Service Marketing Mix Strategies in Digital Higher Education: Implications of GST for the Expanding E-Learning Ecosystem.”

Abstract

Digital transformation has significantly reshaped higher education by enabling the growth of online learning platforms and technology-driven educational services. The expansion of digital learning environments has created new opportunities for institutions to reach wider student populations while also increasing competition in the education sector. In this context, the service marketing mix framework plays an important role in designing effective strategies for delivering educational services in digital environments. At the same time, taxation reforms such as the Goods and Services Tax (GST) have introduced regulatory considerations for digital education providers, particularly in relation to pricing and service delivery structures. This study examines how service marketing mix strategies influence digital higher education and analyzes the implications of GST for the expanding e-learning ecosystem in India. The study highlights the need for strategic adaptation by higher education institutions in order to remain competitive in the evolving digital education landscape.