Evaluating the Effectiveness of Digital Strategies in Student Recruitment: A Case Study of Amity University Raipur Marketing
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Evaluating the Effectiveness of Digital Strategies in Student Recruitment: A Case Study of Amity University Raipur Marketing
Authors:
Gagan Kesharwani, Dr. Shilpa Pandey
Gagan Kesharwani, BBA Final Year Student, Amity Business School, Amity University Raipur, India
Dr. Shilpa Pandey, Assistant Professor, Amity Business School, Amity University Raipur, India
Abstract: This research paper explores the role of digital marketing in shaping prospective students’ decisions to enroll at Amity University Raipur. Employing a quantitative survey methodology with 82 student participants, the study analyzes the impact of digital platforms including Instagram, the university’s official website, webinars, and direct engagement tools on recruitment outcomes. The findings indicate that interactive and personalized digital communication significantly enhances prospective students’ engagement and decision-making. The study concludes with strategic recommendations to amplify marketing effectiveness via enhanced visual storytelling, targeted content, and real-time digital interaction, providing actionable insights for higher education institutions operating in Tier-2 cities.
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