Digital Transformation in Education: A Case Study on Faculty Rebranding and Student Involvement in Marketing Campaigns

Andrei Alexandru Panait and Denisa Tatiana Leonte
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Andrei Alexandru Panait: Dunarea de Jos University of Galati, Romania
Denisa Tatiana Leonte: Dunarea de Jos University of Galati, Romania

Risk in Contemporary Economy, 2023, 338-351

Abstract: This article explores the digital marketing strategy employed by the Faculty of Economics and Business Administration in Galați, with a particular focus on the crucial involvement of student volunteers in this process. Against the backdrop of digitalization and the prioritization of "digital natives," the investigation reveals how the engagement of students in social media marketing (SMM) campaigns aids in the development of the institution's brand equity. The recruitment and training procedures for student volunteers, their role in fostering interaction with the intended audience, and their contribution to enhancing the university's brand are all subjected to analysis. The efficacy of this participatory strategy is underscored, as demonstrated by its positive influence on student retention rates and the cultivation of stronger connections with various stakeholders. The article concludes by offering strategic recommendations for the continuous adaptation to the evolving educational and technological landscape.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fserec:y:2023:p:338-351

DOI: 10.35219/rce20670532176

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