Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Nida Aslam Khan, Assistant Professor and Chairperson - Marketing Department, Institute of Business Administration (IBA), Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The digital medium has become an essential marketing channel for businesses nowadays regardless of the sector they operate in. All the major players in any industry utilise digital marketing to its maximum potential with a lasered focus on social media marketing, the aim being to increase revenues, customer satisfaction and retention.

As with any other business, social media marketing and digital marketing are important for schools as well. However, it is only the top tier schools that pay some attention to their online presence, but in many a case, even they fail to leverage the full power of social media campaigns.

Karachi is a modern and well-developed city. Many parents who send their children to school are active participants on social media. Even in such an urbanized city, most of the schools are not capping onto social media and have not even created a Facebook page. If such schools start maintaining their online presence, they can certainly improve their retention rates as well as garner more admissions.

Through our research, we have established the importance of social media and mobile marketing for schools, especially in urban areas. We investigated how social media can be used by schools for publicity purposes and have suggested various methods using which parents’ satisfaction can be improved. Potentially effective factors and various components of social media marketing have also been examined. Lastly the experiences of school owners who regularly use social media for communication purposes have been shared. The analysis and conclusion shed light on the effectiveness of this tool, thus, making it an essential part of any marketing strategy.

The findings are helpful for schools in increasing conversions, engagement and retention rates. Recommendations have been given to school owners regarding use of the best social media strategies to gain exposure, attract parents and thereby, increase yearly admissions. Moreover, school owners and the school management can also engage parents of students already studying and retain them through targeted social media campaigns. In fact, the management can use social media for communicating with all concerned individuals. In fact, social media can act as a central communication tool, connecting the owners, managements, faculty, parents, students, and prospective students on a single platform.

Thus, the research summarizes how utterly important social media marketing has become for schools regardless of the area in which they are located or the tier to which they belong to.


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