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ATTRACTING THE STUDENTS FOR HIGHER EDUCATION INSTITUTION IN A DIGITAL WORLD

T. Vasiljeva, J. Vansovica

Abstract

Business digitalization nowadays is not only the recent trend but sooner the changes in human being minds putting all the processes in on-line mode. Digital marketing becomes completely necessary not only for business companies but also in the field of higher education. In Latvia, 71% of the population in the age 15 – 74 in average are using Internet in everyday life ((TNS Latvia Digital, 2016). The digital marketing with it’ alternative definitions as on-line or internet- or web-marketing, is becoming one of the most topical research problem especially in the fields linked to the business digitalization. Higher Education Institutions (HEI) dealing mostly with very young population should pay the particular attention to the web-based communication with the audience. A wide range of researchers [1], [2], [3], [4], [5], etc. distinctly stated the necessity of web-based marketing tools usage and in a digital era for various business needs, attracting the customers, keeping their attention and effective on-line dialog with young generation. The paradigm of seeing only digital world is becoming the solely alternative not only for teenagers but for their parents as well that requires HEI consider on-line communication tools as native integral part of their strategy [6], [7], [8], [9], [10]. The purpose of the research is to explore and investigate the digital marketing strategy of the Universities for developing the recommendations of more effective attracting the students to higher education especially in the current demographic situation. Methodology of the research: Scientific and fundamental literature critical analysis; Primary data gathered by Quantitative method (questionnaire) and Qualitative method (interviews and observation), Data analysis and Interpretation of the results, formulating the conclusions and recommendations. The research period was in the Q1-Q2 2017. The questionnaire contained 43 questions divided into four groups, according to 4 research questions (RQ), 55 respondents from RISEBA University and 40 answers received from other University in Latvia. Four RQ have been stated while the major results are obtained. RQ1: what behaviour type is most appropriate for future students; RQ2: what preferences are the most common considering digital marketing tools; RQ3: to what extent the home page of the University suits the customers’ needs and RQ4: what is the customers’ attitude and feeling about on-line application. Practical implication: the results of the research could be valuable for Universities’ Top Management and for marketing leaders, with set of recommendations in the field of education digital marketing. The authors of the research consider the results as valuable also for the scientists in educational research area for better promotion of value of higher education.

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DOI resolver: doi.org/10.5593/sgemsocial2017/34/S13.006

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