The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon

Samer Elhajjar and Laurent Yacoub

Journal of Marketing for Higher Education, 2024, vol. 34, issue 2, 521-540

Abstract: New marketing strategies, new perspectives, and new trends have emerged significantly due to the COVID-19 pandemic. Many higher education institutions are challenged to adapt to these rapid changes as well as to choose the right marketing approaches. The purpose of this paper is twofold: to explore the COVID-19 impact on marketing for Higher Education Institutions (HEI) in Lebanon and to discover the marketing practices applied by institutions amid the pandemic. Empirical data were gathered through 24 in-depth interviews for the aim of this study. Findings revealed that Lebanese institutions are expected to make substantial changes to their marketing in the COVID-19 business environment; these include new post-pandemic plans for a return to normalcy and shifts in marketing strategies toward digital reinforcement. This paper will help build a more robust theoretical body of knowledge regarding Higher Education Marketing (HEM) in the context of developing countries.

Date: 2024
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DOI: 10.1080/08841241.2022.2042759

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