EMBRACING DIGITAL TECHNOLOGIES IN GHANAIAN UNIVERSITIES

Ghanaian Universities have embraced digital marketing technologies in recent times. The use of social media, search engine optimization, email marketing, paid search, and content marketing has become a popular way for universities to communicate with students, prospective students, staff, and alumni.

The digital environment has brought a lot of changes to Ghanaian universities. With the rapid expansion of educational technologies, many universities have started incorporating digital tools in their teaching and learning process. This has led to several benefits including increased access to educational resources for students and improved communication between faculty members and students. However, there are also challenges that come with the adoption of these new tools, such as inadequate infrastructure and technological expertise among staff and students. Despite these challenges, Ghanaian universities continue to make strides towards adopting more digital solutions in order to improve academic outcomes and prepare graduates for the twenty-first-century workforce.

Using digital marketing technologies allows Ghanaian universities to reach a wider audience and showcase their offerings in a timely and cost-effective manner. The following are some of the digital technologies utilised by Ghanaian universities.

Social media platforms have become an essential part of universities' digital marketing strategies. Popular sites such as Facebook, Twitter, and Instagram provide universities with the opportunity to reach out to students in real-time. Ghanaian universities use social media platforms to share news, upcoming events, and campus life through videos, pictures, and posts. Social media platform also provides the opportunity to promote blogs or generate traffic towards resources.

Search engine optimization (SEO) is another digital marketing technology employed by Ghanaian universities. SEO ensures that a University's website appears at the top search engine results page for queries relevant to its offerings. For instance, a student searching for a Computer Science program in Ghana will see a University's website even if they don't have the university's name in mind. SEO is a reliable source of traffic that ensures a university's visibility online, thereby assisting students in finding the university and the programs it offers.

DC: ACD01-F009

Email marketing is a cost-effective digital marketing technology that has been used by Ghanaian Universities to communicate with students, staff, and alumni. Universities use newsletters or promotional materials about upcoming academic programs or events, conferences, and job opportunities. Email marketing is one of the most effective ways of reaching out to prospective students because of the high open rates and high conversion rates.

Alongside email marketing, website design is also crucial in attracting students. A website that is not only visually appealing, but that is also easy to navigate, can be a key factor in whether potential students will ultimately apply. Websites must be mobile-friendly, as more students use mobile devices to browse the internet. Universities must also ensure that their website's content is clear, concise, and informative to accommodate the short attention span of today's internet user.

Paid search ads are another digital marketing technology leveraged by Ghanaian universities. Paid search ads allow universities to buy ad space on search engine results pages. It delivers targeted ads to students searching for courses or programs related to what the universities offer. It ensures the right ad is shown to the students searching online, increasing the university's visibility web page.

The use of digital marketing technologies by Ghanaian universities is effective in creating engagement with students and reaching out to a wider audience. Social media, search engine optimization, email marketing, paid search, and content marketing have become essential tools in building a high-quality brand image, accelerating growth, and promoting academic excellence. Universities that invest and effectively utilize digital marketing tools are likely to experience growth in student enrolment, academic quality, and a stronger brand reputation.

In conclusion, for Ghana's universities to attract and retain students, they must take advantage of digital marketing technologies to stand out in this highly competitive market and ultimately attract more students who are seeking higher education in Ghana.

DC: ACD01-F009

SECTION A- Compulsory

QUESTION ONE

Using a Ghanaian University of your choice, you have been asked to produce a 3-year digital marketing plan. Your plan should cover ONLY the following elements.

(a) Critically examine your chosen universitys ability to deal with the impact and influence of the FIVE (5) forces within the digital micro and macro environment.

(10 marks)

(b) Create a vivid ideal customer persona based on the following characteristics; customer profile, personality, demographics, preferred digital channels, goals, frustrations and motivations.

(10 marks)

(c) State and explain FIVE (5) digital marketing objectives you want your chosen university to achieve within the next three years.

(5 marks)

(d) Describe into details FIVE (5) metrics that your chosen university will use to monitor performance and measure success of any of the digital technologies described in the case study. (5 marks)