University Websites and Student Recruitment- How Well do these Sites Measure up

ISBN-13: 9783836418508 / Angielski / Miękka / 2007 / 196 str.

Ann Pegoraro

Opis

University websites hold considerable power for reaching prospectivestudents via a cost-effective means as many view the Internet as the greatequalizer among institutions. Unlike traditional forms of marketing, thequality of a website does not have to be limited by university size or budgetas the price of accessing the medium and distributing the message can beequal for all. Therefore, in terms of marketing activities, websites have thepotential to remove the disparity between what larger universities are able toaccomplish and what smaller ones would like to achieve. But establishmentof a website provides no guarantee that visitors, especially prospectivestudents, will find what they seek within a reasonable time frame. Thereinrests the dilemma for institutions - failure to locate desired information ordifficulty negotiating the site might, and likely do, lead prospective studentsto exit. The focus of this research study was two-fold: to evaluate the extentto which university websites use relationship marketing techniques to communicatewith prospective students and to evaluate the usability of thesesites. This book is addressed to professionals in higher education responsiblefor student recruitment and marketing.