Digital Marketing for Enhancing Education Export in Bangladesh: Challenges and Opportunities for KAMK
Ovi, Md Tazin Pervez (2019)
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This research aims at exploring the challenges and opportunities that may be faced by KAMK if the university goes for promoting education export in Bangladesh using digital marketing. Education export has become a common phenomenon for universities in devel-oped countries. Being an economically growing country with large population, Bangladesh is a prospective market for education export. Due to high penetration of internet in Bang-ladesh digital marketing is a suitable technique for promotion of KAMK’s education service. This research used mixed method approach i.e. both quantitative and qualitative research method. Data were collected by interviewing officials of KAMK, the current Bangladeshi students studying in KAMK and surveying the prospective college and university students from Bangladesh. The research found that, the main challenges of education export in Bang-ladesh are financial constraints of students, visa processing problem and language and entry test. The challenges for digital marketing are to reach potential students and inform them about KAMK degree programs and facilities by allocating a suitable plan for digital market-ing. The benefits of digital marketing are low cost and wide reach of digital marketing and effective reach of target students. The University should also invest in its SEO for improving search engine ranking.