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Mobile Marketing Strategies For Educational Programs

Author

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  • Mary Beth McCabe
  • Mary Beth McCabe

Abstract

Today’s wireless mobile devices have changed how the world behaves and how education is distributed and promoted. The research reviewed mobile marketing through promotion and place of educational programs to understand how brands are behaving and the effect on consumers. The authors considered the following two questions: In what ways does mobile marketing deliver value to customers? How is mobile marketing used to differentiate the brand? The authors identified a select set of educational organizations who were providing similar services based on their websites at the time. The authors, learned about a range of examples on how mobile marketing can be utilized to promote and distribute educational information services. The authors assessed what contributed in providing value to the user. The criteria the authors assessed were: satisfaction, learnability, accessibility, efficiency and usability. A list of which websites have the most impact on the mobile screen is provided. A suggested model for degree of optimization includes four levels of mobile marketing progression: PC computer-based, progressing, partially optimized, and fully optimized

Suggested Citation

  • Mary Beth McCabe & Mary Beth McCabe, 2019. "Mobile Marketing Strategies For Educational Programs," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 11(1), pages 111-121.
    • Handle: RePEc:ibf:beaccr:v:11:y:2019:i:1:p:111-121
    as

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    References listed on IDEAS

    as
    1. Kim, Su Jung & Wang, Rebecca Jen-Hui & Malthouse, Edward C., 2015. "The Effects of Adopting and Using a Brand's Mobile Application on Customers' Subsequent Purchase Behavior," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 28-41.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    3. Anindya Ghose & Sang Pil Han, 2011. "An Empirical Analysis of User Content Generation and Usage Behavior on the Mobile Internet," Management Science, INFORMS, vol. 57(9), pages 1671-1691, September.
    4. Mary Beth McCabe & Richard Weaver, 2018. "Marketing Effectiveness Of Educational Services On Websites," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 10(1), pages 49-58.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Mobile Marketing; Optimization Digital Marketing; Smartphones; Marketing in Education Programs; Strategy;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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