Digital Marketing Approaches for Generation Y to Position PhD or FPM Program

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Author(s): Varsha Jain (Mudra Institute of Communications, India)
Copyright: 2019
Pages: 16
Source title: New Age Admissions Strategies in Business Schools
Source Author(s)/Editor(s): Shalini Kalia (S.P. Jain School of Global Management, India)and Lubna Nafees (Appalachian State University, USA)
DOI: 10.4018/978-1-5225-9073-6.ch018

Keywords: Business Education / Business Science Reference / Education / Higher Education

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Abstract

The purpose of this chapter is to provide a comprehensive overview of the changing needs of PhD or FPM program. The focus of its overview will extend to an exploration of the needs and demands of modern PhD or FPM programs. One of the first dimensions of this exploration is the nature of Generation Y students pursuing their PhD or FPM programs. One of the first insights this chapter offers is that this generation merges their knowledge requirements, consumption patterns, and social interactions. This merging happens in the context of digital devices and platforms for Generation Y. This merging is inclusive of their educational requirements. When they wish to pursue their educational goals, they seek the same criteria that they evaluate their either requirements on. These criteria are functionality, ease of access and aesthetics. Going on, the denizens of Generation Y seek to contribute as much on digital platforms as much as they receive. In the context of PhD or FPM programs, the students of Generation Y prefer to communicate with other users, experts, and influencers.

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