Impact of COVID-19 Pandemic on the Marketing Strategies of Learning Institutions

Abstract

This study endeavors to analyze the impact of the COVID-19 pandemic on the marketing strategies of learning institutions. The study seeks to identify the means by which these institutions have adapted their marketing approaches, the consequences of such adaptations on enrollment, recruitment, and retention rates, as well as utilization of digital marketing channels, financial challenges, and recommendations for effective adaptation. The sample group was 400 executives or managers of learning institutions. The questionnaire was used as a research instrument for data collection. Descriptive statistics, including frequency, means and standard deviation were utilized to analyze the collected data. Inferential statistics including Chi-square test were also performed to investigate the hypotheses. This study provides insight into the impact of the COVID-19 pandemic on the marketing strategies of learning institutions. The study identifies the need for these institutions to adapt their marketing strategies to the present circumstances, prioritize the adoption of digital marketing channels, and collaborate with other institutions to develop cost-effective marketing strategies. The recommendations will help learning institutions overcome the challenges brought about by the pandemic and ensure their continued success in the education sector.