Abstract
Markteffect, a full-service market research company, investigated potential students’ orientation processes, how to increase current students’ happiness with their schools, and how schools can make fans and ambassadors of their current students and alumni. Multiple studies were conducted with research techniques like interviews, group discussions, and quantitative surveys among thousands of potential and current college and university students. Results show that current students’ experiences are especially important in potential students’ orientation processes and that social media can play an important role in creating a realistic impression of a school—especially its atmosphere, which is the strongest determinant of school choice. Good lecturers and clear communications regarding job possibilities also attract new students and enhance current students’ satisfaction. A strong connection with the school and fellow students creates alumni who are fans and who will play a role in attracting new students through word-of-mouth. Social networking sites, especially Facebook and LinkedIn, can help the school maintain contact with such fans. The study’s results can help schools optimize their recruiting strategies and digital marketing strategies to attract new students and to distinguish themselves from other schools.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
de Boer, A. (2020). Attracting New Students, Satisfying Current Students, and Creating Fans of an Educational Institution. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_24
Download citation
DOI: https://doi.org/10.1007/978-3-030-24374-6_24
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-24373-9
Online ISBN: 978-3-030-24374-6
eBook Packages: Business and ManagementBusiness and Management (R0)