HCBE Faculty Articles

Title

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

Document Type

Article

Date

2017

Publication Title

Journal of Marketing and Consumer Research

ISSN or ISBN

2422-8451

Volume

34

Issue

4

First Page

50

Last Page

56

Description

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.

This document is currently not available here.

Peer Reviewed

Find in your library

Share

COinS