What is it about?
Social media has provided the platform for producers of goods and services to publicize their products and also to be more competitive through the provision of consumer feedback. In recent times, businesses and business owners are becoming more comfortable with including social media as part of their integrated marketing communications and strategies.
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Why is it important?
It so important because the paper examines the role of social media as a marketing tool in stimulating demand for commodities, specifically using social media as a marketing tool to influence prospective candidates in their bid to apply to a particular tertiary institution. Institutions can use this paper as a measuring rode in checking measures and how to attract students into their institutions.
Perspectives
In this contemporary world, no institution can succeed without the use of social media which currently is being utilized by institutions and organizations all over to reach their target audience, gain a competitive advantage and also boost their image. The paper also examined the current marketing mix being used by Data Link University College, a private tertiary institution located in Ghana and how the inculcation of social media marketing strategies could help improve the system.
Dr. Ben-Bright Benuwa
Data Link Institute
Read the Original
This page is a summary of: Using Social Media as a Marketing Tool in Tertiary Institutions: A Case Study of Data Link University, Ghana, International Journal of Engineering Research in Africa, October 2015, Trans Tech Publications,
DOI: 10.4028/www.scientific.net/jera.20.218.
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