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ERIC Number: EJ973024
Record Type: Journal
Publication Date: 2012
Pages: N/A
Abstractor: As Provided
Reference Count: 45
ISBN: N/A
ISSN: ISSN-1556-3847
Marketing for a Web-Based Master's Degree Program in Light of Marketing Mix Model
Pan, Cheng-Chang
Online Journal of Distance Learning Administration, v15 n1 Spr 2012
The marketing mix model was applied with a focus on Web media to re-strategize a Web-based Master's program in a southern state university in U.S. The program's existing marketing strategy was examined using the four components of the model: product, price, place, and promotion, in hopes to repackage the program (product) to prospective students (customers) and to offset the impact of dissolved partnership with its state-funded coordinating body, which carried a stronger brand image than the university where the program was housed. Challenges and recommendations were addressed.
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
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Texas