A Review on Phygital Marketing Impacting Education Industry

ABSTRACT

Phygital is a concept that is highly embraced in various sectors today. It is believed that combining phygital and digital marketing is a more effective strategy than focusing solely on one of them. The primary goal of this study is to demonstrate the importance of phygital marketing in the education sector, especially in terms of attracting new, prospective students. The studys geographic focus was on Europe, with a particular emphasis on the campuses of the ESCP Business School in Warsaw, Paris, Turin, London, and Berlin. The results of this study aim to address how the use of phygital marketing might increase student enrollment and satisfaction. This study employed the qualitative research methodology, with a primary focus on 140 student questionnaires and 16 tutor or lecturer interviews. Finally, the research concludes that effectively integrating physical and digital marketing efforts can make institutions maximize their marketing effectiveness, improve student outcomes, and stay competitive in the evolving digital landscape.

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