The Role of Digital Marketing in Shaping Student Enrollment Decision: Insights from Engineering Colleges in India

Abstract

This study examines the significance of digital marketing strategies in influencing students’ enrolment decisions at engineering colleges in Tamil Nadu. It investigates the strategies students use when deciding which engineering college to attend in Tamil Nadu, focusing on social media marketing and email marketing, and relationship management in marketing engineering colleges. This study used a survey of students from engineering colleges. The relationships among the study variables were examined using structural equation modelling. The findings indicate that marketing content, the use of social media, and the management of institutional online reputation significantly affect students’ enrolment decisions, whereas email marketing and virtual campus tours are relevant but marginally affect students’ enrolment decisions. This study enables higher education institutions to enhance their digital marketing to facilitate student enrolment. It also focuses on the evolving digital environment and the marketing of education.