Using Social Media as a Marketing Tool in Tertiary Institutions: A Case Study of Data Link University, Ghana

Abstract

Social media has provided the platform for producers of goods and services to publicize their products and also to be more competitive through the provision of consumer feedback. In recent times, businesses and business owners are becoming more comfortable with including social media as part of their integrated marketing communications and strategies. This paper examines the role of social media as a marketing tool in stimulating demand for commodities, specifically using social media as a marketing tool to influence prospective candidates in their bid to apply to a particular tertiary institution. We examine the current marketing mix being used by Data Link University College, a private tertiary institution located in Ghana and how the inculcation of social media marketing strategies can help improve the system.

Factors that Influence Students' Decision to Choose a Particular University: A Conjoint Analysis

“…In view of this, institutions all over the world engage in various forms of marketing and recruitment activities and seek ways to make themselves more attractive than other institutions in the eyes of prospective students [24]. An understanding of student choice decision-making has become a primary part of effective strategic enrollment management.…”

“…He also noted that understanding the effects of institutional characteristics on how students make college choices can provide helpful information to develop the most appropriate marketing mix of attractive programs, delivered at appropriate times and places, and at acceptable prices. Better information about how students and institutions interact can be helpful in designing effective marketing strategies, especially in high yield markets [6] [24]. As a result, University choice studies have become an increasingly vital part of strategic enrollment management activities.…”