The Impact of Digital Marketing in Student Enrollment

Marketing has evolved from a support function into a strategic driver of growth across knowledge-based industries. The education technology sector has experienced particularly rapid transformation in this regard. Traditional textbook concepts such as the marketing mix and the AIDA model provide useful frameworks, but they often fail to address the practical challenges faced by marketing practitioners in real-world settings. These challenges include managing student ghosting after confirmed demo attendance and distinguishing between genuinely interested prospects and casual browsers.

Tech Lab Academy served as the setting for this study. It is a growing EdTech firm offering courses in digital marketing, web development, data analytics, and artificial intelligence tools. Unlike larger platforms with substantial advertising budgets, Tech Lab Academy relies on Instagram, Meta Ads, and WhatsApp to reach prospective students. The intern's role during the four-week period included lead generation, student counselling, and data tracking. Systematic notes were maintained throughout the internship, forming the basis of this paper.