Abstract:
This research aims to investigate the application of omnichannel
marketing technology in the improvement of memorandums of
understandings for Sri Lankan universities and professional
institutions specializing in business, management, and marketing.
Evaluating the role of omnichannel marketing technologies in the
context of innovation and sustainability, the research seeks to
address the research gap lies in the lack of empirical studies
exploring how omnichannel marketing strategies can optimize the
effectiveness of memorandums of understandings in Sri Lankan
higher education partnerships, particularly in enhancing visibility,
engagement, and sustainability. The study employs a qualitative
content analysis approach to analyze ten MOUs, focusing on the
role of omnichannel marketing in web content, social media posts,
and other advertisements to enhance the effectiveness of higher
education partnerships in Sri Lanka. The objectives involving
cooperation goals, marketing networks, and audience are examined
to state, how these strategies enhance the relationship between
universities and professional organizations as innovation and
sustainability in higher education partnerships. Omnichannel
marketing technologies facilitate interaction and sustainability as
they make content more innovative, effective for the audience and
visible. In this vein, the study identifies that the joint marketing
awareness that involves co-branding in content and the use of
pooled resources aligns the strengths of the universities and
professional institutions in the realization of MOUs. Using
personal pages in social networks, emails, sites, blogs, and live
meetings, it is possible for the Sri Lankan universities and
organizations to attract the potential learners, enhance partnership,
and foster program implementation. From the research, such
strategies are found to be instrumental in fostering sound strategic
partnerships that foster sustainable and competitive forms of
practice in HEPs. Future research should explore cross-country
comparisons and longitudinal studies to validate findings and
refine strategies.
