Publicizing Your Program: Website Evaluation, Design, and Marketing Strategies

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Schroeder, B. (2007). Publicizing Your Program: Website Evaluation, Design, and Marketing Strategies. AACE Journal, 15(4), 437-471. Chesapeake, VA: AACE.
Retrieved from http://www.editlib.org/p/23583.

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Journal Information

AACE Journal
ISSN 1065-6901
Volume 15, Issue 4, October 2007
Association for the Advancement of Computing in Education (AACE)  Chesapeake, VA

More Information on AACEJ

Author

Barbara Schroeder, Boise State University, USA

Abstract

This research was undertaken to study and improve the marketing efforts of the Department of Educational Technology (EDTECH) at Boise State University, recognizing the need to generate revenues based upon the new self-support structure instituted at the university and EDTECH Department. In investigating the marketing opportunities for the Department, the EDTECH website was identified as a critical element in the publicity of the graduate online program. Therefore, the researchers focused the evaluation on the effectiveness of the Educational Technology (EDTECH) department website (http://edtech.boisestate.edu) and other marketing strategies in increasing student enrollment and addressing student needs. Through analyses of website log files, student surveys, and competing programs, the study offers suggestions for improving the overall marketing of the program, with specific recommendations for the department. A review of search engines and their criteria provides a comprehensive background for understanding the complexity and ramifications of website design. This study offers important insights into website purpose, coding, and ancillary marketing opportunities. Four recommendations are presented, including a comprehensive list of website design standards, applicable to any university department or program

Keywords

• Administration
• Evaluation
• Business
• Educational Technology
• Computers
• Internet

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