1. The document discusses higher education branding strategies for IMT Dubai, focusing on using social media like Facebook to improve the school's image following criticism of its MBA program. 2. It finds that social media branding must align with overall branding objectives, and offline strategies like events and admission criteria changes are also needed. A consistent, fact-based approach across all channels is important to build the brand over time. 3. An action plan is needed to use social media listening, engage audiences, and create content aligned with institutional goals. Differentiation, partnerships, cost savings, and influencer targeting are also recommended.

1. Abstract
Higher Education Branding in the Digital Arena: IMT Dubai
By
Pratiksha
With the increasing competition in the higher education sphere, many universities strive to attract
and retain good quality students. As the world becomes more technologically advanced, branding
and marketing in higher education programs have been increasingly making digital and social
media marketing invaluable for institutions to grow and survive in a competitive arena. The
strategies for social media must align with the overall branding objective of the institution. This
research is focused on the dual and interrelated objectives of effectively managing social media
and creating branding strategies for improving the image of IMT Dubai in light of the recent
criticism received for its MBA program. It includes special focus on Facebook as a popular social
media platform.
The major findings are:
1. Social media branding does not operate in isolation from the overall branding objective of
the Institute. To develop a useful social media campaign, many offline branding strategies
like mega IMT Dubai events and structural changes like an Admission criteria for
improving student quality must be executed.
2. A patient, rigorous and unified approach to branding must be adopted. All communication
must be underpinned by irrefutable evidence, data and facts and all channels must embody
the same voice. There should be consistency in purpose in order to successfully build and
strengthen a brand over time.
3. An actionable social media plan that employs social media listening to understand the
audience and handle crises must be developed. Creative engagement tactics and the plan
for content creation must align with the branding objectives of the institution.

2. 4. A focused differentiation strategy that actively encourages diversity in program offerings
in a competitively charged atmosphere must be initiated by IMT Dubai. This includes
defining the target market, development of a diversified product portfolio, expansion to
new regions and strengthening brand position in the Indian market.
5. IMT Dubai would benefit from a collaborative strategy with present and potential
competitors, students and employees to gain mutual benefit of association and generate
brand awareness.
6. Scaling back excessive reliance on digital media agencies like Trix Corp. and involving
eager to learn students in designing digital campaigns would result in cost savings and
higher efficacy due to personalization and skill development in digital marketing.
7. Investing in good quality publicity campaigns, online and offline inter-college
competitions, modernization of digital media designs and a higher brand presence online
would be beneficial for the institution.
8. Major influencers must be targeted to attract prospective students. This includes online
forums like Quora and Pagalguy, word of mouth from peers, alumni and current students,
and coaching institutes like T.I.M.E. in India.
The study was limited to responses, reviews and analysis of the MBA program of IMT Dubai. All
the participants in this research were Indian students. Clear trends about the number and quality of
applicants to the MBA program could not be identified due to lack of access to data.
This study used five kinds of analyses, namely, SWOT, SCOMA & SCOLA, competitor analysis,
focus group discussion and a qualitative survey with 110 responses to gain insights into the aspects
of branding a higher education institution. It also conducted a detailed study of secondary data
through white papers and research journals to establish the symbiotic relationship between social
media and brand management of an institution.