Authors: Associate Professor Dr Anjali Gupta
Abstract: This chapter examines the ethical, behavioural, and strategic dimensions of marketing in EdTech and online learning platforms. Drawing on peer-reviewed literature, it addresses two central themes: (1) the ethical imperatives of data privacy, consumer trust, and responsible advertising unique to the EdTech sector; and (2) the social-native marketing behaviours of Gen Z and Generation Alpha — the primary consumers of contemporary digital education. The chapter introduces two original frameworks: the CREST Ethical Marketing Model, grounded in Privacy-by-Design principles and empirical trust research, and the SCROLL Framework for social-first EdTech marketing strategy. Findings confirm that transparency in data handling is a significant predictor of student trust; that influencer credibility outperforms follower count in driving enrolment decisions; and that effective EdTech marketing for Generation Alpha requires simultaneous engagement of both the child learner and the Millennial parent gatekeeper. The chapter concludes with recommendations for two additional topics — AI personalisation marketing and Global South EdTech strategy — each representing significant gaps in the current literature.
