Dissertation: Impact of Technology on Marketing in Higher Education

This dissertation investigates the impact of technological changes on higher education marketing, focusing on the utilization of various tools and platforms to enhance student learning and improve marketing strategies. It analyzes the effects of technology on student accessibility, course management, and the overall learning experience, especially in the context of the COVID-19 pandemic. The research explores the essential components of successful marketing planning in virtual environments, technological factors influencing the relationship between educational institutions and students, and cross-cultural factors affecting student engagement and loyalty. The study includes a literature review, detailed methodology, data analysis, findings, conclusions, and recommendations, providing insights into the challenges and opportunities presented by technology in the education sector. The dissertation also identifies gaps in current online marketing strategies and suggests improvements to increase brand awareness and student recruitment.