A report on world's top 20 universities website marketing communication strategy: What can be emulated

Citation

Chong, Pei Wen and Samsi, Siti Zakiah Melatu and Mohd Noor, Mohd Nazri (2020) A report on world's top 20 universities website marketing communication strategy: What can be emulated. International Journal of Education, Psychology and Counseling, 5 (37). pp. 56-71. ISSN 0128-164X

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Abstract

The university website is important as a window for potential students. Its quality is directly associated with the image and reputation of the university, reflecting the level of the university. Therefore, it is vital that a university is able to establish a website that has a high level of usability, functionality, and creativity which can attract and retain the users. In order to have a rational understanding and learning from the experienced university websites, this study has selected the top 20 universities around the world where important elements from their websites are being studied and evaluated thoroughly. The elements include picture resolution, typography, layout, web structure and colour, type of information and content as well as the privacy and trust policy. The study provides important provision on how the world-class universities designed their websites which would potentially yield refinements to the current website of other universities around the globe.

Item Type: Article
Uncontrolled Keywords: Websites; University Marketing; Communication; Marketing; Marketing Strategy
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 06 Oct 2021 03:38
Last Modified: 06 Oct 2021 03:38
URII: http://shdl.mmu.edu.my/id/eprint/8488

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