Higher education uses big data in its marketing efforts all the time, both directly, and through contracts with others.

Data analysis can help institutuions understad the trends affecting their school...and understand prospective students and other constituents. That helps the institutions determine what their brand positioning is. Of course, it can also help them make decisions about new academic programs to meet needs identified by research.

When it comes to advertising, data about demographis and psychographics is used all the time to decide WHERE to place advertising, i.e. what channels and platforms to use.

Here are some possible sources:

https://scholar.google.com/scholar?q=social+media+for+social+action+organizations&hl=en&as_sdt=0&as_vis=1&oi=scholart&sa=X&ved=0ahUKEwjo4-K2sIXXAhUl5IMKHeGBDWEQgQMIKTAA

Following link may be useful in developing the subject insight

http://www.oracle.com/us/technologies/big-data/big-data-education-2511586.pdf

http://ieeexplore.ieee.org/abstract/document/7373958/

https://www.theatlantic.com/education/archive/2016/11/the-colleges-are-watching/506129/

https://www.masterstudies.com/article/How-Big-Data-is-Changing-Higher-Education/

The following links may be useful for development of concept.

https://www.timeshighereducation.com/features/how-do-universities-use-big-data

https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/schoolboard/2016/01/29/big-datas-coming-of-age-in-higher-education/&refURL=https://www.google.com.bh/&referrer=https://www.google.com.bh/

http://www.qs.com/big-data-and-analysis-in-higher-education/

The effects will increase continuously, some of them are:

Big Data makes it possible to determine the trends of students' preferences with much greater precision, on this basis we can establish organizational offers of the university curriculum.

It will be possible to know the path that will take the labor market, this will allow to anticipate the demands of the university races with more time of anticipation and a more precise commercialization of the offers.

It will also be possible to know the course that can take the behavior of university teachers, both individual and group, which helps to create university cloisters more efficient and able to make better use of resources and in healthier conditions.