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Conversations in search of audiences: Prospects and challenges of marketing UK’s postgraduate higher education using social media

Mitra, Amit; Qi, Baomin

Authors

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Amit Mitra Amit.Mitra@uwe.ac.uk
Senior Lecturer in Strategy and Operations Mgmt

Baomin Qi



Contributors

Yogesh K. Dwivedi
Editor

Matti Mäntymäki
Editor

M.N. Ravishankar
Editor

Marijn Janssen
Editor

Marc Clement
Editor

Emma L. Slade
Editor

Nripendra P. Rana
Editor

Salah Al-Sharhan
Editor

Antonis C. Simintiras
Editor

Abstract

It is no surprise that there are serious disparities between the rhetoric of education and the realities of education. Marketing of university curricula is a challenge that is increasingly becoming a difficult proposition as advances in social media (SM) are enabling prospective students to form opinions and inform their decisions like never before. Whilst the Universities and Colleges Admissions Service (UCAS) plays a central role in matching undergraduate students to courses in universities yet the same does not apply to postgraduate admissions which are sought after by a large number of applicants from overseas as well. As connectivity through the online world has rendered geography irrelevant at the same time access to course information and influence on the use of that information for deciding to register on it has become ubiquitous. This paper looks at some of the areas where SM has been successfully used. The paper then develops taxonomy of popular SM tools that are being widely used. Using this taxonomy it explores barriers and promoters that exist in the interface between universities and their audiences.

Citation

Mitra, A., & Qi, B. (2016). Conversations in search of audiences: Prospects and challenges of marketing UK’s postgraduate higher education using social media. In A. C. Simintiras, S. Al-Sharhan, N. P. Rana, E. L. Slade, M. Clement, M. Janssen, …Y. K. Dwivedi (Eds.), Social Media: The Good, the Bad, and the Ugly: Proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-SocietyTaylor and Francis

Publication Date Sep 1, 2016
Journal Innovations in Education and Teaching International
Print ISSN 1470-3297
Peer Reviewed Peer Reviewed
Series Title Lecture Notes in Computer Science
Book Title Social Media: The Good, the Bad, and the Ugly: Proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society
ISBN 9783319452333
Keywords social media, UCAS, higher education marketing, taxonomy
Publisher URL http://dx.doi.org/10.1007/978-3-319-45234-0_9