University Web-Marketing: A Report Card

L. De Weaver , PhD Candidate, School of Commerce and Management, Southern Cross University, Email: lynne.deweaver@scu.edu.au

A. Ellis, School of Commerce and Management, Southern Cross University,
Email: allan.ellis@scu.edu.au

Keywords

Web-based marketing, university marketing, Web site ratings.

Abstract

In the face of growing competition for students, Australian Universities are becoming increasingly aware of the need to market their products and services both locally, nationally and internationally. As well as refining traditional print based materials the Web offers a new range of marketing possibilities.

The authors conducted a pilot study of nine Australian universities and rated their Web sites on 28 characteristics that were deemed relevant to successful Web-based marketing.

Surprisingly there was considerable variation in the total scores. Most universities could easily improve their situation by simply improving their performance on characteristics that were scored as inconsistent.  The top scoring university provides a clear guide as to what is best practice.  Highlights of each site are provided.