Proceedings of the 2018 International Conference on Information Technology and Management Engineering (ICITME 2018)

Empirical Study on Media Selection in University Marketing Based on Funnel Model

Authors
Jizheng Ma
Corresponding Author
Jizheng Ma
Available Online August 2018.
DOI
10.2991/icitme-18.2018.15How to use a DOI?
Keywords
university marketing; funnel model; media selection; empirical study
Abstract

Higher education has entered the era of full competition, and the application of marketing theory in college enrollment has become a trend. It is of great significance to explore university marketing around the process of students’ decision-making. Through in-depth interviews and questionnaires, this paper verifies that students’ school choice behavior follows the marketing funnel model, and analyzes the effectiveness of different media in university marketing funnel, providing valuable data support and strategic suggestions for university marketing media selection.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2018 International Conference on Information Technology and Management Engineering (ICITME 2018)
Series
Advances in Intelligent Systems Research
Publication Date
August 2018
ISBN
10.2991/icitme-18.2018.15
ISSN
1951-6851
DOI
10.2991/icitme-18.2018.15How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Jizheng Ma
PY  - 2018/08
DA  - 2018/08
TI  - Empirical Study on Media Selection in University Marketing Based on Funnel Model
BT  - Proceedings of the 2018 International Conference on Information Technology and Management Engineering (ICITME 2018)
PB  - Atlantis Press
SP  - 71
EP  - 74
SN  - 1951-6851
UR  - https://doi.org/10.2991/icitme-18.2018.15
DO  - 10.2991/icitme-18.2018.15
ID  - Ma2018/08
ER  -