Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete?

Autor/inn/en	Adams, Jonathan; Eveland, Vicki
Titel	Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete?
Quelle	In: Journal of Marketing for Higher Education, 17 (2007) 1, S.67-90 (24 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
Schlagwörter	Web Sites; Higher Education; Student Recruitment; Classification; Accreditation (Institutions); Reputation; Competition; Residential Institutions; Virtual Universities; Distance Education; Interrater Reliability + Suchen Sie Ihr Suchwort? Web-Design; Hochschulbildung; Hochschulsystem; Hochschulwesen; Classification system; Klassifikation; Klassifikationssystem; Accreditation; Institution; Institutions; Akkreditierung; Staatliche Anerkennung; Institut; Wettkampf; Wohnumgebung; Distance study; Distance learning; Fernunterricht; Interrater-Reliabilität
Abstract	A total of 150 university Web sites were segregated into one of three groups: accredited residential, regionally accredited online, and nonaccredited online institutions. The promotional imagery, marketing messages and marketing themes found on the landing pages of each university program Web sites were analyzed for similarities and differences. A check sheet containing keywords was developed and as each Web page was analyzed, the results were recorded individually by two researchers. Intercoder reliability was confirmed with a Holsti correlation coefficient of 88%. At-test was used to assess variations of keywords across each category and a Chi-square was used to assess within group differences. The results show that accredited residential institutions are not leveraging clear advantages in order to differentiate themselves from online accredited and nonaccredited institutions. Benefits and themes featured on Web sites were remarkably similar, focusing on easily copied claims rather than building competitive advantages with emphasis on accreditation, faculty, resources, and quality of education. (Contains 11 tables.) (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10