Technology Fees Can Be Used to Improve Marketing Strategies in Public Urban Universities

James Wetzel, Dennis O'Toole and Michael W. Little

Journal of Marketing for Higher Education, 2000, vol. 10, issue 1, 1-12

Abstract: This paper discusses various ways that public universities may finance the use of technology. It then suggests reasons why administrators in public urban universities should use technology fees to finance the cost of current and future computer technology. The authors believe that technology fees should be used because urban public universities have a larger percentage of non-traditional students who historically have lower retention rates. Rather than focusing on a defensive marketing strategy to avoid enrollment losses, universities should concentrate on an aggressive, positive marketing strategy to trumpet the advantages that students receive from the use of technology fees. Suggestions are presented for ways that colleges and universities can use the “technology fee” as a means of enhancing student satisfaction and increasing student retention.

Date: 2000
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v10n01_01 (text/html)
Access to full text is restricted to subscribers.

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:taf:jmkthe:v:10:y:2000:i:1:p:1-12

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v10n01_01

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().