A Systematic Review on the Utilization of Digital Marketing Communication Tools in Higher Education Institutions

Abstract

The upsurge of universities both locally and internationally has culminated into intense competition for potential students within the higher education sector. The digital nature of today’s potential students necessitates HEIs to utilize digital marketing communication tools to attract the students. This paper seeks to explore the various digital marketing communication tools employed by HEIs to influence prospective students’ choice of the institution to join. It reviews current literature on digital marketing communication tools utilized by HEIs locally and globally. This study finally presents a systematic review of studies that have been conducted in line with the topic. Whereas several articles have been consulted, only those published from 2011 to 2024 have been included in the review. The study established that whereas HEIs across the globe are using digital marketing communication tools, the most commonly used to communicate educational services are websites and social media especially in developed countries. The study identifies a gap in the exploration of digital marketing communication tools in Ugandan HEIs where the only related studies identified focused only on social media usage. The study concludes that HEIs in under-developed and developing countries need to increase momentum in their use of technologically-enabled marketing communication tools such as social media, websites and university apps to ease access to their education services by this digital generation of applicants. Websites should also be accessible over mobile devices. HEIs should understand their target customers’ needs to enable them align their institutions’ message to the customers.