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A Mobile Market: Opportunities and Strategies in Higher Education
Abstract
As schools deploy mobile web capabilities, students have the ability to connect anytime, anywhere giving universities an important tool to engage and connect with university target markets. With mobile based internet usage expected to exceed desktop usage within the next four years this study focuses on understanding the role of this technology in connecting with prospective and current students. Research conducted with college students demonstrates that the usage of mobile technology is highest among this age segment and must be taken into consideration when communicating to its student base. Furthermore, the implications from this study suggest that mobile app features have value for current students and is in line with their usage of mobile technology and represent an important channel for reaching students. Finally, the paper focuses the need to develop content that can be measured and analyzed for effectiveness and that is in line with the university’s brand.
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