Abstract
In this study, university marketing in recent years has undergone a major transformation. The reason is the introduction of digital marketing and intensified competition between universities. Inter-university competition can be attributed not only to a declining birthrate, but also to an increase in the influence of external institutions such as private school grants and accredited evaluation institutions, and the use of university rankings.
The first half is summarized about the marketing of university-specific brand equity.
In the second half, analysis methods used in recent data-driven marketing will be explained together with the analysis purpose. It will be explained about analysis techniques such as covariance structure analysis, text mining, multivariate analysis, factor analysis, and conjoint analysis are applied in actual business situations using diagrams and examples.
