Abstract:
This study addresses significant gaps in understanding Memorandums of
Understanding (MOUs) between Sri Lankan universities and professional
organizations, focusing on the effect of omni-channel marketing strategies. The
current literature lacks detailed insights into how these strategies optimize
MOUs in Sri Lanka. The research aims to uncover how omni-channel marketing
strategies are integrated into MOUs and their effect on higher education
partnerships. Utilizing qualitative content analysis, the study examines a sample
of 10 MOUs by analyzing web content, social media, and marketing materials.
Data are collected and coded into themes like collaboration goals, marketing
networks, target audiences, and benefits. These omni-channel marketing
strategies enhance engagement with prospective students through personalized
communication and interactive content. Joint marketing initiatives, such as co
branded content and shared resources, are prevalent, leveraging the strengths of
universities and professional organizations. This research provides new
perspectives on the significant role of omni-channel marketing in promoting
higher education partnerships in Sri Lanka, demonstrating how these strategies
improve audience reach and engagement, thereby enhancing the visibility and
appeal of MOUs. The study suggests that Sri Lankan universities and professional
organizations can enhance their MOUs by adopting omni-channel marketing
strategies across social media, email, websites, blogs, and in-person events,
creating personalized and engaging content that attracts prospective students
and strengthening institutional collaborations and support programs.
Developing advanced career services and collaborative programs offers practical
benefits to students, fostering more robust partnerships between institutions
and organizations.
