Changes in the usefulness of communication channels for prospective undergraduates about university studying
Afore and during the pandemic
Bibliographic Data
| ID | 21591415 |
|---|---|
| Authors | Annie W Y Ng (0000-0002-2972-5668, Hong Kong University of Science and Technology, corresponding author) |
| Year | 2023 |
| Volume | 37 |
| Issue | 2 |
| Pages | 361-372 |
| Publication date | 2023-03-22 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Educational Management (JOURNAL) |
| Journal identifiers | ISSN: 0951-354X • E-ISSN: 1758-6518 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/ijem-04-2022-0154 |
| OpenAlex | W4317910204 |
| Language | EN |
| Citations received | 1 |
| References cited | 24 |
Purpose This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach Students who had recently taken undergraduate program admission indicated how useful communication channels were in providing the information about university studying. Seven communication channels were examined: open/information day, admission talk, campus visit, education fair, admission website, social media and summer activities. The students were asked to complete an online survey at the beginning of an academic year. In the survey, they were asked to indicate the usefulness of each of the communication channels using a five-point Likert scale with the descriptors: 1 = not useful, 2 = slightly useful, 3 = somewhat useful, 4 = useful, 5 = very useful. If students did not have any usage experience with a communication channel, they were asked to choose “no experience.” There were 1798, 1735 and 1961 students at a university in Hong Kong participating in the study in academic years 2019/20, 2020/21 and 2021/22, respectively. Findings The pandemic has transformed the landscape of the university's ways of marketing channels to communicate with prospective students. The top useful channel of information for students during the pandemic was admission website, followed by social media and then open/information day. Before the pandemic, open/information day was the most useful channel of information for students and then admission website; the least useful one was social media channel. Significant differences were revealed in the usefulness rating on open/information day and social media channel among the three academic years. Originality/value The findings facilitate educational managers to determine the appropriate marketing and recruitment strategies for connecting with prospective students under dynamic context in the era of new normal. They helped identify where to focus the marketing efforts to achieve the most impact in particular under budget constraints
Academic year · Likert scale · Mathematics education · Medical education · Pandemic · Social media · Telecommunications · World Wide Web · Computer Science · Higher Education Research Studies · Medicine · Online and Blended Learning · Online Learning and Analytics · Psychology
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| Citations per year | 0.5 |
|---|---|
| Citation span | 2024 - 2024 (1) |
| Highly cited | No |