Sustaining Adaptation to the New Normal: Tenacity and Originality in Higher Education Marketing After the COVID-19 Pandemic

Abstract

This study delves into the response of higher education institutions around the world to the COVID-19 pandemic, focusing on their capacity to sustain adaptation, resilience, and innovation while upholding their educational mission in a post-COVID-19 environment. The transition from semi-structured setups to more methodological systems, tailored to the post-COVID-19 era, is examined. The analysis assesses the strategies employed by these institutions to safeguard their academic communities from misguided practices. Findings from the study highlight the emergence of novel approaches by educators and the readiness of teachers to adapt to the new normal post-COVID-19. This adaptation is facilitated by cutting-edge technologies, which offer substantial support for flexibility and innovation. The chapter also presents an overview of the applications used by higher education institutions in response to the pandemic, underscoring the vital qualities of resilience and innovation in the transition to the new post-COVID-19 normal.