Higher Education Advertising Expenditures’ Impact on The Key Performance Indicator of New Enrollments Using Information Systems and Business Analytics

Abstract

The impact of advertising expenditures on student enrollments has not been explored extensively in the literature. The higher education sector demonstrated an increase in paid advertising but soft overall higher education enrollments recently. This research explored the relationship between advertising expenditures in higher education and new enrollments using information systems and business analytics. Results indicate a weak association between advertising expenditures in higher education and the key performance indicator of new student enrollments. A contribution of this study is to the media planning function and users of information systems and analytic techniques for actionable insights.