DIGITAL MARKETING FOR A PREMIER BUSINESS SCHOOL

Rajendra V Nargundkar
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Rajendra V Nargundkar: IIM Indore, India

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: In this case study, a premier business school in Central India runs multiple programs including a flagship two-year Post Graduate Program and a few other programs of different durations for different segments for both executives with prior work experience and currently working (a part-time program). It also runs a doctoral program in full-time and part-time modes aimed at two different segments. Although its flagship program requires little promotion, the other programs need awareness creation and other promotional efforts to enlarge the applicant base and ensure good quality intake. Conventional print advertising is expensive and has shown mixed results with variable quantity of applications year-on-year. The Business School therefore experimented with Digital Marketing for the first time in its history. The case study details the results of this experiment in Digital Marketing. It is a field-based case study with real data and experiences.

Keywords: DIGITAL MARKETING; BUSINESS SCHOOL (search for similar items in EconPapers)
Date: 2016
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