The number of higher education institution in Indonesia both public and private increased in\nthe last decade. With this kind of competition, it is more important than ever that universities\nfind new ways to stand out and effectively market themselves to prospective students. The\nimportance of the digital media as commercial platform is generally recognized by now and\nuniversities increasingly adopt online marketing channels compared to traditional ones. A\nvital issue of this research paper is to discover the process by which students use digital\nmedia and more specifically what the mediaâ??s role is in the decision making process of\nchoosing a university. This knowledge on the use of digital marketing in Higher Education\nInstitutions (HEIs) especially as part of university marketing strategies is very crucial in order\nto compete for qualified students. The aim of this paper is to explore the impact of higher\neducation institutions digital marketing on student decision making process. A qualitative\nresearch approach was employed in this study through semi-structured interviews,\nobservation and documentation as data collection methods. This research involves a large\npublic university in Indonesia which is actively engaged in managing institutional digital\nmarketing media particularly at the university department of marketing and public relations.\nCreswell's analysis model was conducted and carried out inductively and interpreted with\nsentences that are logical and easily understood. Findings show that university marketing\nmanagement engages with digital media since it has now become a trend in all the businesses\naround the globe including HEIs. Mostly, students engage social media to seek information\nabout university before choosing the right one. The collaborative and engaging nature of\nsocial media provides an opportunity to balance the educational control since communication\nplatform is built on opinions and experiences of students and other stakeholders.
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