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Land-grant college-admission web pages in the western United States: Analysis of marketing messages for public or private good

Author

Listed:
  • Gardiner, Paige

    (Marketing Lecturer, Southern Utah University, USA)

Abstract

The purpose of this study is to describe the marketing messages being communicated to prospective students by marketers at 11 land-grant colleges in the western United States through the collegeadmission web pages. The college-admission web page is an important marketing channel because it acts as the marketing collateral for prospective students to begin their college information search. A qualitative media analysis (QMA) study was conducted recording words and images from the college-admission web pages. Some marketers used words and images that communicated a privategood marketing message depicting the student journey, while others displayed words and images that communicated public-good marketing messages, such as career placement, research projects, faculty projects and the university’s mission. The results showed that marketers used more private-good than public-good marketing messages.

Suggested Citation

  • Gardiner, Paige, 2019. "Land-grant college-admission web pages in the western United States: Analysis of marketing messages for public or private good," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(1), pages 76-98, June.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:1:p:76-98
    as

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    More about this item

    Keywords

    higher education marketing; college-admission websites; college recruitment; marketing messaging; private and public good;
    All these keywords.

    JEL classification:

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

    Statistics

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