THE EFFECTIVENESS OF BRAND DEVELOPMENT AND MARKETING TOOLS IN HIGHER EDUCATION INSTITUTIONS: AN ANALYSIS OF CRM SOFTWARE
Keywords:
brand development, marketing tools, higher education institutions, CRM software, brand image, student engagement, institutional reputation, customer relationship management, education marketing, digital marketing tools.Abstract
This study explores the effectiveness of brand development and marketing tools in higher education institutions, with a particular focus on the use of Customer Relationship Management (CRM) software. The research analyzes how CRM systems contribute to building a positive brand image, enhancing student engagement, and improving communication between institutions and their stakeholders. By examining practical applications and outcomes, the study provides insights into the strategic role of marketing technologies in strengthening institutional reputation and competitive advantage in the education sector. The findings highlight best practices and challenges in implementing CRM tools for brand management within higher education.
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