How Colleges Have Responded to Changes In Student Recruitment as Defined By Their Level of Web Definition on Their Official College Web Sites

Abstract

Increased competition amongst colleges, advances in technology and the changing wants and needs of the target market has influenced colleges to expand their marketing techniques globally through the use of the World Wide Web. One hundred randomly selected college websites were analyzed for specific criteria found on the main page or any page that can be accessed from the main page. Demographic information was also collected about the colleges to look for potential trends in the level of web definition. The level was web definition was defined by specified criteria in the areas of technology implementation, interactivity and marketing concepts. The findings show that the area of marketing had the greatest number of colleges assigned to the medium-high level of web definition for both potential and actual number of points assigned and the area interactivity had the greatest number of colleges assigned to the low-medium level of web definition.