Land-grant college-admission web pages in the western United States: Analysis of marketing messages for public or private good

Paige Gardiner
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Paige Gardiner: Marketing Lecturer, Southern Utah University, USA

Journal of Education Advancement & Marketing, 2019, vol. 4, issue 1, 76-98

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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