MEASURING WHAT MATTERS: THE IMPACT OF DIGITAL MARKETING CAMPAIGNS IN HIGHER EDUCATION INSTITUTIONS

Author: Philippines

Abstract

This research investigates the strategic evolution of the global education sector, with a particular emphasis on the Philippines, where Higher Education Institutions (HEIs) are increasingly embracing commercial and marketing strategies. This transformation is driven by heightened competition and the urgent necessity for HEIs to improve their visibility, branding, and institutional reputation in the digital age. While digital and cyberspace marketing allow institutions like National University-Dasmariñas to expand their outreach, there is a notable lack of research focusing on the specific local challenges faced by Philippine HEIs in utilizing digital marketing to connect with prospective students and their parents. Guided by Facet Theory, this qualitative study seeks to cultivate a localized and detailed understanding of digital marketing practices within the Philippine context. Its primary objectives are threefold: to explore the digital marketing tools and strategies employed by HEIs such as National University-Dasmariñas; to evaluate their effectiveness in attracting and retaining parents by analyzing their influence on decision-making processes; and to assess parents’ perceptions of these digital initiatives, including their views on credibility and usefulness. Through purposive sampling, the research conducts semi-structured, in-depth interviews with prospective parents at National University-Dasmariñas to uncover barriers and opportunities in the implementation of effective digital marketing strategies. The findings of this study provide actionable recommendations to enhance digital marketing frameworks for HEIs, thereby improving institutional outreach and competitive positioning in the Philippines. These insights contribute to the advancement of Sustainable Development Goals (SDG) 4 Quality Education and SDG 17 Partnerships for the Goals, by promoting more effective engagement between educational institutions and their key stakeholders.