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Land-Grant College-Admission Webpages In The Western United States: Analysis Of Marketing Messages For Public Or Private Good, S. Paige Gardiner

College of Education EdD Project Papers

Second only to the college campus visit, college-admission webpages are the most informative and persuasive marketing channel for recruiting future tuition-paying students (McAllister-Spooner, 2010). Chief enrollment officers, admission directors, and university marketing directors understand the valuable role the college-admission webpage plays in the student decision process; however, these stakeholders are uninformed about what information should appear on the webpages. Some admission stakeholders use words and images that communicate a private-good marketing message depicting the student journey to self-actualization on the college-admission webpage while other admission stakeholders display words and images that communicate public-good marketing messages such as career placement, research …