Impact of COVID-19 Pandemic on Marketing of Education

The COVID-19 pandemic forced many schools to partially or totally switch to remote communication methods for delivering education in the years 2020-2021. It is believed that forced compliance with unfamiliar and even unpreferred modes of behavior can have a profound and lasting impact on people’s attitudes and opinions toward the behavior itself because of first-hand exposure and experience. It is, therefore, possible that this experience with remote teaching and learning could have materially changed both instructors’ as well as students’ attitudes toward remote delivery of education. Such changed attitudes may predict their future choices and behavior. This paper will present the important facets of education delivery systems identified, and the survey instrument developed to explore three areas: instructors’ and students’ prior attitudes and behaviors toward alternative education delivery modes, their experiences during the pandemic, and the effect of the experience on their attitudes. The paper will also present the results of a pilot study conducted using a sample of student respondents