University Degree Course Name Optimization Through Keyword Analysis

Bushell, C (2026) University Degree Course Name Optimization Through Keyword Analysis. SSRN Electronic Journal. ISSN 6176378

Abstract

UK universities have become increasingly reliant on international postgraduate recruitment, particularly from South Asian markets such as India, Pakistan, and Bangladesh. At the same time, digital search has emerged as the dominant gateway through which prospective students discover and evaluate marketing degree programmes. This article examines whether changes in course naming introduce a category error that reduces search visibility, student comprehension, and enrolment outcomes. Drawing on marketing science literature on category formation, consumer search behaviour, and signalling theory, the study develops and tests a keyword alignment framework using a mixed methods case study of a London based marketing degree programme. Quantitative keyword modelling using Google Trends, Google Keyword Planner, and SEMrush, alongside survey data from prospective students, indicates that programme titles misaligned with dominant search categories experience substantially lower discoverability and weaker perceived employability. The findings suggest that course naming should be treated as a strategic, search informed marketing decision rather than a purely academic classification exercise, particularly in volatile international recruitment markets. Keywords: Digital Marketing, Category Error, Higher Education Marketing, Search Behaviour, International Students, SEO

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