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Dissertation Proposal 1 DISSERTATION PROPOSAL: THE IMPACT OF DIGITAL MARKETING ON ONLINE EDUCATION Name Class Instructor Institution City Date
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Dissertation Proposal 2 Dissertation Proposal: The Impact of Digital Marketing on Online Education Introduction Online education has gained prevalence over the past. Whereas classroom learning remains the dominant mode of getting education in the modern society, it is undeniable that many people throughout the world no longer want to be tied to a particular place and/or time to get an education. This has been confirmed by the data from the National Center for Education Statistics (NCES), which show that about 25% of all college and university students in the U.S. are enrolled in distance learning courses (Kena, Musu-Gillette, Robinson, Wang, Rathbun, Zhang, Wilkinson-Flicker, Barmer and Velez 2015). Moreover, other than the high prevalence of the notion among educational stakeholders that online education is as good and efficient as face- to-face education, many institutions of higher learning have integrated distance learning into their long-term institutional strategy. This is majorly because, while distance learning is cheaper and easier to execute, it is convenient and appealing to a significant percentage of the target population of college and university enrollment. Given that distance learning is executed through the digital media, it is doubtless that everyone who is interested in this mode of learning has a way to access the Internet. In fact, Internet penetration around the world is current at its all time high, with about 49.2% of the world’s population having access to it (Internet World Stats 2017). Thence, institutions of higher learning have implemented comprehensive digital marketing systems, which they use to promote their online programs among the global population that has access to the Internet. In particular, the constantly increasing number of subscribers to social media platforms has been a huge motivating factor for the embracement of digital marketing strategies by colleges and universities (Simonson, Smaldino, Albright and Zvacek 2014). Billions of people, of which a majority are
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Dissertation Proposal 3 youths, have active social media accounts on different platforms with the dominant ones being Facebook, Twitter, LinkedIn, Google Plus, Instagram, My Space. As such, by implementing an effective digital marketing strategy, colleges and universities are able to promote their programs on social media platforms, engage their audience in real time conversations, and convince them to enroll in online education regardless of their geographical locations and/or professional commitment, especially since this form of education is very flexible in terms of schedule and only requires one to attend virtual classrooms. Other channels of digital marketing that institutions of higher learning are using to reach out to the target audience and increase their enrolment rate in distance learning are Search Engine Optimization, SMS Marketing, email
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