REPOSITIONING HIGHER EDUCATION IN A GLOBALLY CONNECTED WORLD: DIGITAL KNOWLEDGE, SOCIAL MEDIA AND NEUROMARKETING
M. Van Dorn1
, F.A. Ricci2
1The Washington Post (UNITED STATES)
2Nova Southeastern University (UNITED STATES)
Academic institutions adapting to changing marketing communications will survive and prosper in the upcoming years. Marketing of higher education is surging digital knowledge to the internet with online and social media strategies creating diverse multimedia campaigns. Universities are partnering with global higher education technology (e-text) and service firms to produce sophisticated marketing strategies geared to attract perspective students in the expanding higher education competitive market. Cited successful online campaigns provide several successful alternatives for local and global marketing strategies. Enrollment trends demonstrate that the 21st century student targeted is most receptive to personalized webbased marketing that utilize social media, search engines, and online web information. The future of marketing in higher education may lie in neuroscience research. Neuromarketing is emerging as a method of assisting with new marketing strategies by studying the brain’s neuron responses to emotional visual stimuli. Brain based research may provide answers to the decision making process of the potential enrollees who access and review digital information. The virtual world has become the most effective method in reaching perspective students who will become the engines of our future society.