Using a Marketing Faculty Blog as an Image Differentiator and Learning Resource to Enhance MBA Student Engagement and Loyalty

Abstract

Universities should strive to emotionally connect with their current students, alumni, and the business community. As learning has morphed into e-learning, higher education marketers must turn to new online approaches to communicate effectively with key stakeholders. A blog can be used to share the latest thinking in marketing, respond to changing customer demands, build brand awareness, and maximize opportunities for user involvement. Using web metrics and strategic insights, the authors demonstrate how a blog can be a powerful digital tool to enhance MBA student involvement and retention.

Keywords: Blogging, teaching innovation, integrated marketing communications (IMC), student engagement, value creation, MBA programs