Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty

Art T. Weinstein; Donovan A. McFarlane

Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty

Art T. Weinstein
, Donovan A. McFarlane

Research output: Contribution to journal › Article › peer-review

Abstract

Universities should strive to emotionally connect with their current students, alumni, and the business community. As learning has morphed into e-learning, higher education marketers must turn to new online approaches to communicate effectively with key stakeholders. A blog can be used to share the latest thinking in marketing, respond to changing customer demands, build brand awareness, and maximize opportunities for user involvement. Using web metrics and strategic insights, the authors demonstrate how a blog can be a powerful digital tool to enhance MBA student involvement and retention.

Original language	American English
Journal	Journal of Marketing and Consumer Research
Volume	34
State	Published - Jan 1 2017

Keywords

Blogging
MBA programs
integrated marketing communications (IMC)
student engagement
teaching innovation
value creation

Disciplines

Business

Cite this

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abstract = " Universities should strive to emotionally connect with their current students, alumni, and the business community. As learning has morphed into e-learning, higher education marketers must turn to new online approaches to communicate effectively with key stakeholders. A blog can be used to share the latest thinking in marketing, respond to changing customer demands, build brand awareness, and maximize opportunities for user involvement. Using web metrics and strategic insights, the authors demonstrate how a blog can be a powerful digital tool to enhance MBA student involvement and retention.",

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AB - Universities should strive to emotionally connect with their current students, alumni, and the business community. As learning has morphed into e-learning, higher education marketers must turn to new online approaches to communicate effectively with key stakeholders. A blog can be used to share the latest thinking in marketing, respond to changing customer demands, build brand awareness, and maximize opportunities for user involvement. Using web metrics and strategic insights, the authors demonstrate how a blog can be a powerful digital tool to enhance MBA student involvement and retention.

KW - Blogging

KW - MBA programs

KW - integrated marketing communications (IMC)

KW - student engagement

KW - teaching innovation

KW - value creation

UR - https://nsuworks.nova.edu/hcbe_facarticles/692

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Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty

Abstract

Keywords

Disciplines

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