| University Websites and Student Recruitment- How Well do these Sites Measure up | 
 enlarge | Author: Ann Pegoraro
Publisher: VDM Verlag Dr. Mueller e.K.
Category: Book
List Price: $64.00
Buy New: $60.00
You Save: $4.00 (6%)
Buy New/Used from $60.00
Sales Rank: 1300193
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 196
Shipping Weight (lbs): 0.8
Dimensions (in): 9.5 x 6.7 x 0.6
ISBN: 3836418509
Dewey Decimal Number: 378
EAN: 9783836418508
ASIN: 3836418509
Publication Date: June 15, 2007
Availability: Usually ships in 1-2 business days
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Product Description
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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