MARKETING EFFECTIVENESS OF EDUCATIONAL SERVICES ON WEBSITES

Mary Beth McCabe and Richard Weaver

Business Education and Accreditation, 2018, vol. 10, issue 1, 49-58

Abstract: Marketing educational programs in a complex world inspired the investigation of relationships between education marketing and digital media. The research questions were: Which organizations are promoting educational programs? What are the components of the programs/products? The research considered how they differentiate themselves, including their implied value proposition and interaction on digital channels. The study was to better understand what educational programs are offering, which services provide these benefits as outcomes, classify how they are promoting themselves, and evaluate/explain how that message is being communicated. The top 20 organizations who fit this web search were selected and their digital marketing was analyzed using personal computers. Researchers compared .ORG, .GOV, .EDU, and .COM types of educational organizations. The research examined how schools promote and deliver services to their members, parents and students. Using data of: 1) live on-demand chat 2) scheduled chat 3) social media 4) blog 5) interactive and 6) searchable website. The highest scoring website was WeAreTeachers.com, considering usability, efficiency, accessibility, learnability and satisfaction. Success was determined when the content on the websites was accessible and visitors could find what they were seeking

Keywords: Information Seeking; Website Perceptions; Content; Promotion; Consumer Behavior (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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