The Promise and the Pathway: Marketing Higher Education to Adults

Autor/inn/en	Stein, David S.; Wanstreet, Constance E.; Saunders, Charles T., Jr.; Lutz, Michelle L.
Titel	The Promise and the Pathway: Marketing Higher Education to Adults
Quelle	In: Online Journal of Distance Learning Administration, 12 (2009) 3, (9 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1556-3847
Schlagwörter	Higher Education; Interests; Access to Information; Adult Students; Marketing; Communication Strategies; Motivation Techniques; Educational Technology; Internet; Web Sites; Guidelines; College Administration; Student Recruitment; Computer Uses in Education; Ohio + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Bildungsinteresse; Adult; Adults; Student; Students; Erwachsenenalter; Studentin; Schüler; Schülerin; Kommunikationsstrategie; Motivationsförderung; Unterrichtsmedien; Web-Design; Richtlinien; College administrators; Hochschulverwaltung; Computernutzung
Abstract	This study analyzed the content of college and university Web site home pages to determine the frequency of marketing messages that might persuade adult learners to enroll at the institution. The findings suggest that colleges and universities in this study do not have adult-oriented marketing messages and are giving scant attention to the decision-making needs of prospective adult learners on their Web sites. The marketing generally appeals to career prospects rather than helping adults make decisions about their futures. The potential of Web marketing to help adults is not being realized. As a result, Web marketing presents the promise of higher education without helping prospective adult learners take the first steps down the pathway. Suggested Web site message improvements include designing messages that appeal to the needs and interests of adult learners; welcoming adult learners through textual content, visual displays, and ease of access to information; demonstrating how an institution will address adult learners' issues and interests; and convincing prospects that they will achieve their goals by completing their education at the institution. (Contains 3 tables and 1 figure.) (As Provided).
Anmerkungen	State University of West Georgia. 1601 Maple Street, Honors House, Carrollton, GA 30118. Tel: 678-839-5489; Fax: 678-839-0636; e-mail: distance@westga.edu; Web site: http://www.westga.edu/~distance/ojdla
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10