Using Social Media as a Marketing Tool in Tertiary Institutions: A Case Study of Data Link University, Ghana

Social media has provided the platform for producers of goods and services to publicize their products and also to be more competitive through the provision of consumer feedback. In recent times, businesses and business owners are becoming more comfortable with including social media as part of their integrated marketing communications and strategies. This paper examines the role of social media as a marketing tool in stimulating demand for commodities, specifically using social media as a marketing tool to influence prospective candidates in their bid to apply to a particular tertiary institution. We examine the current marketing mix being used by Data Link University College, a private tertiary institution located in Ghana and how the inculcation of social media marketing strategies can help improve the system.