Impact of Digital Marketing on Brand Building with Reference to Rayat Bahra University

In present contemporary world, there has been a revolutionary change in the domain of Direct Marketing. The emergence of Digital Marketing (which has originated from Direct Marketing) has expanded by leaps and bounds. The scope and scale of multiple Digital Marketing strategies has surged bearing a strong impact on all the customers in various sectors. The research paper, here, highlights the influence of Digital Marketing in education sector, specifically with reference to Raayat Bahara University in the state of Punjab. The research further augments itself towards exploring the dimension of Brand Building, considering it as a positive outcome of Digital marketing. The research therefore, aimed to study the impact of Digital Marketing strategies in context to University Brand enhancement amongst the students. The research methodology comprises of application of statistical tools like, T-Test, Chi Square Test and Regression with a sample of 300 students (Higher education) to explore the research objectives. The analysis identified the substantial impact of digital marketing techniques on the students aspiring for university admissions. Results also inferred that these techniques lead to the building of strong perceived Brand value of Raayat Bahara University in the student’s mindset in education sector.