HYBRID PROJECT MANAGEMENT AND DIGITAL MARKETING EFFECTIVENESS IN INTERNATIONAL UNIVERSITIES

In the increasingly competitive global higher education environment, universities must adopt innovative management approaches to enhance student recruitment and digital engagement. This study examines the effectiveness of hybrid project management frameworks in improving digital marketing outcomes in international universities. Using Pharmaceutical Technical University (PTU) as a case study, the research examines how integrating Agile marketing practices with PRINCE2-based governance structures influences recruitment performance and marketing efficiency. Furthermore, the study proposes a Local–Global Recruitment Strategy Model that allows universities to combine centralized governance with flexible, market-oriented marketing execution. The findings contribute to the growing literature on project management in higher education and provide practical insights for universities seeking to strengthen their international recruitment strategies.