" ROLE OF DIGITAL MARKETING AND ITS IMPACT IN DECISION MAKING OF A STUDENT FRATERNITY IN HIGHER EDUCATION 2021-2022 "

Abstract The Covid-19 pandemic has greatly affected the Indian education sector, especially the admissions and enrolments of university students. The increase in competition among higher education institutions for student admission and enrolment has led to the investment of large amounts of advertising expenditure in branding, advertising and Public Relations activities. This research paper highlights the impact of Digital Marketing Communication Strategies which helps in leveraging the Student Admission Decision Making Process, especially during the coronavirus pandemic. The increasing usage of the internet by students recommends that higher education institutions need to make use of digital media to reach out to prospective students for admission and enrolment by feeding in continuous and engaging user-generated content through text, images, infographics, videos, and podcasts. It is also noted that there is a drastic shift in traditional decision-making to digitalized decision-making. The article emphasizes that both prospective students and university marketers should effectively use digital marketing communication tools. The article suggests strategies and conclusions to manage the corona crisis and structuring a conceptual model to increase admissions by using digital marketing communications as the primary promotional tool