DIGITAL AND PHYSICAL MARKETING STRATEGIES IN HIGHER EDUCATION: A MIXED-METHODS ANALYSIS OF STUDENT RECRUITMENT AND ENROLMENT EFFECTIVENESS

The global higher education sector faces unprecedented competition in student recruitment as international mobility increases and digital transformation reshapes marketing landscapes. This study examines the effectiveness of integrated digital and physical (phygital) marketing strategies in influencing student enrolment decisions across international institutions. Using a mixed-methods approach combining quantitative survey data (n=487) from prospective students and qualitative interviews (n=35) with higher education marketing professionals, this research identifies the comparative efficacy of digital marketing channels (social media, email campaigns, content marketing), physical touch points (campus visits, education fairs, direct outreach), and hybrid approaches. Findings reveal that 78% of international students utilize social media platforms during their initial institution research phase, while 65% report that campus visits significantly influenced their final enrolment decision. The study demonstrates that integrated phygital strategies yield a 45% higher conversion rate compared to single-channel approaches. Specifically, institutions combining digital awareness-building with personalized physical engagement experiences achieve superior student recruitment outcomes. These findings provide strategic guidance for higher education institutions seeking to optimize resource allocation in marketing investments while maintaining authentic relationship-building with prospective students in an increasingly digital environment.