Digital marketing in higher education: Role and prospects

https://doi.org/10.35912/jomabs.v3i1.3741
Published: Nov 27, 2025

Abstract:

Purpose: This study aims to analyze the role, significance, and future prospects of digital marketing in higher education institutions, with a particular focus on student behavior, emerging digital technologies, and the national context of Uzbekistan.

Research Methodology: This research employs inductive and deductive approaches using secondary data from international reports (Statista, DataReportal, OECD), national statistics from Uzbekistan, and comparative analysis of higher education digital marketing practices. The methods include comparative analysis, statistical analysis, trend analysis, and case studies of selected universities.

Results: The findings reveal that 70% of higher education institutions increased their digital marketing budgets in 2024. Video content influences 84% of students’ university choices, while 75% of prospective students rely on social media for information. In Uzbekistan, internet penetration reached 83.3%, and higher education coverage increased to 43%, indicating strong potential for digital marketing expansion. However, many universities still depend on traditional marketing methods and lack structured SEO and CRM strategies.

Conclusions: Digital marketing has become a strategic instrument for enhancing student recruitment, institutional competitiveness, and global visibility. Artificial intelligence, video marketing, personalized communication, and virtual campus tours will dominate future digital marketing practices in higher education.

Limitations: This study relies on secondary data and descriptive analysis without primary survey or experimental validation, limiting causal statistical inference.

Contribution: This study contributes to the limited literature on digital marketing in higher education in Uzbekistan and provides practical strategic insights for universities and policymakers in developing digital-based recruitment systems.

Keywords:
1. Content Marketing
2. Conversion
3. Digital Marketing
4. Gen Z
5. Higher Education
6. SEO
7. Social Media
8. Student Recruitment
9. Video Marketing
Authors:
Shokhrukh Sadikov
Tashkent International University, Tashkent, Uzbekistan
View PDF
How to Cite
Sadikov, S. . (2025). Digital marketing in higher education: Role and prospects. Journal of Multidisciplinary Academic Business Studies, 3(1), 59–69. https://doi.org/10.35912/jomabs.v3i1.3741
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 3 No. 1 (2025): November
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Aarthi, S., Ravikumar, R., Sobirova, K., & Mamadiyarov, Z. (2026). Empowering a Sustainable Future Through Digital Learning and the SDGs Harnessing E-Learning to Create a Sustainable Future (pp. 145-172): IGI Global Scientific Publishing.

    Akilina, O., Zhyltsov, O., & Mykhatska, A. (2019). Monitoring the quality of education as a management tool for changes in higher educational institution. Scientific Journal of Polonia University(33 (2)), 19-27. doi:https://doi.org/10.23856/3302

    Akinwalere, S. N., & Ivanov, V. (2022). Artificial intelligence in higher education: Challenges and opportunities. Border Crossing, 12(1), 1. doi:https://doi.org/10.20319/ictel.2025.151

    Alenezi, M. (2021). Deep dive into digital transformation in higher education institutions. Education Sciences, 11(12), 770. doi:https://doi.org/10.3390/educsci11120770

    Alexander, B. (2020). Academia next: The futures of higher education: Johns Hopkins University Press.

    Botir, U. (2024). Higher Education in Uzbekistan: Transition to Digital Learning. Education Journal, 13(2), 53-58. doi:https://doi.org/10.11648/j.edu.20241302.12

    Cahyani, I., Buriev, K. T., Ngongo, M., Mamadiyarov, Z., Ino, L., Herman, H., . . . Baxtishodovich, S. B. (2025). Exploring the use of TikTok application in enhancing the skill of pronunciation: A case on students’ perception. Studies in Media and Communication, 13(2), 150-158. doi:https://doi.org/10.11114/smc.v13i2.7553

    Chaffey, D., Ellis-Chadwick, F., & Mayer, R. (2009). Internet marketing: strategy, implementation and practice: Pearson education.

    Dhia, M. R., & Melinda, S. (2024). The Influence Of Celebrity Endorser and Brand Image on Purchase Decisions for Somethinc Skincare Products on the Online Shop Platform. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 8(2), 94-100.

    Gabler, C., Seebacher, T., & Seebacher, U. (2025). Case study predictive communication intelligence for educational institutions Mastering CommTech: Unlocking the Potential of Digital Transformation in Corporate Communications (pp. 329-366): Springer.

    Hussain, A., Khan, M., Rakhmonov, D. A., Mamadiyarov, Z. T., Kurbonbekova, M. T., & Mahmudova, M. Q. K. (2023). Nexus of training and development, organizational learning capability, and organizational performance in the service sector. Sustainability, 15(4), 3246. doi:https://doi.org/10.3390/su15043246

    Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6/E). Bask?, Essex: Pearson Education Limited.

    Mamadiyarov, Z. (2025). OLIY TA’LIM TASHKILOTLARINI BOSHQARISH TIZIMIDAGI YUZAGA KELISHI MUMKIN BO ‘LGAN MUAMMOLAR. Inter education & global study(1), 385-395.

    Mamadiyarov, Z., Atajanova, A., Iskandarov, E., & Ahmad, M. (2025). Exploring the Future of Education: A Review of VR, AR, and XR Applications. Critical Ethical and Societal Implications of the Metaverse, 75-108. doi:https://doi.org/10.4018/979-8-3373-3043-3.ch004

    Pratiwi, K. S. A. L., Luh Putu Agustini Karta, N., Ramanita, N. W. S., Aprilia, N. P. N., & Wardani, R. K. (2023). Penerapan Digital Marketing sebagai Media Pemasaran Global Guna Meningkatkan Penjualan Kain Tenun Gringsing Desa Tenganan Pegringsingan Bali. Jurnal Bisnis dan Pemasaran Digital, 2(2), 105-113. doi:https://doi.org/10.35912/jbpd.v2i2.2566

    Quesada, J. A. C., Ugarte, T., & Cortina, G. (2023). Audio-visual consumption of Millennials and Generation Z: preference for snackable content. Doxa. comunicación, 1(36), 303-320.

    Ravikumar, R., Aarthi, S., Rai, P. K., & Mamadiyarov, Z. (2026). Intelligent Code Analysis and Feedback Generation: A New Paradigm in Programming Education AI Applications in Instructional Education Strategies (pp. 137-170): IGI Global Scientific Publishing.

    Ravikumar, R., Aarthi, S., Ruzimova, F., & Mamadiyarov, Z. (2026). Training and Development in AI-Driven Education Scaling Solutions: K-12 to Workforce Transforming Education With Data Science in the AI Era (pp. 267-298): IGI Global Scientific Publishing.

    Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation: Kogan Page Publishers.

    Shalihati, F., Sumarwan, U., Hartoyo, H., & Yuliati, L. N. (2025). Mapping customer relationship management research in higher education: trends and future directions. Administrative Sciences, 15(2), 68. doi:https://doi.org/10.3390/admsci15020068

    Tapa, I. G. F. S. (2025). The Influence of Instagram Promotion, Word of Mouth, and Service Quality on Purchase Decision. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 9(1), 104-114. doi:https://doi.org/10.61401/relevansi.v9i1.275

    Yansah, R., Maulana, A., & Shihab, M. S. (2025). The effect of personal selling and relationship marketing on customer loyalty and satisfaction as an intervening variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325

    Zhao, B., & Zhou, J. (2024). Research hotspots and trends in digitalization in higher education: A bibliometric analysis. Heliyon, 10(21). doi:https://doi.org/10.1016/j.heliyon.2024.e39806

    Zhukovskaya, I., Xashimxodjayev, S., & Pilipenko, E. (2021). Digital technological solutions are an important factor in the effective development of higher education in the Republic of Uzbekistan. Paper presented at the SHS Web of Conferences.

    ?????????, ?., & ???????, ?. (2025). Digital transformation: a comparative analysis of information and communication technologies and media in Kazakhstan and Uzbekistan. Herald of Journalism, 75(1), 106-123. doi:https://doi.org/10.26577/HJ2025751010

  1. Aarthi, S., Ravikumar, R., Sobirova, K., & Mamadiyarov, Z. (2026). Empowering a Sustainable Future Through Digital Learning and the SDGs Harnessing E-Learning to Create a Sustainable Future (pp. 145-172): IGI Global Scientific Publishing.
  2. Akilina, O., Zhyltsov, O., & Mykhatska, A. (2019). Monitoring the quality of education as a management tool for changes in higher educational institution. Scientific Journal of Polonia University(33 (2)), 19-27. doi:https://doi.org/10.23856/3302
  3. Akinwalere, S. N., & Ivanov, V. (2022). Artificial intelligence in higher education: Challenges and opportunities. Border Crossing, 12(1), 1. doi:https://doi.org/10.20319/ictel.2025.151
  4. Alenezi, M. (2021). Deep dive into digital transformation in higher education institutions. Education Sciences, 11(12), 770. doi:https://doi.org/10.3390/educsci11120770
  5. Alexander, B. (2020). Academia next: The futures of higher education: Johns Hopkins University Press.
  6. Botir, U. (2024). Higher Education in Uzbekistan: Transition to Digital Learning. Education Journal, 13(2), 53-58. doi:https://doi.org/10.11648/j.edu.20241302.12
  7. Cahyani, I., Buriev, K. T., Ngongo, M., Mamadiyarov, Z., Ino, L., Herman, H., . . . Baxtishodovich, S. B. (2025). Exploring the use of TikTok application in enhancing the skill of pronunciation: A case on students’ perception. Studies in Media and Communication, 13(2), 150-158. doi:https://doi.org/10.11114/smc.v13i2.7553
  8. Chaffey, D., Ellis-Chadwick, F., & Mayer, R. (2009). Internet marketing: strategy, implementation and practice: Pearson education.
  9. Dhia, M. R., & Melinda, S. (2024). The Influence Of Celebrity Endorser and Brand Image on Purchase Decisions for Somethinc Skincare Products on the Online Shop Platform. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 8(2), 94-100.
  10. Gabler, C., Seebacher, T., & Seebacher, U. (2025). Case study predictive communication intelligence for educational institutions Mastering CommTech: Unlocking the Potential of Digital Transformation in Corporate Communications (pp. 329-366): Springer.
  11. Hussain, A., Khan, M., Rakhmonov, D. A., Mamadiyarov, Z. T., Kurbonbekova, M. T., & Mahmudova, M. Q. K. (2023). Nexus of training and development, organizational learning capability, and organizational performance in the service sector. Sustainability, 15(4), 3246. doi:https://doi.org/10.3390/su15043246
  12. Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6/E). Bask?, Essex: Pearson Education Limited.
  13. Mamadiyarov, Z. (2025). OLIY TA’LIM TASHKILOTLARINI BOSHQARISH TIZIMIDAGI YUZAGA KELISHI MUMKIN BO ‘LGAN MUAMMOLAR. Inter education & global study(1), 385-395.
  14. Mamadiyarov, Z., Atajanova, A., Iskandarov, E., & Ahmad, M. (2025). Exploring the Future of Education: A Review of VR, AR, and XR Applications. Critical Ethical and Societal Implications of the Metaverse, 75-108. doi:https://doi.org/10.4018/979-8-3373-3043-3.ch004
  15. Pratiwi, K. S. A. L., Luh Putu Agustini Karta, N., Ramanita, N. W. S., Aprilia, N. P. N., & Wardani, R. K. (2023). Penerapan Digital Marketing sebagai Media Pemasaran Global Guna Meningkatkan Penjualan Kain Tenun Gringsing Desa Tenganan Pegringsingan Bali. Jurnal Bisnis dan Pemasaran Digital, 2(2), 105-113. doi:https://doi.org/10.35912/jbpd.v2i2.2566
  16. Quesada, J. A. C., Ugarte, T., & Cortina, G. (2023). Audio-visual consumption of Millennials and Generation Z: preference for snackable content. Doxa. comunicación, 1(36), 303-320.
  17. Ravikumar, R., Aarthi, S., Rai, P. K., & Mamadiyarov, Z. (2026). Intelligent Code Analysis and Feedback Generation: A New Paradigm in Programming Education AI Applications in Instructional Education Strategies (pp. 137-170): IGI Global Scientific Publishing.
  18. Ravikumar, R., Aarthi, S., Ruzimova, F., & Mamadiyarov, Z. (2026). Training and Development in AI-Driven Education Scaling Solutions: K-12 to Workforce Transforming Education With Data Science in the AI Era (pp. 267-298): IGI Global Scientific Publishing.
  19. Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation: Kogan Page Publishers.
  20. Shalihati, F., Sumarwan, U., Hartoyo, H., & Yuliati, L. N. (2025). Mapping customer relationship management research in higher education: trends and future directions. Administrative Sciences, 15(2), 68. doi:https://doi.org/10.3390/admsci15020068
  21. Tapa, I. G. F. S. (2025). The Influence of Instagram Promotion, Word of Mouth, and Service Quality on Purchase Decision. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 9(1), 104-114. doi:https://doi.org/10.61401/relevansi.v9i1.275
  22. Yansah, R., Maulana, A., & Shihab, M. S. (2025). The effect of personal selling and relationship marketing on customer loyalty and satisfaction as an intervening variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325
  23. Zhao, B., & Zhou, J. (2024). Research hotspots and trends in digitalization in higher education: A bibliometric analysis. Heliyon, 10(21). doi:https://doi.org/10.1016/j.heliyon.2024.e39806
  24. Zhukovskaya, I., Xashimxodjayev, S., & Pilipenko, E. (2021). Digital technological solutions are an important factor in the effective development of higher education in the Republic of Uzbekistan. Paper presented at the SHS Web of Conferences.
  25. ?????????, ?., & ???????, ?. (2025). Digital transformation: a comparative analysis of information and communication technologies and media in Kazakhstan and Uzbekistan. Herald of Journalism, 75(1), 106-123. doi:https://doi.org/10.26577/HJ2025751010