INFORMATION TECHNOLOGY INTERVENTION AND VALUE CO-CREATION AS A DRIVER FOR MARKETING OF UNIVERSITY OF TECHNOLOGY AND APPLIED SCIENCES(UTAS) IN THE SULTANATE OF OMAN

Abstract

This study explores the impact of value co-creation strategies on marketing effectiveness in higher education institutions. By analyzing responses from 1,000 students and 60 faculty members from University of Technology and Applied Sciences (UTAS) at the Sultanate of Oman the research highlights how digital engagement platforms, data-driven personalization, and collaborative initiatives enhance marketing outcomes. The findings reveal that institutions leveraging stakeholder engagement through innovative digital strategies achieve significantly improved marketing effectiveness. This research contributes to the understanding of how value co-creation can optimize marketing efforts in a competitive educational landscape, offering practical insights for institutions aiming to enhance their engagement with prospective students and other stakeholders. The study underscores the importance of integrating technology and collaboration in developing effective marketing strategies within higher education at UTAS.