A Study on the Effectiveness of Through-The-Line Marketing in Enhancing Student Recruitment for Private Higher Education

Abstract

An effective marketing plan must be crafted for the university to nurture clients, boost the institutional bottom line, expand enrolment, and utilize university revenue. The research examined how well private university marketing campaigns brought in new students. This research examines how private universities may improve student recruitment via Through-the-Line (TTL) marketing. By fusing Above-the-Line (ATL) and Below-the-Line (BTL) tactics, TTL marketing seeks to provide a comprehensive strategy that merges mass media advertising with targeted, personalized outreach. The results show that TTL marketing helps get the word out and attracts more students, increasing enrolment. The research found that private universities may improve their student recruitment efforts by implementing a TTL approach that combines reaching a broad audience and creating personalized interactions.