Attributes of Effective Online Promotion Strategies: Case Study of European Universities

Maria-Cristina Bularca (), Claudiu Coman, Florin Nechita and Victor-Alexandru Briciu
Additional contact information
Maria-Cristina Bularca: Transilvania University of Brasov
Claudiu Coman: Transilvania University of Brasov
Florin Nechita: Transilvania University of Brasov
Victor-Alexandru Briciu: Transilvania University of Brasov

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 863-871 from Springer

Abstract: Abstract Living in the age of technology, universities are in need of keeping up with the development of the means of communication and the way new generations of students use these means. The purpose of the research was to identify the online promotion strategies used by the best European universities that provide master programs in communication based on a top made by Times Higher Education, in order to create an online promotion and communication procedure for Transilvania University of Brasov and other universities. Firstly, we analyzed the way the first 20 European universities with master programs in communication, according to a top made by The Times Higher Education, promote themselves online. Secondly, in order to be able to make a comparison and break down rules of good practice we analyzed the online promotion of 5 universities that occupy lower positions in the top. The universities were analyzed based on an adapted content grid with 29 criteria, including: contact information, real time assistance, social media instruments, information about: study programs, campus, employees, admission. Our results showed that the best European universities offering masters programs in communication, use various integrated online promotion and communication strategies and utilize combinations of tools that match their profile. Therefore, while there are similarities between the strategies used by the best European universities and the European universities with lower positions in the top, strategies of the best ranked universities and their promotion and communication methods can be adapted and used by other universities in order to improve their procedure of online promotion and communication.

Keywords: Online promotion; European universities; Official websites (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-031-51038-0_93

Ordering information: This item can be ordered from
http://www.springer.com/9783031510380

DOI: 10.1007/978-3-031-51038-0_93

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().