Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty

Author(s)

Art T. Weinstein, Nova Southeastern UniversityFollow
Donovan A. McFarlane

ORCID

Art T. Weinstein0000-0002-3076-7785

Document Type

Article

Publication Title

Journal of Marketing and Consumer Research

ISSN

2422-8451

Publication Date

2017

Abstract/Excerpt

Universities should strive to emotionally connect with their current students, alumni, and the business community. As learning has morphed into e-learning, higher education marketers must turn to new online approaches to communicate effectively with key stakeholders. A blog can be used to share the latest thinking in marketing, respond to changing customer demands, build brand awareness, and maximize opportunities for user involvement. Using web metrics and strategic insights, the authors demonstrate how a blog can be a powerful digital tool to enhance MBA student involvement and retention.

Volume

34

Issue

4

First Page

50

Last Page

56

NSUWorks Citation

Weinstein, Art T. and McFarlane, Donovan A., "Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty" (2017). HCBE Faculty Articles. 692.
https://nsuworks.nova.edu/hcbe_facarticles/692