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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,
4
(1),
76-98
(2019)
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.
Keywords: higher education marketing; college-admission websites; college recruitment; marketing messaging; private and public good
The full article is available to subscribers to the journal.
Author's Biography
Paige Gardiner is Assistant Faculty of marketing at the Woodbury School of Business at Utah Valley University (UVU). She teaches and researches digital marketing and serves as the Director of the UVU digital marketing Major. Her passion is teaching students digital marketing. Her love for students drives her research, which focuses on how institutions of higher education can use digital marketing to create opportunities for prospective students to enter and complete college. She serves on the American Marketing Association (AMA) International Collegiate Council, which is a board of 12 faculty from around the nation who oversee collegiate AMA student chapters. Paige has been awarded many teaching and advising awards, and she has been recognised as the Hugh G. Wells American Marketing Association National Adviser of the Year.
