Marketing for a Web-Based Master's Degree Program in Light of Marketing Mix Model
Online Journal of Distance Learning Administration Volume 15, Number 1, ISSN 1556-3847
The marketing mix model was applied with a focus on Web media to re-strategize a Web-based Master's program in a southern state university in U.S. The program's existing marketing strategy was examined using the four components of the model: product, price, place, and promotion, in hopes to repackage the program (product) to prospective students (customers) and to offset the impact of dissolved partnership with its state-funded coordinating body, which carried a stronger brand image than the university where the program was housed. Challenges and recommendations were addressed.
Pan, C.C. (2012). Marketing for a Web-Based Master's Degree Program in Light of Marketing Mix Model. Online Journal of Distance Learning Administration, 15(1),.