The Impact of COVID-19 on Marketing for Higher Education Institutions in Developing Countries: The Case of Lebanon

By MUBS Communications Dept., 01 Mar, 2022.

Dr. Laurent Yacoub, Chairperson of the Marketing and Management Department at the Modern University for Business and Science (MUBS), has published a new research paper in the Journal of Marketing for Higher Education. This study was carried out in collaboration with Dr. Samer El-hajjar from the National University of Singapore.

As a result of the COVID-19 pandemic, new marketing strategies, perspectives, and trends have emerged. Many higher education institutions are struggling to adapt to these rapid changes and choose the best marketing strategies.

The purpose of this paper is twofold: to explore the COVID-19 impact on marketing for Higher Education Institutions (HEI) in Lebanon, and to discover the marketing practices applied by institutions amid the pandemic.

For the purpose of this study, empirical data were gathered through 24 in-depth interviews. According to the findings, Lebanese institutions are expected to make significant changes to their marketing in the COVID-19 business environment, including new post pandemic plans for a return to normalcy and shifts in marketing strategies toward digital reinforcement.

This paper will help build a more robust theoretical body of knowledge regarding Higher Education Marketing (HEM) in the context of developing countries.

For those interested in the full paper, you can check it at the link below:

https://www.tandfonline.com/doi/full/10.1080/08841241.2022.2042759