Page 193 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Connecting and Converting: The Power of Digital Marketing in Student Recruitment
and Retention

Vaishnavi Katkar*, Sharayu Kakade**, Abhijeet Shivane*** and Gopa Das****

*Student, PGDM, Department of Marketing, Institution of Management Development and Research, Pune,
Maharashtra, India (E-mail: vaishkatkar05@gmail.com)

**Student, PGDM, Department of Marketing, Institution of Management Development and Research, Pune,

Maharashtra, India (E-mail: sharayukakade22@gmail.com)

***Professor, Supply Chain Management, Institute of Management Development and Research, Pune,

Maharashtra, India (E-mail: abhijeet@imdr.edu)

****Assistant Professor, Human Resource Management, Institute of Management Development and

Research, Pune, Maharashtra, India (E-mail: gopa.das@imdr.edu

Abstract

This paper explores the importance of digital marketing in the education sector, focusing on its historical

development, current trends, and future trajectory. It synthesizes scientific literature, case studies, and
empirical data to highlight the transformative potential of digital marketing in attracting, engaging, and

retaining students. The study traces the evolution of digital marketing from traditional methods to a modern
digital ecosystem, examining essential elements such as social media platforms, content marketing strategies,

and data analytics frameworks. It identifies overarching themes, common challenges, and opportunities

shaping the dynamic landscape of digital marketing in the education sector. The paper also analyses case
studies to highlight the practical applications of digital marketing strategies in educational environments, such

as social media recruitment, targeted email campaigns, and augmented reality for virtual campus tours. It also
explores the potential impacts of emerging technologies like artificial intelligence and virtual reality on

education marketing and critically evaluates ethical considerations around data privacy, digital equity, and AI-

based automation. The paper provides practical recommendations for educational institutions to enhance their
digital marketing efforts, including optimizing social engagement tactics, refining content marketing methods,

and applying data-driven decision-making models.

Keywords: Digital Marketing, Education Sector, Student Recruitment, Student Retention, Social Media

Marketing, Content Marketing, Online Presence, Engagement Strategies.

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