Analyzing Social Media Marketing Initiatives of Educational Institution Towards the Adoption of Customer-Focused Marketing

Seeing through and understanding the client's perception with the aim of developing customer-based marketing strategies for an educational institution is the main purpose of this research analysis. Thus, it focuses on analyzing an educational establishment as they transition from traditional to digital platform. The researcher took a glimpse at the school's marketing initiatives and decided to focus on investigating the social media activities as basis for insights, marketing strategies, and streamline the management of their digital services. Moreover, the study delved into analyzing the lived experiences of clients in the context of phenomenological approach. Furthermore, the study is qualitative in nature which employed thematic analysis to provide meaningful sense making of data. Results revealed that most of the participants are interested in the presence of the educational institution in digital platform and perceived the school as an institution that offers quality education which is also aligned with the school brand they portray. However, findings exposed that poor management of information dissemination, unresponsive to inquiries and lack of feedback in school's digital platform are critical issues that can impact the institution's reputation, client's satisfaction, and overall effectiveness. Thus, this study recommends the adoption of Brand Resonance Pyramid and Segmenting, Targeting, and Positioning (STP) as basis in developing their marketing strategy.