A Study on Online Marketing Strategies Adopted by Higher Education Institution s In Kathmandu for Creating Brand Awareness and Its Impact on Enrolment Decision

Abstract

The education industry has changed with increasing demand for education. Realizing the huge potential of growth and benefit in the education sector, the number of educational institutions has increased. This has caused a fierce competition among educational institutions and made them realize that aggressive marketing strategies need to be adopted to attract the students. The higher education institutions are coming up with innovative ideas to increase their enrollment rate and are shifting to online marketing. Online marketing is a powerful tool to create brand awareness. With the increasing competition among the higher education institutes building brand awareness has become very important. newlineThe objective of the study is to identify the various online marketing strategies adopted by higher education institution, the key factors of online marketing adopted by the higher education institutions, the key factors of brand awareness of institutions higher education in Kathmandu , to compare the impact of online marketing strategies and brand awareness of the enrollment decision process and to develop a conceptual model concerning online marketing, brand awareness, and enrolment decision for the advancement of the higher education institutions in Kathmandu. Through extensive literature review, the gap was identified and hypothesis four hypotheses were developed. To test these hypothesis data was collected from top 10 private higher education institutions students of government and private schools were taken for the study. The study also included parents of the students. Factor analysis was done using SPSS software from which five factors of online marketing (efficacious, awareness, targeting, connectional and openness) and four factors of brand awareness (cognizance, brand attention , brand familiarity and brand trust) were identified. These factors were further confirmed through confirmatory factor analysis and checked through validity test. newline newline