Ineffective marketing communication at a school of technology

Abstract

The education sector has been a surge in competition in recent years, making it essential to adopt innovative marketing strategies. To stay visible, remain competitive and effectively reach target audience, educational institutions must embrace creative and strategic promotional approaches. School of Technology, X University is one of the private universities chosen by many students who seek flexible admission requirements. However, the school is currently facing challenges in lower numbers admission, prompting a comprehensive investigation into the underlying causes. This study, it was supported by internal data and supplemented by interviews with employees and an extensive review of research literature, has identified ineffective marketing communications as the primary issue. After identifying the main problem of ineffective marketing communications in School of technology, this thesis delves into an analysis of the potential causes underlying this problem. Moreover, based on scientific literature to assess and contrast the school’s present position is the basis for identifying the root cause. To effectively address the challenges and mitigate their impact, it is essential to design purpose-driven marketing strategies. The proposed solution is to establish social media marketing goals using the SMART model. This structured approach will help the company focus its efforts, enhance its social media presence, and ultimately boost the number of admissions.