The Impact of COVID-19 on Marketing for Higher Education Institutions in Developing Countries: The Case of Lebanon
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| Title: | The Impact of COVID-19 on Marketing for Higher Education Institutions in Developing Countries: The Case of Lebanon |
|---|---|
| Language: | English |
| Authors: | Samer Elhajjar, Laurent Yacoub |
| Source: | Journal of Marketing for Higher Education. 2024 34(2):521-540. |
| Availability: | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Peer Reviewed: | Y |
| Page Count: | 20 |
| Publication Date: | 2024 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | COVID-19, Pandemics, Environmental Influences, Student Recruitment, Developing Nations, Foreign Countries, Institutional Characteristics, Educational Strategies, Higher Education |
| Geographic Terms: | Lebanon |
| DOI: | 10.1080/08841241.2022.2042759 |
| ISSN: | 0884-1241 1540-7144 |
| Abstract: | New marketing strategies, new perspectives, and new trends have emerged significantly due to the COVID-19 pandemic. Many higher education institutions are challenged to adapt to these rapid changes as well as to choose the right marketing approaches. The purpose of this paper is twofold: to explore the COVID-19 impact on marketing for Higher Education Institutions (HEI) in Lebanon and to discover the marketing practices applied by institutions amid the pandemic. Empirical data were gathered through 24 in-depth interviews for the aim of this study. Findings revealed that Lebanese institutions are expected to make substantial changes to their marketing in the COVID-19 business environment; these include new post-pandemic plans for a return to normalcy and shifts in marketing strategies toward digital reinforcement. This paper will help build a more robust theoretical body of knowledge regarding Higher Education Marketing (HEM) in the context of developing countries. |
| Abstractor: | As Provided |
| Entry Date: | 2024 |
| Accession Number: | EJ1450870 |
| Database: | ERIC |
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| Abstract: | New marketing strategies, new perspectives, and new trends have emerged significantly due to the COVID-19 pandemic. Many higher education institutions are challenged to adapt to these rapid changes as well as to choose the right marketing approaches. The purpose of this paper is twofold: to explore the COVID-19 impact on marketing for Higher Education Institutions (HEI) in Lebanon and to discover the marketing practices applied by institutions amid the pandemic. Empirical data were gathered through 24 in-depth interviews for the aim of this study. Findings revealed that Lebanese institutions are expected to make substantial changes to their marketing in the COVID-19 business environment; these include new post-pandemic plans for a return to normalcy and shifts in marketing strategies toward digital reinforcement. This paper will help build a more robust theoretical body of knowledge regarding Higher Education Marketing (HEM) in the context of developing countries. |
|---|---|
| ISSN: | 0884-1241 1540-7144 |
| DOI: | 10.1080/08841241.2022.2042759 |
