Digital Marketing for Universities in Thailand in the Time of Declining Population Growth

Abstract

Declining global population resulted in lower enrolment in higher education institutions. Many universities in Thailand are experiencing financial difficulties. Therefore, the prominent measure to promote enrolment in these current socio-economic contexts is digital marketing, that is the use of marketing mix through online communication, with the popular media such as website, social media, and applications. The overall marketing strategies include presenting contents and communication that align to needs and behaviors of target groups. Strategies focus on smartphone applications, interesting website, communication in popular social media platforms, and specific personnel assigned upon the investment in modern ICT system and cyber security. All operations are based on data-driven with feedbacks, likewise, proper building reputation and change management strategies are essential.