This study explores the intersection of e-marketing, branding, and blended learning engagement within tertiary education in Singapore. The study aims to offer interpretive insights relevant to the global higher education landscape. Specifically, the study investigates how institutional marketing strategies and brand positioning influence learners’ perceptions of blended delivery modes and their willingness to participate in hybrid learning environments. Using a qualitative research design, the study engaged participants from a Singapore public university. Data were collected through semi-structured interviews involving ten students enrolled in the university. This qualitative approach enabled a rich understanding of how institutional branding and e-marketing practices shape trust, motivation, and engagement in blended learning contexts. The findings suggest that branding acts as a symbolic marker of quality and trust in digital education, reinforcing institutional credibility and perceived learning value. E-marketing practices, such as digital storytelling and personalised communication, seemingly enhance learners’ emotional connection and sense of belonging. However, tensions appear to emerge between commercial imperatives and pedagogical authenticity, highlighting the importance of coherence between marketing narratives and educational values. This study contributes to scholarship by offering a contextualised interpretation of how institutional identity and marketing communication influence student engagement within blended learning environments. Furthermore, it deepens conceptual understanding of how institutional positioning interacts with learner perception and engagement behaviours. Situated in Singapore’s internationalised tertiary landscape, the study proposes an empirically grounded interpretive framework to guide the alignment of digital marketing strategies with authentic, student-centred pedagogical practice across diverse educational settings.

Authors:
Dionne Loh, Northumbria University, United Kingdom
A Anand Naidu, Murdoch University, Australia

About the Presenter(s)
Dr. A Anand Naidu is a lecturer in management at Murdoch University, with a keen interest in sports, advancing scholarship and innovative teaching. His current project lies in entrepreneurship displayed amongst social enterprises.

See this presentation on the full schedule – Saturday Schedule

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