The Impact of E-Marketing on Enrollment in Postgraduate Programs in Yemeni Universities: A Case Study at Amran University

Abstract

The study aimed to determine the impact of electronic marketing on postgraduate program enrollment at Amran University, as perceived by the administrative and academic staff. A descriptive approach was used, employing a questionnaire with (48 items) across two dimensions: e-marketing (32 items) and enrollment in graduate programs (16 items). The questionnaire was administered to 113 individuals from the university staff. The findings showed a moderate level of e-marketing (Mean= 2.77, SD= 0.60) and a moderate level of postgraduate program enrollment (Mean= 2.93, SD= 0.72). The results revealed a strong positive effect of e-marketing on enrollment (R= 0.86, Beta= 0.86). There were no statistically significant differences in respondents' perceptions of the impact of e-marketing on enrollment, except for variations based on qualification. The study recommends prioritizing e-marketing for postgraduate programs and suggests conducting similar research on different samples and programs at the university.

Keywords: E-Marketing, Postgraduate Programs, Amran University.

DOI: 10.7176/JMCR/91-04

Publication date: November 30^th 2023