An Empirical Study on the Effect of the Integrated Marketing Communication Strategies in Higher Education Institutions

IMC is a vital marketing strategy for education providers in competitive markets. This study emphasizes the value of consistent communication for marketing to students, building an institution’s brand, and engaging stakeholders. Integration of all communication channels, traditional and digital, provides education institutions the opportunity to gain a competitive edge and grow. Higher education institutions must focus on the comprehensive developing and adopting of IMC processes to strengthen their position in the market and attract more students.

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