The Importance of a Successful Brand for Enhancing Marketing Performance: Case Study of Two Private Higher Education Institutions in Tizi Ouzou-Algeria
| المصدر: | مجلة الدراسات التجارية والاقتصادية المعاصرة |
|---|---|
| الناشر: | جامعة ابن خلدون تيارت - الملحقة الجامعية قصر الشلالة |
| المؤلف الرئيسي: | Hocine, Lynda (Author) |
| المجلد/العدد: | مج7, ع2 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | جويلية |
| الصفحات: | 132 - 153 |
| DOI: |
10.55624/2382-007-002-008 |
| ISSN: |
2661-7153 |
| رقم MD: | 1490875 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Higher Education Marketing | Branding | Marketing Performance
|
| رابط المحتوى: |
عدد مرات التحميل
5
| المستخلص: |
This study investigates the increasingly competitive landscape of Algerian higher education due to the proliferation of private universities. Employing a qualitative approach through in-depth interviews with key figures from diverse institutions, the research explores the impact of branding strategies on marketing effectiveness and the influence of digital tools in fostering brand equity. The findings unveil a dynamic environment where institutions actively utilize targeted marketing strategies to attract high-caliber students. A robust brand identity emerges as a critical factor in shaping student decisions, while digital tools, particularly social media platforms, play an essential role in outreach and student engagement. To effectively navigate this competitive terrain, the study recommends prioritizing the development of a strong brand identity, leveraging the power of digital marketing strategies, and continuously adapting these approaches to align with evolving student preferences and market trends. |
|---|---|
| ISSN: |
2661-7153 |
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