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The head, the heart and how: How to use consumer decision-making and information-processing models to plan and develop search marketing campaigns

Author

Listed:
  • Huebner, Chris

    (Digital Strategist, USA)

Abstract

Enrolment management marketers continue to face increasing demands as higher education institutes grapple with enrolment trends. To assist in creating more effective search marketing campaigns, the author draws on relevant consumer behaviour models and academic research to develop a messaging framework that enrolment management marketers can use to develop messaging strategies for search campaigns.

Suggested Citation

  • Huebner, Chris, 2020. "The head, the heart and how: How to use consumer decision-making and information-processing models to plan and develop search marketing campaigns," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(3), pages 274-285, December.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:3:p:274-285
    as

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    More about this item

    Keywords

    enrolment management; marketing; advertising; integrated marketing communications; higher education;
    All these keywords.

    JEL classification:

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

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