Date of Award

2009

Document Type

Thesis

Degree Name

Master of Business (Research)

Department

Cork Institute of Technology

First Advisor

Dr. Angela Wright

Abstract

Competition has, and will continue to intensify further in the third-level educational sector to attain increased student numbers into the future. Third-level Institutes must focus on marketing activities, and understand that without an effective marketing communications strategy, the possibility of attracting increased numbers of students is negligible.

Cork Institute of Technology faces unprecedented funding shortfalls. This coupled with a soon to be introduced new funding mechanism, based on student numbers, has made it imperative for CIT to exploit new and innovative marketing media to generate awareness of the Institute and the courses it has to offer.

The students of today have been heavily influenced by technology and regularly use instant messaging, e-mail and social networking sites to communicate with their friends and teachers. Cork Institute of Technology must continually adapt to the ever- changing online technologies in order to market effectively online in a highly competitive marketplace.

This study identifies the integrated marketing communications mix currently employed by Cork Institute of Technology, and then pinpoints the optimal integrated marketing communications mix to support and enhance student recruitment activities.

Comments

Submitted in partial fulfilment for the Degree of M.B.S.

Access Level

info:eu-repo/semantics/openAccess

Included in

Marketing Commons

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