An Analysis of Information Distribution Platforms and Practices by Higher Education Staff to Prospective Students: A Digital Economy Perspective on Higher Education in South Africa

Information distribution to prospective students constitutes a strategic element in enhancing the competitiveness of higher education institutions (HEIs) within the digital economy era. This study aims to evaluate the information distribution platforms and practices employed by HEI staff in South Africa, focusing specifically on the Midlands campuses of the Durban University of Technology (DUT). A qualitative approach was utilized, incorporating semi-structured interviews with twelve participants through both individual interviews and focus group discussions. Secondary data were procured from the official websites of DUT and the Central Applications Office (CAO), alongside official and unofficial social media platforms. Findings reveal that information distribution strategies encompass direct interaction, traditional print materials, and digital platforms. However, several impediments were identified, including access disparities, outdated information, and digital security concerns. The study recommends the enhancement of cybersecurity measures and the optimization of social media utilization at the faculty level to fortify higher education marketing strategies.