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Assessing buyer behaviour triggers and marketing messages for online education college admission webpages

Author

Listed:
  • Gardiner, S. Paige

    (Assistant Professor of Marketing, Utah Valley University, USA)

  • Olt, Phillip A.

    (Assistant Professor of Higher Education Student Affairs, Fort Hays State University, USA)

Abstract

Higher education marketing has targeted the traditional college student with the campus visit, college viewbook and college admission website. Online higher education programmes, which recruit a nontraditional student consumer, are growing rapidly. The purpose of this qualitative content analysis study was to describe the buyer behaviour triggers and marketing messages that appeared on the college admission webpages for online education (OE) programmes. The study includes an examination of 313 marketing messages from the OE admission webpages of ten Midwestern colleges, collected between 1st September, 2018, and 31st November, 2018, in terms of what marketing messages were being communicated to prospective OE students. The phrases, words and images from the OE admission webpages were analysed and compared to a conceptual framework for OE student demands and preferences. Findings from the study highlight important considerations for how university marketing professionals may market to prospective students in a nontraditional OE context.

Suggested Citation

  • Gardiner, S. Paige & Olt, Phillip A., 2020. "Assessing buyer behaviour triggers and marketing messages for online education college admission webpages," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(2), pages 173-189, September.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:173-189
    as

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    More about this item

    Keywords

    online education marketing; online education student college choice; online education student preferences; higher education marketing; digital marketing;
    All these keywords.

    JEL classification:

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

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