MOBILE MARKETING STRATEGIES FOR EDUCATIONAL PROGRAMS

Mary Beth McCabe and Mary Beth McCabe

Business Education and Accreditation, 2019, vol. 11, issue 1, 111-121

Abstract: Today’s wireless mobile devices have changed how the world behaves and how education is distributed and promoted. The research reviewed mobile marketing through promotion and place of educational programs to understand how brands are behaving and the effect on consumers. The authors considered the following two questions: In what ways does mobile marketing deliver value to customers? How is mobile marketing used to differentiate the brand? The authors identified a select set of educational organizations who were providing similar services based on their websites at the time. The authors, learned about a range of examples on how mobile marketing can be utilized to promote and distribute educational information services. The authors assessed what contributed in providing value to the user. The criteria the authors assessed were: satisfaction, learnability, accessibility, efficiency and usability. A list of which websites have the most impact on the mobile screen is provided. A suggested model for degree of optimization includes four levels of mobile marketing progression: PC computer-based, progressing, partially optimized, and fully optimized

Keywords: Mobile Marketing; Optimization Digital Marketing; Smartphones; Marketing in Education Programs; Strategy (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/beaccr/bea-v11n1-2019/BEA-V11N1-2019-9.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:beaccr:v:11:y:2019:i:1:p:111-121

Access Statistics for this article

Business Education and Accreditation is currently edited by Terrance Jalbert

More articles in Business Education and Accreditation from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).