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Advertising has always played an important role in creating visibility for educational institutions. In today's time, digital marketing is the sought-after mode as there has been a significant shift from offline to online advertising. With the evolving times, flexibility and convenience take significant importance and it is critical for educational institutions to shift gears and adapt to the new formats. In order to stay relevant and have a competitive advantage, digital advertising helps higher educational institutions go that extra mile in engaging with their potential customers. It also helps in building awareness and attract good quality of students. In the world of digital advertising, 'Google Advertisement' is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place advertisements both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. Google AdWords offers the most pragmatic solutions and tools to all strategic issues of digital advertising. Click Through Ratio (CTR) stands out as the most significant index of reflecting its influence and impact. Amongst the array of choices, the right strategy requires an academic and strategic backing. The objective of this paper is to assess on the impact of Google Adwords is used in digital advertising campaigns promoting business schools in specific. This research concentrates on CTR as a measure of the campaign's effectiveness. This paper try's to understand CTR in the context related to the type of content embedded in these digital advertisements; the structure of this content; and hence identify and suggest new strategies. This paper identifies and proposes the right online advertising strategy that can be used by a Business School (B School). Purposive/non-probabilistic sampling was carried out to choose the specific of Business Schools (B-schools) for this study. The business schools selected were based on the National Institution Ranking Framework (NIRF) 2018 of the Indian Human Resource Development. The data was analyzed using to the Social Sciences Statistical Suite (SPSS). There was only access to publicly available and publicly displayed advertisement with no access to user profile data. CTR was utilized to measure total and proportional engagement. The advertisements were then categorized based on their content and analyzed through a one-way ANOVA test. For the purpose of an operationalizing, CTR was utilized as defined by Pak et. al. (2018): "A ratio showing how often people who see your advertisement end up clicking it." The main components analyzed are the characteristics of an effective advertisement appearing on the digital platform measured through its Click Through Ratio. One-way ANOVA has been conducted to assess the Click Through Ratio of advertisement segregated in twenty categories based on their format, content and time of appearance. The analysis reflects that Click Through Ratio differs for different format of advertisements, the information that they contain and for the time and day that they appear. Strategies based on these findings are suggested along with discussion, limitations and further scope of research.

This paper explores the gamut of human resource practices prevailing in private Indian Business Schools (B Schools) with specific focus on the talent management strategies adopted. The paper explores the interdependence of talent management strategies adopted by the private Indian business schools and the organisational strategy along with the metrics and scales used to measure the academic performance. The paper analyses and critiques the present scenario for lacking alignment between the vision vis-à-vis the strategies adopted for talent recruitment, talent development and retaining and rewarding talent. The paper debates on the fact that prudent talent management can help in developing a conceptual framework to augment performance of B Schools over long term by amalgamating the B school's strategy with its performance metrics.

The advent of information and communications technology has changed the way people and organisations function, communicate, transact, recruit, market business and services. To keep pace with the ever-changing business and marketing trends, organisations have integrated information, tools of communication & the boom of internet technology into their strategies. The education industry is no exception to this challenge. The primary goals in marketing University is to attract prospective students from across the globe. Increasing globalisation, aspiration, movement, ease of financial access is drawing students to apply for higher studies in Universities away from their country of residence. Many new-age studies of youth, teenagers and Gen Y overwhelmingly suggest that they are prolific users of the Internet and in particular social media applications. These factors have led to social media being heavily leveraged by universities to create interest and draw in applicants. Social media tools like Facebook, Instagram, LinkedIn, Quora, Google+, YouTube is integrated with the other traditional media viz print/broadcast media, exhibitions, educational trade fairs et al to reach students from various countries. Social Media plays dual power of attracting student applicants as well as helps engagement to create a loyal online community through sharing content which is found relevant and useful by the new young generation. This research paper examines the role of social media in helping international students choose university for higher studies in India. This study included in-depth interviews and a survey to include 183 students' International students studying in 6 different cities in India. The research findings indicate that International Students increasingly use social media thus highlighting the role of social media in influencing international students' choice of university. All in all, this study provides directions for universities to influence students innovatively and strategically. International students depend on social media for supplementary information to strengthen the information gathered through primary influencers like family, friends and alumni. With increasing media clutter it's absolutely essential to ensure media planning for use of social media sharp and appropriate media tools are selected to reach the students and thereby enable them to effectively use it for choice of University. Social media strategy through consumer generated word of mouth and influencer marketing to communicate the experience, safety, acceptance of diverse culture can be leveraged to help the students' choice process.

The antecedents and determinants of entrepreneurial capabilities and competencies remain one of the incontestable questions that drive the exploitation and discovery of effective financial and digital opportunities. In the present paper, we propose a conceptual model based on Kirzner's alertness theory [entrepreneurial alertness] and rely on two factors [entrepreneurial orientation and marketing orientation] as key accelerators of entrepreneurial financial alertness. We assume that entrepreneurial financial alertness (EFA) might have a direct impact on entrepreneurial finance-based digital transformation (EFDT), which in turn, is expected to predict both innovation entrepreneurial finance (IEF) and SMEs' entrepreneurial performance (SMEEP). Structural equation modeling (SEM) was employed using data collected from a purposive sample size of 214 Jordanian entrepreneurs. Our findings largely support the impact of EFA on EFDT. EFDT was also supported having a significant impact on both IEF and SMEEP. Our study has many implications for both researchers and practitioners in the area of entrepreneurial finance-based digital transformation. The study has great added-value by proposing and examining a solid theoretical foundation covering the most influential factors that drive digital entrepreneurial transformation as such transformation stands as an emerging and pressing issue, not fully tackled by prior studies. [ABSTRACT FROM AUTHOR]