Effective Digital Marketing Practices for Increasing GERs in Ahmedabad's Colleges

Abstract

This study examines the perceptions of admission department staff on the effectiveness of digital marketing practices in enhancing the Gross Enrolment Ratio (GER) in higher education institutions in Ahmedabad. The research objectives are twofold: first, to analyse how admission staff perceive the role of digital marketing practices in driving GER, and second, to explore the relationship between demographic characteristics of admission staff and their perceptions. A total of 164 staff members from various colleges in Ahmedabad participated in the study. Findings indicate that digital marketing, particularly social media campaigns and content marketing, is seen as more effective than traditional marketing methods in boosting enrolment. Staff members also highlighted that digital marketing strategies, such as social media and content creation, significantly influence prospective students' decisions. The study concludes that digital marketing practices, particularly social media campaigns and content marketing, are highly effective in increasing the Gross Enrolment Ratio (GER) in colleges. Admission department staff perceive digital marketing to be more efficient than traditional methods in reaching prospective students and influencing their decisions. Social media platforms facilitate direct communication and engagement, while content marketing provides valuable information that helps students make informed choices.