The Impact of Digital Marketing on Brand Awareness and Student Recruitment: A Study of Private Business Schools in South Africa

This paper investigates the impact of digital marketing on brand awareness and student recruitment at private higher education institutions (PHEIs) in South Africa. Using a convergent parallel research design, the study adopts a mixed-methods approach to explore this relationship. The findings highlight the critical role of digital marketing in enhancing brand awareness and driving student recruitment, with social media, Search Engine Optimisation, and email campaigns being key drivers of lead generation. Senior executives recognise the importance of both outbound and inbound channels for engagement and recruitment, particularly in a sector facing increasing competition and resource constraints. However, the study is limited to selected private business schools due to practical, budgetary, and time considerations. The findings offer valuable practical insights into the role, impact, and influence of digital marketing in the private higher education sector. This research contributes to the existing literature by providing a comprehensive examination of how digital marketing shapes the marketing strategies of South Africa’s private business schools.