HYBRID PROJECT MANAGEMENT AND DIGITAL MARKETING STRATEGIES FOR ENHANCING GLOBAL STUDENT ENGAGEMENT
Keywords:
hybrid project management, digital marketing, higher education, Agile marketing, PRINCE2, international student recruitment.Abstract
This study explores how hybrid project management approaches improve digital marketing effectiveness in higher education institutions. Using the Pharmaceutical Technical University (PTU) as a case study, the research examines the integration of Agile marketing practices with PRINCE2 governance frameworks to support international student recruitment. Based on interviews with institutional stakeholders and analysis of digital engagement data, the findings show that hybrid management enhances coordination, flexibility, and marketing performance. The results also indicate that platforms such as Telegram and Instagram generate higher engagement among prospective students. Overall, the study highlights the value of combining Agile practices with structured governance to strengthen university marketing strategies in the global education environment.
References
1. Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing. 7th edn. Harlow: Pearson.
2. Conforto, E.C., Salum, F., Amaral, D.C., da Silva, S.L. and de Almeida, L.F.M. (2016) ‘Can Agile project management be adopted by industries other than software development?’, Project Management Journal, 47(3), pp. 21–34.
3. Dwivedi, Y.K. et al. (2021) ‘Setting the future of digital and social media marketing research’, International Journal of Information Management, 59, 102168.
4. Joslin, R. and Müller, R. (2016) ‘Relationships between project management methodology and project success’, International Journal of Project Management, 34(6), pp. 1043–1056.
5. Mazzarol, T. and Soutar, G.N. (2008) ‘The global market for higher education’, Journal of Higher Education Policy and Management, 30(1), pp. 103–120.
