Application and Integration of Artificial Intelligence in Marketing Automation for Increasing Prospective Students Recruitment in Higher Education Institution

Abstract

In the present competitive world, nurturing prospective students towards higher education institution can be tedious process. Prospective students and other stakeholders expect a frequent follow-up at a different number of stages through variety of channels and dealing with inquiries regarding the programmes and courses can be difficult for the institutions to keep up.
In the competitive world, the ability to deliver personalized information based on the prospective students interests and engagement proves to be an important differentiator. Artificial Intelligence in Marketing Automation has the ability to bring in new leads and can help in delivering the right messages to the right prospective students at the right time would be very crucial in improving the institutions student recruitment. If higher education institutions can track prospective student interest, then they can provide information on specific programmes which can influence the decision of prospective student by personalizing the intended messages, institution can identify and attract the ideal students for the institution.
This paper outlines the integration and application of artificial intelligence and marketing intelligence in managing the marketing tasks in building personalized and streamlined student recruitment campaigns which can improve the recruitment process to the higher education institution