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Potential of the social media as instruments of higher education marketing: Guidelines for a social media marketing strategy for the University of Twente

Zinck Stagno, M.C. (2010) Potential of the social media as instruments of higher education marketing: Guidelines for a social media marketing strategy for the University of Twente.

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Abstract:Social Media marketing is a relatively new terrain for marketers. Field experience is very limited, as is the academic attention and literature available. Despite the lack of experience and without concrete evidence about the effectiveness of Social Media marketing, growing numbers of commercial organizations are embracing the Social Media as part of their marketing strategy. Higher education institutions competing for attracting students also seem to be interested in the potential of the Social Media as part of their communication and recruitment strategies. Understanding how future students use the Social Media as part of their daily life and as information sources forms the basis for the development of effective recruitment strategies based on these applications. This study provides a clear picture of the online behaviour of the future higher education student in The Netherlands. Data are collected by means of a national survey among future university students. The study explores the main characteristics of the future university students and analyses the way they use the Social Media in their everyday life, and the effect it has on their decision-making process, particularly in the selection of higher education studies. According to the findings the Social Media play an important role in the life of the future university students, as part of their social environment, but also as communication platforms and information sources. Recommendations are made regarding the possibilities of integrating the Social Media in the university marketing strategy.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Industrial Engineering and Management BSc (56994)
Link to this item:http://purl.utwente.nl/essays/60858
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