Digital Marketing in Online Education Services

Digital Marketing in Online Education Services

Surabhi Singh (Jaipuria School of Business, India)
DOI: 10.4018/978-1-5225-5187-4.ch038


Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.
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Literature Review

Figure 1.

The race planning template (Source: Digital Marketing Planning Template, Smart Insights, 2013)


Figure 1 presents a classical digital marketing planning framework. The internet has had a relatively disappointing impact as an educational resource (e.g. Cole & Hilliard, 2006), especially considering concerns about its use (e.g. Richards et al. 2008). Khan and Mahapatra (2009) has found that technology plays a vital role in improving the quality of services provided by the business units.

The online channel are used by McDonald to support brand messages and relationships. They have built online communities for children, such as the Happy Meal website with entertaining games to keep customers always close to themselves (Rowley 2004). The effect of the digital technologies and particularly the Internet in the 21st century post-secondary classroom is absolute and dramatic (Tamim et al., 2011).

(Day, 2011) has drawn the need for expertise of digital marketing skills across industry and the loss that can be done if this skill set is not present. Waghmare (2012) has indicated that many countries in Asia are taking advantage of e-commerce through opening up, which is essential for promoting competition and diffusion of Internet technologies.

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