مجلة المنتدى للدراسات والابحاث الاقتصادية
Volume 9, Numéro 2, Pages 363-373
2025-12-07
Marketing A Paid Bachelor Program At Onaizah Colleges: A Comprehensive Case Study On Strategic Success
Authors : Ahmed Medjedel .
Abstract
The higher education sector is navigating a period of profound transformation, with private institutions facing unprecedented competition for student enrollment. This paper presents a compelling case study of Onaizah Colleges’ remarkably successful marketing campaign for its paid bachelor programs. By embracing a multi-faceted strategy that skillfully blends digital marketing, authentic community engagement, strategic partnerships, and data-driven decision-making, Onaizah Colleges achieved a 150% increase in enrollment inquiries and an 80% improvement in conversion rates over a two-year period. This study employs mixed-methods research design, combining quantitative analysis of digital marketing metrics with rich qualitative insights from stakeholder interviews. The key findings reveal that an integrated marketing communications (IMC) strategy, when thoughtfully tailored to local cultural contexts and underpinned by robust analytics, can empower mid-sized institutions to overcome budgetary constraints and thrive in a competitive market. The paper concludes with a practical and replicable framework for higher education marketing in emerging markets, supported by an extensive review of over 60 academic references, including the latest research in education marketing, digital transformation, and Middle Eastern higher education trends.
Keywords
Higher education marketing ; student recruitment strategies ; digital marketing in education ; Saudi Vision 2030 ; enrollment growth ; integrated marketing communications ; AI in education
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