9
What Forms of Marketing Do Institutions Use to Reach the Ideal
Mix of Prospective Incoming Graduate Students?
·
The most mentioned marketing tools used by the institutions to attract
prospective graduate students are newspaper advertising (56 percent), other
Web sites (50 percent), and the schools Web site (44 percent).
Marketing Forms Used By the Institutions
·
ItÕs interesting to note the sharp discrepancy in terms of the attitude
toward the marketing function of Òother Web sitesÓ between the deans
and the presidents. Ninety-six percent of the deans interviewed used
Òother Web sitesÓ to reach the ideal mix of prospective incoming
graduate students, while only 4 percent of the presidents hold the same
opinion. This was also reflected in their differences in attitude concerning the
marketing function of school s Web sites . Fifty-five percent of the deans
cited the school s Web site as being a useful resource, while 32 percent of the
presidents thought that they used it to reach prospective graduate students.
3%
3%
3%
5%
5%
5%
9%
11%
11%
12%
12%
12%
18%
19%
21%
28%
31%
44%
50%
56%
0%
10%
20%
30%
40%
50%
60%
Open houses at school
Direct phone calls
College fairs
Career days
E-mail
Outreach through corporations
Word of mouth
Graduate program Web sites
conferences, information seminars, and speeches
On-campus visits
Television advertising
Alumni efforts
Brochures, pamphlets, and catalogs
Magazine advertising
Advertising in graduate school guides
Radio advertising
Direct mail
School's Web site
Other Web sites
Newspaper advertising
