University websites hold considerable power for reaching
prospective students via a cost-effective means as many view the
Internet as the great equalizer among institutions. Unlike
traditional forms of marketing, the quality of a website does not
have to be limited by university size or budget as the price of
accessing the medium and distributing the message can be equal for
all. Therefore, in terms of marketing activities, websites have the
potential to remove the disparity between what larger universities
are able to accomplish and what smaller ones would like to achieve.
But establishment of a website provides no guarantee that visitors,
especially prospective students, will find what they seek within a
reasonable time frame. Therein rests the dilemma for institutions -
failure to locate desired information or difficulty negotiating the
site might, and likely do, lead prospective students to exit. The
focus of this research study was two-fold: to evaluate the extent
to which university websites use relationship marketing techniques
to communicate with prospective students and to evaluate the
usability of these sites. This book is addressed to professionals
in higher education responsible for student recruitment and
marketing.
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