Digital marketing strategy April 2026

manipal.edu.my

Full-funnel student acquisition strategy — paid, organic, social, and nurture

4.4×
Target application increase
45/mo → 200/mo in 6 months
4
Channels activated
15
Campaigns in strategy
Strategic thesis

MUCM's website is losing students at every stage of the decision funnel. The UX audit found a 42/100 experience score with no clear CTA above the fold. The SEO audit found zero editorial content and a 33/100 search visibility score. Together, these failures mean MUCM is invisible where students start their search, and unconvincing when they do arrive.

The strategy: fix the conversion foundation first (UX audit P0 fixes), then build a full-funnel acquisition engine across 4 channels. Paid captures immediate demand. SEO builds a compounding organic asset. Social creates awareness among 16–19 year olds. Email and WhatsApp nurture converts interested visitors into completed applications.

Target outcome: 4.4× increase in monthly applications (45 → 200) within 6 months, with a blended cost per application of RM 150–250.

Channel strategy overview
Critical prerequisite
This marketing strategy assumes the UX audit P0 fixes are implemented first. Without a clear CTA above the fold, clean course cards, and a non-intimidating application flow, paid traffic will convert at 30–50% below target. Fix the landing experience before scaling spend.
Full-funnel conversion architecture

Each stage maps to specific channels, content, and conversion actions. The funnel is designed to match how a 17-year-old prospective medical student actually makes decisions — not how the institution thinks they should.

Channel × funnel stage mapping
Key conversion design decisions
Digital marketing strategy by Chetan Sharma manipal.edu.my · April 2026