ISSN: 2222-6990
Open access
This conceptual paper examines how higher education institutions (HEIs) can optimise digital promotion strategies to strengthen student recruitment and institutional branding. Using University College Bestari (UCB) as a case context, the study synthesises recent academic literature to propose a theoretical framework grounded in integrated marketing communication (IMC) principles. The review identifies critical variables influencing digital promotional effectiveness platform strategy, content typology, audience segmentation, and performance analytics. Findings suggest that while platforms like Instagram and TikTok foster engagement among prospective students through interactive, visual formats, parents prefer structured sources such as Facebook and official university websites. Authenticity, particularly in peer-generated narratives, emerges as a pivotal factor in building trust. However, challenges including inconsistent messaging, limited analytic capabilities, and inadequate strategic planning hinder campaign impact. As a conceptual study, it does not present empirical findings, but its value lies in offering a theoretically grounded model to guide future research and institutional decision-making. This paper contributes a theoretically grounded model to support HEIs in designing adaptive, data-driven promotion strategies, and offers actionable insights for enhancing brand positioning in an increasingly digital educational landscape.
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