Marketing Practices of Educational Institutions: An Exploratory Study of Franchise Colleges of Punjab

Abstract

This study explores the digital marketing practices employed by franchise colleges in Pakistan, with a particular focus on the province of Punjab. The objective of the research is to understand how franchise colleges utilize traditional and digital marketing strategies, examine the role of digital marketing in increasing student enrolment, and assess its perceived impact on college performance. Data was collected through structured interviews with 20 principals of franchise colleges, who were asked about their marketing strategies, challenges, and the effectiveness of digital tools, such as social media platforms. Findings indicate that franchise colleges employ a mix of conventional marketing methods, such as print media and personal visits, along with digital marketing strategies, predominantly on platforms like Facebook. Although there are disparities in digital marketing execution between franchisers and franchisees, it was found that social media has contributed to increased student enrolment over the past three years. The study highlights the role of digital marketing in overcoming challenges such as low awareness and income limitations. The research also identifies key areas for improvement, such as the need for year-round marketing campaigns and stronger engagement with local communities. This study provides insights for franchisers, franchisees, and academics, offering recommendations for enhancing marketing strategies and better leveraging digital tools in the education sector.