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Digital Marketing 0 THE IMPACT OF DIGITAL MARKETING ON ONLINE EDUCATION Name Class Instructor Institution City Date
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Digital Marketing 1 The Impact of Digital Marketing on Online Education Introduction Over the past few decades, higher education institutions have invested heavily in information and communications technology. This occurrence has had an unprecedented impact not only on the universities organization, context, but also in learning, and teaching methods (Youssef and Dahmani, 2008). Nonetheless, the changes have been made easier by the rampant growth of the Internet, which has brought together all other conventional communication platforms, such as telephone, personal computers, and television into a complex but effective technological setting. However, for the institutions to reap the benefits of these instrumental transformations there is a need for marketing, which allows them to reach their target consumers to make them aware of their online education courses. More institutions of higher learning are expanding their degree offerings through the internet to expand their clientele base. For this reason, competition in online education is high, which puts pressure on universities and colleges to formulate ways to remain ahead of their competitors (Pindar, 2014). One of the major approaches to gain a competitive advantage is to use digital marketing. Digital marketing emerged from the concept of ranking websites through the internet and the search engines (Banal, 2014); it describes the use of technologies to conduct marketing activities focused on improving consumer knowledge by matching their preferences and needs. Through digital marketing, universities have been able to rebrand themselves in such a way that they become direct sellers, bloggers, content producers, tweeters, or even friends with diverse target clients without having to rely on traditional media to promote their marketing messages. Consumers can connect with the university brands through the expansive internet platform. Notably, the internet has grown and currently offers an array of products to potential consumers for not only tangible
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Digital Marketing 2 items but also intangible ones including knowledge sought by online readers. Nevertheless, the effectiveness of digital marketing in universities has been enhanced by the expanding internet space comprising of different social networks, and university websites (Brigham, 2011). Digital marketing has profound impact on online education given the expansive use of the Internet in the contemporary world. Purpose of the Research The purpose of this research is to explore the effects of digital marketing on online education. Objectives of the Research This research will illustrate how the internet has been useful in promoting online education.
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