EVALUATING THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN HIGHER EDUCATION INSTITUTIONS

In the current era of digital transformation, the activities of higher education institutions (HEIs) are increasingly influenced by rapid technological development, particularly in the field of marketing management. Adapting marketing practices to the digital environment has become one of the most crucial factors in enhancing the competitiveness of universities in a globalized education market. Therefore, the application of digital marketing strategies enables HEIs to expand their target audience and establish interactive communication with prospective students. Nowadays, tools such as social media, online advertising, SEO, SMM, mobile applications, and Learning Management Systems (LMS) are widely used in higher education marketing.