Category - Nektarios S. MAKRYDAKIS

University of the Aegean, Greece


The Role of Digital Marketing in Public Higher Education Organizations in Attracting Younger Generations

Digital transformation of marketing in the public institutions of higher education in Greece, has a key role in the context of the digital revolution. The study aimed at investigating the perceptions and views explicitly or implicitly, of the representatives of the administration of Greek public universities about the relationship between the application of digital marketing and the attraction of students. The study adopted a qualitative research method conducting in-depth interviews with rectors and vice-rectors of 10 representative Greek Universities. Results indicated that administrators believe that digital marketing has a great impact in attracting students, especially young people preparing to graduate from high school. The adoption of digital marketing by the Greek public university is of high priority due to the fact that it influences prospective students in terms of their university choice.

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