IDEAS home Printed from https://ideas.repec.org/a/aza/jeam00/y2017v2i2p106-119.html
   My bibliography  Save this article

Defining student journey mapping in higher education: The ‘how-to’ guide for implementation on campus

Author

Listed:
  • Rains, Jp

Abstract

A definitive process for reshaping the student experience — student journey mapping — allows for campus administrators to draw unique insights from the perspective of their key audience. Rooted in creating a user-centric experience, the concept of user journey mapping, also known as customer experience mapping, can be a cornerstone for projects in higher education. From changing the way in which students are recruited to the way donors are engaged, the student journey mapping process can help good business practices evolve into great ones. This process will describe how to bring together quantitative and qualitative data from multiple campus stakeholders (staff, faculty, students, etc.) and translate these data into insights that can reshape the student experience. Most importantly, the process describes how to develop this into actionable information that a campus community can understand. This paper will define the process of student journey mapping and provide campus administrators with concrete examples. Additionally, details are provided on how to best capture qualitative and quantitative data sets to inform the journey map. Finally, the connection between these data sets and the implementation plan is detailed to allow for actionable items to stem from the creation of a journey map.

Suggested Citation

  • Rains, Jp, 2017. "Defining student journey mapping in higher education: The ‘how-to’ guide for implementation on campus," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(2), pages 106-119, August.
    • Handle: RePEc:aza:jeam00:y:2017:v:2:i:2:p:106-119
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1205/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1205/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    student journey mapping; marketing; communications; student services; websites; customer experience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jeam00:y:2017:v:2:i:2:p:106-119. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.