The role of e-marketing tools in the higher education students’ career decision-making, career choice satisfaction, and career commitment in post covid era

Mehmet Karakus, Selman Tetik, Ibrahim Keles, Nurettin Can, Sanar Muhyaddin*

*Corresponding author for this work

Research output: Contribution to conferencePresentationpeer-review

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Abstract

This study aims to describe specific aspects regarding the use of e-marketing tools and social media as factors influencing the perception of the image of higher education institutes among their target students. The study will examine the effectiveness of various e-marketing tools and social media usage in the enrolment and recruitment of students after the covid-19 pandemic. The study will employ a mixed methodology by interviewing 25 student recruitment executives and employees at universities in different countries. The data collected from the interview will be thematically analysed. Also, surveying 400 undergraduate and postgraduate students from each country to triangulate the findings. Career choice satisfaction and career commitment scales will also be administered to those students to understand the influence of various marketing tools on their attitudes and motivation regarding their selected career paths. The study is expected to provide a better insight into E- marketing's impact on the student decision making process in higher education institutes in these countries.
Original languageEnglish
Publication statusPublished - 19 May 2022
EventThe 6th Advances in Management and Innovation Conference 2022: Sustainable business innovations for the future: Lessons learnt from COVID-19 - Cardiff Metropolitan University, Cardiff, United Kingdom
Duration: 19 May 202220 May 2022
https://www.cardiffmet.ac.uk/management/research/Pages/Advances-in-Management-and-Innovation-Conference.aspx

Conference

ConferenceThe 6th Advances in Management and Innovation Conference 2022
Abbreviated titleAMI 2022
Country/TerritoryUnited Kingdom
CityCardiff
Period19/05/2220/05/22
Internet address

Keywords

  • social media
  • e-marketing
  • student enrolment

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