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Effective University Web Presence

Effective University Web Presence. The Case of CITY College Maria Stefanovich. The Web as a Marketing Tool to Prospective Students. The Web as a means of communication – direct, timely, inexpensive Traditional versus Web Marketing – similarities and differences

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Effective University Web Presence

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  1. Effective University Web Presence The Case of CITY College Maria Stefanovich

  2. The Web as a Marketing Tool to Prospective Students • The Web as a means of communication – direct, timely, inexpensive • Traditional versus Web Marketing – similarities and differences • University Web sites – direct link to prospective students

  3. Components of effective web sites • Context – site layout and design, “the look-and-feel of a screen-to-face customer interface” • Content – text, pictures, sound and video • Community – how the site enables user-to-user communication • Customization – the site’s ability to self-tailor to different users or to allow users to personalize the site

  4. Components of effective web sites • Communication – how the site enables user-to-user communication or two-way communication • Connection – degree to which the site is linked to other sites • Commerce – the site’s capabilities to enable commercial transactions

  5. CITY College’s Web site • ► Launched in 1997 as an online brochure - “generation I” type site – simple static site, containing basic company and product info. • ► In 2001 the site was changed completely and became more interactive – “generation II” type. • ►“Generation III” type site – fully interactive, with dynamic content, assuring personalization and direct “customer” service.

  6. CITY College’s Web site QuestionnaireHow important was the following information on university Web sites when deciding where to study? (1) Very Very Don’t know/ Important Unimportant Not relevant 5 4 3 2 1 6 • ►Admission criteria 5 4 3 2 1 6 • ►Financial aid and Scholarships 5 4 3 2 1 6 • ►Information on tuition fees 5 4 3 2 1 6 • ►History and mission of the university 5 4 3 2 1 6 • ►Accreditation & recognition of diplomas 5 4 3 2 1 6 • ►The ability to apply online 5 4 3 2 1 6 • ►The ability to request catalogues online 5 4 3 2 1 6 • ►Course description and syllabus 5 4 3 2 1 6 • ►Module description for each course 5 4 3 2 1 6 • ►Coursework requirements 5 4 3 2 1 6

  7. CITY College’s Web site QuestionnaireHow important was the following information on university Web sites when deciding where to study? (2) Very Very Don’t know/ Important Unimportant Not relevant 5 4 3 2 1 6 ►Information on Faculty members 5 4 3 2 1 6 Information on the university facilities: ►computer labs 5 4 3 2 1 6 ►internet access 5 4 3 2 1 6 ►library resources 5 4 3 2 1 6 Information on Student Support Services: ►Accommodation office 5 4 3 2 1 6 ►Student Affairs office 5 4 3 2 1 6 ►Career office 5 4 3 2 1 6 ►Alumni office 5 4 3 2 1 6 ►English Language Support Services5 4 3 2 1 6

  8. CITY College’s Web site QuestionnaireHow important was the following information on university Web sites when deciding where to study? (3) Very Very Don’t know/ Important Unimportant Not relevant 5 4 3 2 1 6 ►Online academic calendar 5 4 3 2 1 6 ►Faculty web pages 5 4 3 2 1 6 ►Online university publications 5 4 3 2 1 6 ►Online events calendar 5 4 3 2 1 6 ►The ability to take a virtual tour of the university 5 4 3 2 1 6 ►Campus map 5 4 3 2 1 6 ► Information about international students 5 4 3 2 1 6 ►Frequently Asked Questions 5 4 3 2 1 6 ►Site map 5 4 3 2 1 6

  9. CITY College’s Web site Questionnaire (cont.)How important were the following communication features on university Web sites when deciding where to study? Very Very Don’t know/ Important Unimportant Not relevant 5 4 3 2 1 6 • ►Ability to communicate directly with • university faculty and staff 5 4 3 2 1 6 • ►Ability to communicate with current students • and alumni 5 4 3 2 1 6 • ►Ability to perform searches • on keywords and programs 5 4 3 2 1 6 • ►Ability to subscribe to university news bulletins, • magazines, articles on topics of interest 5 4 3 2 1 6 • ►Links to other sites 5 4 3 2 1 6

  10. Questionnaire (cont.)CITY COLLEGE WEB SITE RELATED QUESTIONS • What was your impression of CITY’s Web site the FIRST time? •  Very Good  Good  Neither Good nor Bad  Bad  Very Bad • As a prospective student approximately how many times did you refer to CITY’s Web site? •  None  One-Three  Four-Six  Seven – Nine  Ten and more • How strongly do you agree with the following at CITY’s web site? Agree Strongly Disagree Strongly 5 4 3 2 1 • ►The site was well organised 5 4 3 2 1 • ►I was able to find all the information 5 4 3 2 1 • ►I was able to find the information I • was looking for quickly and easily 5 4 3 2 1 • ►Site pages download quickly 5 4 3 2 1 • ►The site had a fresh look – was recently updated 5 4 3 2 1 • ►The site’s graphics were appropriate and • aesthetically pleasing 5 4 3 2 1 • Is there anything you’d like to see changed/added/removed on CITY’s web site? Please enumerate in order of importance:

  11. Results of the questionnaireCountry of Origin

  12. Results of the questionnaireProgram of Study

  13. 1 ►Accreditation & recognition of diplomas 2 ► Information on the library resources 3 ►Course description and syllabi 4 ►Information on tuition fees 5 ► Information for international students 6 ► Information on Internet access availability 7 ► History and mission of the university 8 ►Module description for each course How important was the following information on university Web sites when deciding where to study? (1) Ranked in terms of importance

  14. 9 ► Information on the computer labs 10 ►Admission criteria 11 ►Career office 12 ►Coursework requirements 13 ►Accommodation office 14 ►Faculty web pages 15 ►The ability to request catalogues online 15 ►Information on Faculty members 16 ►Online university publications 16 ►Financial aid and Scholarships How important was the following information on university Web sites when deciding where to study? (2) Ranked in terms of importance

  15. 17 ►Student Affairs office 18 ►Alumni office 19 ►Frequently Asked Questions 20 ►The ability to take a virtual tour of the university 21 ►Site map 22 ►Online events calendar 22 ►The ability to apply online 23 ►Online academic calendar 24 ►Campus map 25 ►English Language Support Services How important was the following information on university Web sites when deciding where to study? (3) Ranked in terms of importance

  16. 1. ►Ability to communicate directly withuniversity faculty and staff 2. ►Ability to perform searcheson keywords and programs 3. ►Ability to subscribe to university news bulletins, magazines, articles on topics of interest 4. ►Ability tocommunicate with current students and graduates 5. ►Links to other sites Communication featuresRanked in terms of importance

  17. 1 ►The site was well organised 2 ►I was able to find all the information 3 ►I was able to find quickly and easilythe information I was looking for 3 ►Site pages download quickly 4 ►The site’s graphics were appropriate 5 ►The site had a fresh look – was recently updated Results of the questionnaire (cont.)CITY COLLEGE WEB SITE RELATED QUESTIONS What was your impression of CITY’s Web site the first time you visited it?

  18. Conclusions • ►Regular and timely updates of content and design • ►More interactive, provide ways for direct communication and two-way communication • ►Keep prospective students involved • ►Reorganize the site into categories for prospective, current students, alumni and other constituencies • ►More prominently feature the information about the Intranet, on-line library, and portal • ► Fully interactive, with dynamic content, assuring personalization and direct “customer” service

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