THE CASE STUDY OF AN EDUCATIONAL INSTITUTION’S DIGITAL MARKETING STRATEGIES IN MACAU

In this thesis, I focus on the digital marketing strategies of the company Canaan Education. We
analyze how effective online advertisements are when the company to be promoted pays for
them. In this way, we illustrate and analyze the changes on the number of views vs. time for
different announcements done through the platform of Meta. We then construct a dynamical
model explaining the dynamics of the system. The dynamical model implies the construction of
the Lagrangian, which contains the dynamical variables as well as the free-parameters of the
system. We interpret the different variables and parameters correspondingly. This analysis is
important because here we are deriving a general model which can be applied to any
organization. The model is also independent of the digital platform used for announcing the
advertisements. The dynamical equation emerging from the Lagrangian explains the phenomena
of saturation, observed in the long term when an advertisement is posted. The model also
explains the initial outbreak or propagation of the advertisement and how the payments per
advertisement affect the dynamical behavior through the free-parameters of the system. Under
this analysis, we could explain why paid announcements have a larger number of views as well
as other details related to this dynamic behavior.