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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
Journal of Education Advancement & Marketing,
5
(3),
274-285
(2020)
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.
Keywords: enrolment management; marketing; advertising; integrated marketing communications; higher education
The full article is available to subscribers to the journal.
Author's Biography
Chris Huebner is a Digital Strategist at Cyberwoven. Previously, he was the Assistant Director of Online Presence at the University of South Carolina, where he still serves as an adjunct professor in the School of Journalism and Mass Communications.
