Business Development & Management Graduate

Thesis title:
The Importance of Social Media for Higher Education Marketing: A Quantitative Study of Generation Z’s Information-Seeking and Decision-Making in Choosing a Degree Program.

Graduate’s statement
"Higher education serves as a driver of innovation, economic development, and personal growth. In an era of digital information overload and an increasing range of degree programs, it is becoming ever more important for higher education institutions to establish a clear position and communicate authentically on social media in ways that resonate with their target audiences. A strategically designed social media communications strategy that specifically addresses Generation Z’s information needs builds trust and provides guidance throughout the process of choosing a degree program. To remain competitive in the future in the race to attract students, higher education institutions should regularly evaluate their existing social media activities and proactively adapt them to changing platform dynamics, audience expectations, and technological advances. I am delighted that this award will bring visibility to my research findings and enable them to contribute to the further development of higher education marketing in ways that resonate with target audiences!"