About this paper

Appears in:
Pages: 8100-8105
Publication year: 2015
ISBN: 978-84-606-8243-1
ISSN: 2340-1117

Conference name: 7th International Conference on Education and New Learning Technologies
Dates: 6-8 July, 2015
Location: Barcelona, Spain

EFFECT OF A TAILORED MULTIFACETED MARKETING INTERVENTION ON THE NUMBER OF NEW ENROLLEES IN A MASTER’S PROGRAM: FINDINGS FROM A DESCRIPTIVE LONGITUDINAL ANALYSIS

M. Ouimet, A. Picard, P. Lamare

Université Laval (CANADA)
Every year, universities compete to attract new students by investing resources in marketing campaigns. However, to minimize costs, universities that offer a large variety of undergraduate and graduate programs are often forced to run non-tailored marketing interventions. It is exactly what our own university tends to do by concentrating its investments in marketing interventions aimed at attracting students from all disciplines without tailoring their efforts to specific programs. In 2012-2013, the Faculty of Social Sciences developed and implemented a multifaceted marketing campaign tailored for the Master’s Program in Public Affairs, a multidisciplinary graduate program aimed at training future civil servants, mainly policy analysts. A professional in advertising campaigns for higher education institutions developed the intervention. The objective of this study was to examine, descriptively, whether the number of new enrollees increased after the implementation of a tailored multifaceted marketing intervention that was mainly based on the Web, emails and the social media. Using administrative data, we conducted a longitudinal descriptive analysis for the yearly number of new enrollees, the yearly number of demands received and the yearly number of offers made to potential new students. From year 1999-2000 to year 2012-2013 (i.e. pre-intervention years), the highest yearly number of new enrollees was 27 (year 2009-2010), while the lowest number was 12 students (years 2004-2005, 2005-2006 and 2007-2008). In years 2013-2014 and 2014-2015 (the post-intervention period), the number of new enrollees increased to 46 and 36 students, respectively. Although purely descriptive and non-inferential, these results suggest that the multifaceted marketing interventions generated an increase in the number of new enrollees.
@InProceedings{OUIMET2015EFF,
author = {Ouimet, M. and Picard, A. and Lamare, P.},
title = {EFFECT OF A TAILORED MULTIFACETED MARKETING INTERVENTION ON THE NUMBER OF NEW ENROLLEES IN A MASTER’S PROGRAM: FINDINGS FROM A DESCRIPTIVE LONGITUDINAL ANALYSIS},
series = {7th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN15 Proceedings},
isbn = {978-84-606-8243-1},
issn = {2340-1117},
publisher = {IATED},
location = {Barcelona, Spain},
month = {6-8 July, 2015},
year = {2015},
pages = {8100-8105}}
TY - CONF
AU - M. Ouimet AU - A. Picard AU - P. Lamare
TI - EFFECT OF A TAILORED MULTIFACETED MARKETING INTERVENTION ON THE NUMBER OF NEW ENROLLEES IN A MASTER’S PROGRAM: FINDINGS FROM A DESCRIPTIVE LONGITUDINAL ANALYSIS
SN - 978-84-606-8243-1/2340-1117
PY - 2015
Y1 - 6-8 July, 2015
CI - Barcelona, Spain
JO - 7th International Conference on Education and New Learning Technologies
JA - EDULEARN15 Proceedings
SP - 8100
EP - 8105
ER -
M. Ouimet, A. Picard, P. Lamare (2015) EFFECT OF A TAILORED MULTIFACETED MARKETING INTERVENTION ON THE NUMBER OF NEW ENROLLEES IN A MASTER’S PROGRAM: FINDINGS FROM A DESCRIPTIVE LONGITUDINAL ANALYSIS, EDULEARN15 Proceedings, pp. 8100-8105.
User:
Pass: