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VOL. 8, ISSUE 2 (2026)
Effect of digital marketing on customer relationship management in tertiary institutions within Bauchi metropolis
Authors
Zainab Idris
Abstract
This study examines the effect of digital marketing on customer
relationship management (CRM) in tertiary institutions in Bauchi metropolis.
With the increasing adoption of digital technologies, higher education
institutions are leveraging digital marketing tools such as social media, email
marketing, websites, and mobile platforms to enhance student engagement and
institutional performance. The study adopts a conceptual and empirical review
approach, drawing from recent literature and studies conducted within Bauchi
metropolis and similar developing economies. Findings reveal that digital
marketing significantly improves customer engagement, communication efficiency,
service delivery, and student satisfaction, which are core components of CRM.
Social media platforms and data-driven marketing strategies were identified as
the most influential tools in enhancing relationships between institutions and
their stakeholders. However, challenges such as inadequate digital
infrastructure, lack of skilled personnel, and data privacy concerns persist.
The study concludes that digital marketing plays a critical role in
strengthening CRM in tertiary institutions and recommends increased investment
in digital tools, staff training, and strategic integration of CRM systems.
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Pages:25-29
How to cite this article:
Zainab Idris "Effect of digital marketing on customer relationship management in tertiary institutions within Bauchi metropolis". International Journal of Management and Economics, Vol 8, Issue 2, 2026, Pages 25-29
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