Mapping the visibility of RTM Nagpur University in the local print media: A quantitative study through newspaper clippings Dr. Dadhe Pooja P. Assistant Librarian, Knowledge Resource Centre, RTM Nagpur University, Nagpur, Maharashtra, Email – ppdadhe@gmail.com Online Published on 16 August, 2022. Abstract Marketing of higher education continues to be a subject of much interest as increasing educational opportunities has triggered competitiveness among institutions. With growing competition, academia has embraced the concept of branding, and dedicated efforts to improve the visibility of the institution on different platforms have gained much attention. A substantial number of studies have focused on the visibility of educational institutions in the scholarly world based on research productivity and even through web links through various metric studies. However, these two methods are not so effective in outreaching to all the stakeholders, especially the prospective students and their parents. Whereas media coverage is considered as a powerful marketing tool and perhaps it is more effective than an advertisement in influencing the opinion as it comes from a neutral source that has high social responsibilities. Given this background, this study emphasizes indirect marketing through media coverage and the effectiveness of print media marketing in today's highly competitive digital era. This study undertakes a quantitative content analysis of the coverage of local print media with a view to mapping the visibility of RTM Nagpur University from 2013 to 2017. Data for this study was taken from the institutional repository of newspaper clippings developed on DSpace. A total of 22446 items covered by the top fifteen local dailies were analyzed to understand the visibilities, trends, areas, and language of the news items. This study will contribute to a body of growing, interdisciplinary scholarly literature that has implications in Library and information science, marketing, and education. Top Keywords Indirect Marketing, Higher Education Marketing, Newspaper Clipping, Print Media, Typology of Media Coverage, Quantitative Content Analysis. Top |