Opportunities and Challenges of Digital Marketing in Angolan Universities

Abstract

This article analyzes the challenges and opportunities of digital marketing (DM) in Angolan universities, highlighting its growing relevance in the educational sector due to the globalization of information and the advancement of the internet. The study acknowledges that, nowadays, it is inconceivable to imagine a university without some level of DM utilization. The theoretical framework addresses the fundamentals of digital marketing, its stages of evolution, and the main emerging technologies in the university context. The results highlight significant challenges, including intense competition in the sector, the constant evolution in the behavior of Generation Z and Millennial students, and the resistance of university managers to adopting new technologies. Furthermore, structural problems such as the quality of telecommunications, limited internet penetration in certain areas, and the lack of qualified professionals hinder the implementation of effective DM strategies. On the other hand, the opportunities offered by DM are remarkable: social media emerges as a powerful tool to reach target audiences; the digitalization of services enhances the student experience; and omnichannel presence fosters greater proximity between institutions and students. The study concludes that, despite the challenges faced, DM is indispensable in the university context, especially with the growing digitalization and new technologies shaping more innovative and effective strategies.