The Influence of Digital Marketing Practices on Student Experience: A Case Research in the Moroccan University Context

Organizations are developing and implementing digital strategies to improve customer experience in an era of rapid technological advancements. In this context, technological development and the growing enthusiasm for innovations must be accepted to remain competitive. According to the strategic orientations of USMBA, digital university promotes the flourishing and well-being of students. Therefore, this research aimed to evaluate the impact of digital marketing practices, such as emailing, content marketing, social media, and mobile marketing, on the customer experience of students at the Faculty of Legal, Economic, and Social Sciences in Fez. A total of 302 responses were collected using an online questionnaire to answer the research questions. The data were analyzed using the structural equation method with SmartPLS 3 software. The results showed that the coefficient of determination (R2 = 0.262) confirms the model's moderate explanatory power, and the Goodness of Fit (GoF = 0.39) validates the overall model adequacy, thus explaining the findings that that emailing and content marketing have a significant positive impact on customer experience. The impact of digital marketing practices on the customer experience was widely addressed in commercial contexts. Meanwhile, the adaptation of the research to a Moroccan public university offered a new and valuable perspective.