A Strategic Plan for Leveraging Data Analytics and Digital Marketing to Enhance Recruitment in the MD/MPH Dual Degree Program

A Strategic Plan for Leveraging Data Analytics and Digital Marketing to Enhance Recruitment in the MD/MPH Dual Degree Program. Manuela Lopez, 2024: Strategic Research Project, Nova Southeastern University, Abraham S. Fischler College of Education and School of Criminal Justice. Keywords: recruitment, digital marketing, data analytics, higher education, MD/MPH program, strategic planning This strategic research project aimed to address challenges facing the MD/MPH Dual Degree Program by conducting a strategic planning process. A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis revealed a critical gap between the low marketing and recruitment performance of the program and the significant external marketing opportunities available. To address this issue, four potential solutions were evaluated, with leveraging social media and digital marketing emerging as the most effective solution. Building on this, I focused on two strategies to enhance recruitment and marketing for the MD/MPH program. To assess these strategies, I used the 40 identified factors to develop the Quantitative Strategic Planning Matrix (QSPM) framework. The strategy to leverage data analytics for continuous improvement emerged as the most attractive, receiving a total attractiveness score (TAS) of 7.40. The final step in the strategic process was to develop an action plan to implement this strategy. The action steps include: (a) increasing online visibility by updating the program website and improving navigation, (b) hosting monthly informational webinars to engage prospective students, (c) gathering feedback from attendees to refine marketing strategies, (d) strengthening partnerships with pre-med advisors to broaden the program's reach, and (e) continuously evaluating recruitment strategies to track progress and make data-driven adjustments. While the literature reviewed supports the effectiveness of data analytics and digital marketing in enhancing recruitment outcomes, there are limitations related to resource allocation and the potential need for specialized expertise in data analytics. It is recommended that the implementation of the action plan be accompanied by ongoing monitoring and evaluation to ensure that the recruitment strategies remain adaptive and responsive to the evolving landscape of prospective student expectations. Longitudinal tracking will help assess the impact of these strategies on recruitment outcomes, ensuring that they continue to meet the program's goals. The findings from this strategic research project provide strong support for the proposed action plan, positioning the MD/MPH Dual Degree Program for sustainable growth and enhanced visibility in a competitive academic environment.