Tel: +998901234567
Search

No. 10 (2025)
Marketing

Articles

DIGITAL MARKETING TOOLS TO ATTRACT STUDENTS TO HIGHER EDUCATION

Published 2025-10-31

Authors
Isamuxametov Shukurullo Asatullayevich
Affiliation
Manager of the Ministry of Higher Education, Science and Innovation of the Republic of Uzbekistan
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article scientifically analyzes the effectiveness of the integrated application of digital marketing tools – SEO, SMM, influencer marketing, chatbots, and web analytics – in attracting students to higher education institutions in Uzbekistan. Similar to how digital technologies have become a key factor in enhancing efficiency in the healthcare sector, student recruitment in higher education is also viewed as a business process. This process involves managing the applicantʼs continuous journey from awaren ess to admission and enrollment through digital platforms. Such an approach № 10-SON OKTA BR, 2025 -YIL 363 contributes to improving international competitiveness, student experience, and management cost optimization, thereby increasing the overall efficiency of higher education institutions.

Keywords

digital marketing, higher education, student recruitment, SEO, SMM, influencer marketing, chatbots, web analytics, conversion, digital transformation, Study in Uzbekistan

References

  1. Laurenza, E., Quintano, M., Schiavone, F., & Vrontis, D. (2018). The effect of digital technologies adoption in healthcare industry: A case -based analysis. Business Process Management Journal, 24(4), 965 –984. https://doi.org/10.1108/BPMJ -04- 2017 -0084
  2. Vrontis, D., Thrassou, A., & Melanthiou, Y. (2017). Brand management and higher education marketing: A strategic review and implications for the future. Journal of Marketing for Higher Education, 27(2), 232 –245. https://doi.org/10.1080/08841241.2017.1388339
  3. Okonkwo, C. W., & Ade -Ibijola, A. (2021). Chatbots applications in education: A systematic review. Computers and Education: Artificial Intelligence, 2, 100033. https://doi.org/10.1016/j.caeai.2021.100033
  4. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Hoboken, NJ: John Wiley & Sons.
  5. Choudaha, R. (2018). Building sustainable international student recruitment strategy: Integrating data, digital, and diversity. Journal of International Students, 8(3), 1458 –1475. https://doi.org/10.32674/jis.v8i3.53
  6. Vrontis, D., & Papasolomou, I. (2020). Digital and social media marketing in higher education: Implications for global branding. International Journal of Educational Management, 34(9), 1551 –1568. https://doi.org/10.1108/IJEM -02-2020 -
  7. Kaplan, A. M., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of social media marketing in the 21st century. Business Horizons, 63(1), 37 –50. https://doi.org/10.1016/j.bushor.2019.09.003
  8. Lee, J., & Chen, C. (2020). Web analytics for digital recruitment in higher education: Understanding conversion behavior. Computers in Human Behavior, 108,
  9. https://doi.org/10.1016/j.chb.2020.106312
  10. Hollensen, S. (2022). Global marketing (8th ed.). Pearson Education.
  11. UNESCO (2023). Global flow of tertiary -level students. UNESCO Institute for Statistics. Retrieved from https://uis.unesco.org

Downloads

Download data is not yet available.