IDEAS home Printed from https://ideas.repec.org/a/ddj/fserec/y2023p338-351.html
   My bibliography  Save this article

Digital Transformation in Education: A Case Study on Faculty Rebranding and Student Involvement in Marketing Campaigns

Author

Listed:
  • Andrei Alexandru Panait

    (Dunarea de Jos University of Galati, Romania)

  • Denisa Tatiana Leonte

    (Dunarea de Jos University of Galati, Romania)

Abstract

This article explores the digital marketing strategy employed by the Faculty of Economics and Business Administration in Galați, with a particular focus on the crucial involvement of student volunteers in this process. Against the backdrop of digitalization and the prioritization of "digital natives," the investigation reveals how the engagement of students in social media marketing (SMM) campaigns aids in the development of the institution's brand equity. The recruitment and training procedures for student volunteers, their role in fostering interaction with the intended audience, and their contribution to enhancing the university's brand are all subjected to analysis. The efficacy of this participatory strategy is underscored, as demonstrated by its positive influence on student retention rates and the cultivation of stronger connections with various stakeholders. The article concludes by offering strategic recommendations for the continuous adaptation to the evolving educational and technological landscape.

Suggested Citation

  • Andrei Alexandru Panait & Denisa Tatiana Leonte, 2023. "Digital Transformation in Education: A Case Study on Faculty Rebranding and Student Involvement in Marketing Campaigns," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 338-351.
    • Handle: RePEc:ddj:fserec:y:2023:p:338-351
    DOI: https://doi.org/10.35219/rce20670532176
    as

    Download full text from publisher

    File URL: http://rce.feaa.ugal.ro/images/stories/RCE2023/Panait_Leonte.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.35219/rce20670532176?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddj:fserec:y:2023:p:338-351. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gianina Mihai (email available below). General contact details of provider: https://edirc.repec.org/data/fegalro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.