Psychological Analytics Based Technology Adoption Model for Effective Educational Marketing

  • Arghya Ray
  • Pradip Kumar Bala
  • Shilpee A. Dasgupta
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


With the rapid growth of digitalization and competition in every sector, it is important to go through a career choice process in a specific order for achieving a good career decision. As the building blocks of career choice start from choosing the career-specific course, it is important for individuals to choose the course wisely for enhancing the career path. With digitalization and the number of online courses available, it becomes really tough to differentiate a relevant career-focused course from a mediocre one. Additionally, as social media platforms of social interaction, communication, and marketing are growing, increasing numbers of educational businesses have already integrated or plan to integrate social media applications into their marketing plans to reach and attract future students, thus showing a shift from traditional ways of marketing. It is important for firms to keep track of the latest demand of consumers to stay ahead of the competition and provide value-laden career-specific courses. This chapter builds a conceptual model for exploring the factors affecting the choice of technical online courses related to career choices with the notion that the concepts of psychology, marketing, and technology if forged together can help to improve the rate of adoption of technology and in turn educational marketing.


Adoption of online courses Educational marketing Psychological analytics Social cognitive career theory Technology adoption model 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Arghya Ray
    • 1
  • Pradip Kumar Bala
    • 1
  • Shilpee A. Dasgupta
    • 1
  1. 1.Indian Institute of Management RanchiRanchiIndia

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