The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon

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...

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Bibliographic Details
Published in:Journal of marketing for higher education 2024-07, Vol.34 (2), p.521-540
Main Authors: Elhajjar, Samer, Yacoub, Laurent
Format: Article
Language:English
Subjects:
academic institutions
COVID-19
Developing countries
future of Higher education
Higher education
LDCs
Marketing
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Summary: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