramatic changes in the political sphere. Specifically, as mentioned by Samuel Huntington in The Third Wave: Democratization in the Late Twentieth Century, many Sub-Saharan African countries have undergone democratic transitions, marked by reforms from one-party systems or military rule to multiparty systems with regular elections, a process that prominently features characteristics of Western-style liberal democracy. Despite the fact that African countries employing Western-style democracy have made certain progress in political development and social governance, many African countries that have undergone this political transformation exhibit a lack of political stability. As such, this article studies the development of liberal democracy and political stability in Kenya against the backdrop of the third wave of democratization. Through analyzing the historical and socio-economic contexts of African countries, it argues that the winner-take-all logic of the western representative democracy contradicts with the cultural tradition in African countries, which emphasizes social consensus and consultation. Considering the historical problems left since the colonial era, it adds to the difficulty of applying the western democracy in contemporary African countries, and thus results in the incompatibility between the liberal democracy model and the reality of African social contexts. Consequently, it is argued that the democratization process in Africa requires further exploration and more appropriate combination of advanced political institutions and the local contexts.

Competitive advantage and sustainability in Ghanaian microfinance institutions: the mediating role of strategic capabilities

This study explores the effect of competitive advantage on sustainability within Ghanaian microfinance institutions (MFIs), emphasizing the mediating role of strategic capabilities. We conducted a quantitative analysis using survey data from 500 managers representing 150 MFIs in Ghana, analyzed through structural equation modeling. Our findings indicate that competitive advantages and strategic capabilities have a positive significant influence on MFI sustainability. Additionally, strategic capabilities were found to mediate the relationship between competitive advantage and sustainability within Ghanaian MFIs. This study expands the theoretical framework by incorporating cost differentiation, pricing strategy, focus strategy, market strategy, efficient operations and risk management, innovation in product offerings, target market considerations, and client relationship management. We highlight how MFIs can maintain competitiveness through technology, partnerships, training, career development, and knowledge transfer. This mediated relationship underscores the crucial role of strategic capabilities in achieving sustainable operations. The study provides a conceptual framework for understanding MFI sustainability and offers a roadmap to enhance competitive advantage. By integrating elements from the competitive advantage theory and extending the resource-based view theory, this research contributes to the existing knowledge by clarifying the connections between competitive advantage and sustainability in the context of MFIs. Furthermore, the study addresses the dynamics of competitive advantage, strategic capabilities, and sustainability in a context with limited research. It offers practical implications for policymakers and practitioners, providing insights that can inform targeted interventions to enhance capacities and foster sustainability in the microfinance sector.

Impact of total quality management practices on competitive advantage in Jordan's private higher education institutions

This study aims to determine whether both soft and hard total quality management (TQM) practices influence the creation of competitive advantage in private higher education institutions in Jordan. Primary data were collected through a questionnaire from a sample of 108 academics working in these institutions, using convenience sampling. Descriptive statistics, such as mean and standard deviation, were used to describe the sample. The study employed multiple linear regression analysis, which revealed that both soft and hard TQM practices have a significant positive impact on creating a competitive advantage. The study recommends further research on the role of soft and hard TQM practices, particularly in the business environments of developing countries in the Middle East, with a focus on the manufacturing industries.

MAQASID SHARIAH-BASED DIGITAL ECONOMY MODEL: INTEGRATION, SUSTAINABILITY AND TRANSFORMATION

This research examines the integration of digital economic models within pesantren (Islamic traditional educational institutions) in East Java, Indonesia, with a particular focus on institutions such as Sidogiri, Al-Yasini, and Sintesa. The research examines how these pesantren reconcile digital progress with Maqāsid Shariah principles, balancing the modernization of economic and educational practices with the preservation of Islamic values. Qualitative methods, such as interviews and focus group discussions, are used to capture the transformative journey of these pesantren toward a digital economy. The study highlights how digital technology is being strategically implemented to improve educational outcomes, operational efficiency, and economic growth while adhering to the core aspects of Maqāsid Shariah the protection of faith, life, intellect, offspring, and property. The research highlights the strategic implementation of digital technologies in pesantren, addressing challenges like technical proficiency and cultural integration. The study underscores the strategic importance of digital integration in Islamic educational institutions for socio-economic and cultural advancement in the digital era. This paper provides important insights into the sustainable adaptation of digital models in pesantren by highlighting the importance of Maqāsid Shariah in guiding these institutions through technological change. This research is essential for policymakers, educators, and stakeholders by providing a nuanced understanding of the intersection between Islamic values and digital innovation in the pesantren sector.

Managing Organizational Capital in the Digital Age: A Study of Technology Adoption as a Competitive Advantage in Private Higher Institutions in South Sumatera

This study investigates the management of organizational capital within the context of private higher institutions in South Sumatera, focusing on the adoption of technology as a means to gain a competitive advantage in the digital age. In today's rapidly evolving technological landscape, organizations are compelled to adopt digital innovations to enhance their operational efficiency, educational delivery, and overall performance. Using a qualitative research approach, this study explores the strategies and challenges faced by private higher institutions in South Sumatera as they navigate the complexities of technology adoption. The findings shed light on the various factors influencing the adoption of technology, including organizational culture, leadership support, resource availability, and external pressures. Moreover, the study examines how effective technology adoption contributes to organizational capital enhancement, enabling institutions to differentiate themselves and maintain competitiveness in the dynamic higher education sector. The insights derived from this research provide valuable implications for private higher institutions in South Sumatera and beyond, offering guidance on optimizing technology adoption strategies to harness the full potential of digital tools as a competitive advantage in the contemporary educational landscape.

Evaluation of effective kinetic parameters and adjoint flux distribution using iterated fission probability in the iMC Monte Carlo code

The iterated fission probability (IFP) method enables assessment of adjoint flux-weighted kinetic parameters, i.e., effective kinetic parameters, in Monte Carlo (MC) simulation, an essential capability in modern MC codes. This method can be extended to calculate adjoint flux-weighted quantities within a prescribed phase-space, enabling the estimation of adjoint flux distributions. The iMC Monte Carlo code, developed at the Korea Advanced Institute of Science and Technology (KAIST), is proficient in both calculating effective kinetic parameters and adjoint flux distributions. This paper presents benchmark results verifying the code’s capabilities. Critical device configurations are considered for evaluating kinetic parameters, compared with the Serpent2 code results. Both multi-group and continuous-energy benchmarks are solved to assess IFP-based spatial- and energy-wise adjoint flux distributions, and comparison is made against deterministic transport calculations. Results show that effective kinetic parameters can be accurately estimated, and acceptable adjoint flux distributions can be obtained using the iMC code.

Does integrated talent management foster competitive advantage in higher education institutions?

Orientation: Today, industries and academic institutions across different continents, including those in South Africa, compete for the same talent, which presents the most valuable asset of an organisation. The surge in talent rivalry means that employers need to adopt strategies to distinguish themselves from their rivals.Research purpose: The aim of this study was to develop a conceptual model to better understand how talent management (TM) creates value for higher education institutions.Motivation for the study: Talent management research is primarily built around an exclusive approach to TM, yet how it works in practice and is implemented, conceived and developed in higher education, remains unclear. Hence, this study is needed to understand how integrated TM fosters competitive advantage in higher education institutions.Research approach/design and method: A quantitative research method was, by means of a questionnaire. Primary data were collected from 265 academics across three universities in South Africa. The data were analysed using the Statistical Package for the Social Sciences and Analysis of Moment Structures.Main findings: The results revealed that integrated TM practices (i.e. talent attraction, development and retention) positively contributed to sustainable competitive advantage of higher education institutions.Practical/managerial implications: The study provides a better understanding of the role of integrated TM in improving competitive advantage. Also, the study will help shape the policy-making process on TM in higher education institutions.Contribution/value-add: This study adds value to TM literature by designing a conceptual model for higher education institutions to achieve sustainable competitive advantage.

Development of molecular sex identification method for Asian palm civet (Paradoxurus hermaphroditus) and Small Indian civet (Viverricula indica): a step towards forensic identification

Civet coffee and perfume are premium products in demand worldwide. Consequently, the civet population is threatened by several factors (e.g., the rapidly growing trend of civets being removed from the wild and held in captivity), raising concerns about civet welfare and conservation. In light of this, our aim was to develop a molecular sex identification method for the Asian palm civet (Paradoxurus Hermaphroditus) and the Small Indian civet (Viverricula Indica). We collected five Asian palm civet tissue samples (two male, one female, and two of unknown sex) and one female Small Indian civet from the repository, Advanced Institute for Wildlife Conservation (AIWC). DNA was extracted from all tissue samples using the DNeasy Blood and Tissue Kit. For sex identification, we optimized the PCR conditions to amplify partial fragments of sex-determining region Y (Sry) and the zinc finger X (Zfx) genes using DNA from two male Asian palm civet samples. The PCR amplicons were examined on a 2% agarose gel, and two male civets showed one distinct band at 250 bp (for Sry) and another at 120 bp (for Zfx). To confirm this finding, the PCR amplicons (Sry and Zfx genes) from one male sample were sequenced and % similarity and nucleotide pairwise analysis were calculated. The Sry and Zfx sequences showed 96.99% (for Sry) and 97.78% (Zfx) similarity to the masked palm civet, the only species in the families Paradoxurinae or Viverridae for which sequence data was publicly available. These results confirmed that the optimized PCR conditions are suitable for amplifying the Sry and Zfx genes in the Asian palm civet, which will be helpful for sex identification. Subsequently, we used this optimized method for the sex identification of three Asian palm civets and one Small Indian civet sample obtained from the repository, AIWC. Additionally, we used the method for identification of sex in a seized civet tissue sample received for forensic analysis. This report is the first to focus on developing a method for identifying the sex of Asian palm civets and Small Indian civets. This method will be helpful for researchers working on the ecology and conservation of civet population.

Etch Characteristics of Cobalt Thin Films in High Density Plasma of Cl2/O2/Ar Gas Mixture

Inductively coupled plasma reaction ion etching (ICP-RIE) of cobalt thin films patterned with SiO2 hard masks was performed using Cl2/O2/Ar gas mixture. The etch characteristics of cobalt films in Cl2/Ar gas were examined to determine the roles of Cl2 and O2, respectively. The etch rates and etch profiles of cobalt films were investigated by varying the O2 concentration in Cl2/O2/Ar gas mixture.In the optimized Cl2/Ar gas mixture, systematic etching of cobalt films was performed by changing the etch parameters including ICP RF power, DC-bias voltage, and process pressure. As the DC-bias voltage and process pressure was increased, the etch rate increased and the etch profile improved. Through the etching parameters variation experiment, the etching properties were investigated by adding O2 to Cl2/Ar under optimized conditions. X-ray photoelectron spectroscopy and optical emission spectroscopy were used to investigate the etch mechanism in the Cl2/O2/Ar gas mixture. In addition, scanning probe microscope was used to observe roughness on the etched cobalt surface. Finally, the etching of cobalt films patterned with nanometer-scale in the optimized Cl2/O2/Ar gas mixture was successfully achieved with good etch profile.AcknowledgmentThis research was supported by the Ministry of Trade, Industry & Energy (MOTIE) (20019504) and Korea Semiconductor Research Consortium (KSRC) support program for the development of future semiconductor devices. This work was supported by Korea Institute for Advancement of Technology (KIAT) grant funded by the Korea Government (MOTIE) (P0008458, HRD Program for Industrial Innovation).

Efficiency and mechanism of high surface area mesoporous nanocast NC-LaCoO3 for activating peroxymonosulfate to degrade atrazine in water

A highly active perovskite is needed to activate peroxymonosulfate (PMS) into reactive oxygen species (ROS) to degrade organic pollutants in wastewater. High surface area LaCoO3 was fabricated via nano-casting employing mesoporous silica KIT-6 (a 3D material, first fabricated in Korea Advanced Institute of Science and Technology number 6) as the hard template. The NC-LaCoO3 showed a higher surface area (81.33 m2·g−1), pore volume (0.21 cm3·g−1) and pore diameter (7.78 nm), abundant acidic/basic sites, rich oxygen vacancies (OVs), and easily accessible active sites, as well as higher catalytic efficiency to degrade atrazine than uncast/citric acid-assisted perovskite (CA-LaCoO3), CA-La2O3 and Co3O4. Under the specific experimental condition (PMS concentration: 4.30 mM; catalyst dosage: 0.60 g·L−1; pH: 8.20; atrazine concentration: 10 mg·L−1; and room temperature), in 6.0 min, approximately 19.02 %, 56 %, 29.38 %, and 39.21 % of atrazine were degraded by sole PMS, CA-LaCoO3/PMS, CA-La2O3/PMS and Co3O4/PMS respectively, while it was completely degraded in 4.0 min in NC-LaCoO3/PMS. Moreover, 0.06 mg/L leaching of cobalt was detected during oxidation in the NC-LaCoO3 /PMS process. The NC-LaCoO3 depicted stable catalytic efficiency after six recycling terms. Radical scavengers depicted that SO4•− and •OH were produced as the main reactive species at the initial phase of the catalytic reaction, and subsequently, O2•− and 1O2 were generated as the secondary oxidative species. A comparatively dominant inhibitory effect of methanol compared to TBA suggested that SO4•− was mainly involved in atrazine degradation. XPS, EPR, in-situ ATR-FTIR, EIS, LSV, and chronoamperometric measurements were employed to explore the catalytic reaction mechanism. High catalytic efficiency was ascribed to better textural properties, diffusion-friendly structure, rich oxygen vacancies, and radical species. This research suggests that perovskites with a range of A and B metals can be synthesized by nanocasting using high surface area templates for advanced oxidation processes, especially PMS activation, to remediate organic wastewater.

Ambicultural sensitivity and relational embeddedness in fostering B2B relationship

PurposeThis study aims to explore the interplay of ambicultural sensitivity and relational embeddedness in the quality of B2B relationships. Specifically, it examines how these factors contribute to enhancing the adaptability, collaboration and competitive advantage of multinational corporations and institutions operating within diverse cultural landscapes.Design/methodology/approachUsing an abductive qualitative case study methodology, this study engaged professionals from three diverse multinational corporations in Indonesia − an energy services provider, a logistics services company and a not-for-profit institution. The objective was to explore the integration and implications of ambicultural sensitivity across varied cultural and industry settings.FindingsThis study demonstrates that ambicultural sensitivity − the ability to understand, appreciate and integrate diverse cultural values − enhances B2B relationships through its manifestation in individual and organizational practices. It facilitates a dynamic merging of cultural perspectives and management approaches within intercultural interactions. Furthermore, relational embeddedness is identified as crucial for successful cross-cultural collaboration and innovation. These insights highlight the strategic value of cultural integration and sensitivity in maintaining a competitive edge in the global marketplace.Originality/valueThis study adds to the B2B marketing literature by providing a nuanced understanding of how ambicultural sensitivity and relational embeddedness operate in the context of B2B relationships.

China’s Achievements of Poverty Alleviation, and the Prospects for the Anti-poverty Battle

ABSTRACT In China, the battle to end poverty has now undergone a transformation from quantitative to qualitative poverty alleviation. This shift has been reflected mainly in the form of achievements in rural and regional poverty alleviation, and of poverty alleviation achievements driven by institutional changes. President Xi Jinping’s important discussions on poverty alleviation have played a key role in the adapting of Marxist anti-poverty theory to the Chinese context, and provide scientific guidance for China in its momentous struggle to consign poverty to the past. The institutional advantages of socialism provide a strong guarantee of success for China’s poverty alleviation, and the country’s great achievements in this endeavor also reflect the institutional advantages possessed by China since the reform and opening up. After eliminating absolute poverty, China needs to establish a long-term mechanism to address relative poverty and to consolidate and expand its achievements in the poverty alleviation field.

Ljudska prava i humanizacija izvršenja kazni u historiji Zapadnog Sibira

The purpose of the study is to compare the Prison Reform of 1879 carried out in Russia with the requirements of the Standard Minimum Rules for the Treatment of Prisoners adopted by the United Nations in 1955. The study was conducted on the example of the Tobolsk prison complex of the late XIX – early XX centuries, based on practically achieved results. The sources of the study were the materials of the State Archives of the Tyumen, Omsk, Tomsk regions, as well as the State Archives of the Russian Federation. The methodological basis of the study combines two approaches: modernization and civilizational, using two methods: comparative historical and actualization. The scientific novelty of the work lies in a new look at the Prison Reform of 1879 through modern European standards of the rights of prisoners. The results of the Prison Reform of 1879 were compared with the requirements of the UN on the following grounds: prohibition of discrimination, protection of religious rights, compilation of a register of prisoners, their breakdown into categories, sanitary conditions and nutrition, education, libraries, recreation, work and work of prison inspections. The comparison showed that at the turn of the XIX – XX centuries, the Tobolsk prison complex (“Prison Castle”) was an advanced penitentiary institution of that time, not only generally conforming to European standards of the mid-XX century, but partly surpassing them. The Russian government planned to extend the achieved experience to other places of detention, but the process was interrupted by the revolution of 1905-1907. The results of the study showed that in Russia, the humanization of imprisonment was based not only on the principles of utility and rationalism, but in many respects – on Orthodox ideas of mercy, therefore, initially coincided with future European standards. Meanwhile, some reform measures turned out to be premature, as they were carried out in conditions of exceptional poverty of the rest of the Russian people and the absence of the concept of “human rights” in their lives. This contradiction became one of the links in the system of socio-economic problems that eventually led Russia to revolution.

Strategi Manajemen untuk Keunggulan Kompetitif di Bidang Pendidikan

Strategic management is an analysis, decisions and actions taken by an organization to create and maintain a competitive advantage. This research method uses literature review research conducted by collecting and analyzing related literature from international and national sources in the form of books, journals, and articles. Based on this research, the application of strategic management science in educational institutions can face various challenges due to continuous change and competition and produce educational products (outputs) that are able to display high performance. The purpose of this research is to conduct an analysis related to the understanding and implementation of strategic management in creating a competitive advantage in the field of education, this research also aims to provide an in-depth understanding of the concept of strategic management and how its application can help educational institutions face the challenges of globalization and improve the quality of education. This research also highlights the urgency of implementing strategic management in educational institutions, given the challenges faced due to globalization and increasingly fierce competition. Strategic management is considered the key to creating a competitive advantage for educational institutions, enabling them to control their schools effectively and efficiently and produce superior quality graduates.

Fencing or balancing? An exploratory study of Australian and New Zealand exporters’ strategic responses during the US-China trade war

PurposeA key challenge for exporters and international marketing/purchasing managers is formulating strategic responses to deal with geopolitical disruptions during a trade war between superpowers. While past studies provide insightful analysis of the influence of changes in the institutional environment (regulatory pressures) on national and firm-level trade activities, they tend to ignore the association between inward (sourcing) or outward (export) international activities of firms during a trade war. In this study, we aim to explore various strategic options employed by third-party SME exporters in response to geopolitical disruptions, institutional pressures and constraints during a trade war.Design/methodology/approachWe adopted a qualitative methodology and applied a hermeneutical approach in collecting, analysing and theorising interview findings. We conducted interviews with 15 owners or senior managers from 12 Australian and New Zealand exporters that exported or sourced significantly from at least one party of the trade war, the USA or China, between 2018 and 2020.FindingsOur study developed a typology of fencing vs. balancing for explaining third-party SME exporters’ response strategies in terms of export market and international sourcing locations during a trade war. Fencing strategy centres on location choice decisions based on a fence or a secure buffer zone. Balancing strategy focuses on leveraging opportunities outside the conflict zone, i.e. third-party countries. Our study finds that exporters’ location choice decisions are influenced by a number of institutional factors during the trade war.Research limitations/implicationsFirstly, our study examined only the early phase of the trade war under the “Trump” era. Future research may consider a longitudinal study design that examines exporters’ responses to global political uncertainty over a longer term. Secondly, we chose Australia and New Zealand as the focal context of this study. Future research could investigate exporters from other third-party countries that have different institutional conditions during the US-China trade war.Practical implicationsFirstly, an exporting firm should monitor and assess closely the wider changes in international relations between their home country’s major security partner and major trading partner, and the impact of these changes on the political risks of operating in international locations. Secondly, as the trade war intensifies, the fencing option needs to be given a greater weight than the balancing option in the strategic decision making of an exporter from a third-party country. Lastly, we encourage marketers and managers to reflect on and differentiate short-term and long-term benefits in strategic market-sourcing location decisions.Originality/valueOur study makes a pioneering effort to theorise the linkages between institutional factors and the combined evaluation of export market selection and sourcing location selection choices under global political uncertainty based on the institution-based view. We present a conceptual framework highlighting the importance of institutional avoidance, embeddedness, comparative institutional advantages and multiple institutional logics for SME exporters’ international location selections during the trade war. Furthermore, we combine these institutional factors into two overarching constructs namely institutional buffer and institutional pluralism.

Online marketing and brand awareness for HEI: A review and bibliometric analysis

Background This study conducted a comprehensive bibliometric analysis to identify the gaps in the existing literature related to Online marketing and brand awareness strategies for HEI. It has evaluated the current state of the literature on the given topic showing the pivotal role of online marketing and brand awareness in higher education for enrollment. Methods The study used a web-based application, Biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022. The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study. Results We found that HEI online marketing and brand awareness have not been explored much as it has not reached the stage of maturity. Most of the publication was done during the time of Covid-19. Also, the role of brand awareness in student enrollment decisions for HEI requires more investigation. Top most publications their sources and top authors are identified. Conclusions Bibliometric analysis has provided valuable insights into the seminal work, emerging trends, and the gap in the study. This area of study has been explored but not as much as challenges, and the effectiveness of online marketing tools like seo, sem,ppc and more has not been measured. Further, this paper allows researchers to study by examining the pattern of publications by seeing the different authorships, co-authors, collaborations, relevant sources, and citations. The insights of this paper will help education policymakers devise more creative strategies to increase enrollment, ensuring sustained relevance and competitive advantage in higher education institutions .