The use of digital marketing in higher education institutions (HEIs) in Indonesia: An exploratory analysis

This research is based on the idea of digital marketing utilization as one of marketing strategies used by all business entities, either Private or Public. Understanding those opportunity, educational institutions try to involve in this trends by introducing this technology and providing information to their stakeholders. In such environment, knowledge on the use of digital marketing in higher education institutions (HEIs) especially as part of university marketing strategies has become very crucial in order to compete for qualified students. The purpose of this study is to explore the use of digital marketing in Higher Education Institutions (HEIs) as their marketing strategies and its impact on student decision making of university. The study used a qualitative approach with data collection techniques through semi-structured interviews, observation and documentation. This research involves the department of marketing and public relations of a large public university in Indonesia which involve actively in managing institutional digital marketing media. Data analysis using Creswell's analysis model, carried out inductively and interpreted with sentences that are logical and easily understood. Research result shows that university marketing management employs digital media since its now become a trends in all the businesses around the globe including HEIs. In this context, the collaborative and engaging nature of social media provides a communication platform built on opinions and experiences of students and alumni and thus provides an opportunity to balance the educational control.