Making Sense of Digital Content Strategy, Higher Education and Student Recruitment

Oksana Razina, Mohammed Al-Husban, Shakeel Ahmad, Margaret Ross

Research output: Chapter in Book/Report/Published conference proceedingConference contribution

Abstract


Big data has led to an extremely large amount of information appearing online which requires additional capturing, organising, analysing and storing. The change also demands information systematisation, new approaches to the online content management and development of the relevant software. The issue is highly relevant to higher education institutions (HEIs) than ever before, given the complex market situation – severe financial and strategic competition, i.e. continuously added/changing government policies, rising tuition fees and decreased student numbers (due to low suitable-for-HE-age population and general concerns about the potential debt).

Current prospective students are better technologically equipped and educated. As the online users, they require swifter access to the relevant website content, via multiple devices, with the opportunity for two-way communication and quick response times to enquiries. If the intention is to stay in the market for the long-term, institutions need to adapt to the new market requirements and technological needs of the modern key stakeholders. Thus, successful student recruitment is vital, yet, at the same time, hard to achieve.

This paper proposes a solution in the form of a digital content strategy (DCS). The strategy enables effective planning of quality content and online data management which can, potentially, provide distinction in student recruitment and a unique position in the HE market.




Original languageEnglish
Title of host publicationGlobal Connectivity and Learning across the Generations
Subtitle of host publicationINSPIRE 2019
EditorsOsama Khan, Paul Marchbank, Elli Georgiadou, Peter Linecar, Margaret Ross, Geoff Staples, James Uhomoibhi
Place of PublicationSouthampton
Volume24
ISBN (Electronic) 978-1-9996549-3-1
Publication statusAccepted/In press - 2019
EventGlobal Connectivity and Learning across the Generations - Solent University, Southampton, United Kingdom
Duration: 16 Apr 201916 Apr 2019
Conference number: 24

Conference

ConferenceGlobal Connectivity and Learning across the Generations
Abbreviated titleINSPIRE 2019
CountryUnited Kingdom
CitySouthampton
Period16/04/1916/04/19

Fingerprint

Digital content
Student recruitment
Sensemaking
Government policy
Communication
New markets
Fees
Stakeholders
Content management
Software
Data management
Response time
Higher education institutions
Quick response
Web sites
Debt
Planning
Organizing

Cite this

Razina, O., Al-Husban, M., Ahmad, S., & Ross, M. (Accepted/In press). Making Sense of Digital Content Strategy, Higher Education and Student Recruitment. In O. Khan, P. Marchbank, E. Georgiadou, P. Linecar, M. Ross, G. Staples, & J. Uhomoibhi (Eds.), Global Connectivity and Learning across the Generations: INSPIRE 2019 (Vol. 24). Southampton.
Razina, Oksana ; Al-Husban, Mohammed ; Ahmad, Shakeel ; Ross, Margaret. / Making Sense of Digital Content Strategy, Higher Education and Student Recruitment. Global Connectivity and Learning across the Generations: INSPIRE 2019. editor / Osama Khan ; Paul Marchbank ; Elli Georgiadou ; Peter Linecar ; Margaret Ross ; Geoff Staples ; James Uhomoibhi. Vol. 24 Southampton, 2019.
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abstract = "Big data has led to an extremely large amount of information appearing online which requires additional capturing, organising, analysing and storing. The change also demands information systematisation, new approaches to the online content management and development of the relevant software. The issue is highly relevant to higher education institutions (HEIs) than ever before, given the complex market situation – severe financial and strategic competition, i.e. continuously added/changing government policies, rising tuition fees and decreased student numbers (due to low suitable-for-HE-age population and general concerns about the potential debt). Current prospective students are better technologically equipped and educated. As the online users, they require swifter access to the relevant website content, via multiple devices, with the opportunity for two-way communication and quick response times to enquiries. If the intention is to stay in the market for the long-term, institutions need to adapt to the new market requirements and technological needs of the modern key stakeholders. Thus, successful student recruitment is vital, yet, at the same time, hard to achieve. This paper proposes a solution in the form of a digital content strategy (DCS). The strategy enables effective planning of quality content and online data management which can, potentially, provide distinction in student recruitment and a unique position in the HE market.",
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Razina, O, Al-Husban, M, Ahmad, S & Ross, M 2019, Making Sense of Digital Content Strategy, Higher Education and Student Recruitment. in O Khan, P Marchbank, E Georgiadou, P Linecar, M Ross, G Staples & J Uhomoibhi (eds), Global Connectivity and Learning across the Generations: INSPIRE 2019. vol. 24, Southampton, Global Connectivity and Learning across the Generations, Southampton, United Kingdom, 16/04/19.

Making Sense of Digital Content Strategy, Higher Education and Student Recruitment. / Razina, Oksana ; Al-Husban, Mohammed; Ahmad, Shakeel; Ross, Margaret.

Global Connectivity and Learning across the Generations: INSPIRE 2019. ed. / Osama Khan; Paul Marchbank; Elli Georgiadou; Peter Linecar; Margaret Ross; Geoff Staples; James Uhomoibhi. Vol. 24 Southampton, 2019.

Research output: Chapter in Book/Report/Published conference proceedingConference contribution

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N1 - Keywords – Digital content strategy, content marketing, content analysis, big data, Higher Education

PY - 2019

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N2 - Big data has led to an extremely large amount of information appearing online which requires additional capturing, organising, analysing and storing. The change also demands information systematisation, new approaches to the online content management and development of the relevant software. The issue is highly relevant to higher education institutions (HEIs) than ever before, given the complex market situation – severe financial and strategic competition, i.e. continuously added/changing government policies, rising tuition fees and decreased student numbers (due to low suitable-for-HE-age population and general concerns about the potential debt). Current prospective students are better technologically equipped and educated. As the online users, they require swifter access to the relevant website content, via multiple devices, with the opportunity for two-way communication and quick response times to enquiries. If the intention is to stay in the market for the long-term, institutions need to adapt to the new market requirements and technological needs of the modern key stakeholders. Thus, successful student recruitment is vital, yet, at the same time, hard to achieve. This paper proposes a solution in the form of a digital content strategy (DCS). The strategy enables effective planning of quality content and online data management which can, potentially, provide distinction in student recruitment and a unique position in the HE market.

AB - Big data has led to an extremely large amount of information appearing online which requires additional capturing, organising, analysing and storing. The change also demands information systematisation, new approaches to the online content management and development of the relevant software. The issue is highly relevant to higher education institutions (HEIs) than ever before, given the complex market situation – severe financial and strategic competition, i.e. continuously added/changing government policies, rising tuition fees and decreased student numbers (due to low suitable-for-HE-age population and general concerns about the potential debt). Current prospective students are better technologically equipped and educated. As the online users, they require swifter access to the relevant website content, via multiple devices, with the opportunity for two-way communication and quick response times to enquiries. If the intention is to stay in the market for the long-term, institutions need to adapt to the new market requirements and technological needs of the modern key stakeholders. Thus, successful student recruitment is vital, yet, at the same time, hard to achieve. This paper proposes a solution in the form of a digital content strategy (DCS). The strategy enables effective planning of quality content and online data management which can, potentially, provide distinction in student recruitment and a unique position in the HE market.

M3 - Conference contribution

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BT - Global Connectivity and Learning across the Generations

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A2 - Uhomoibhi, James

CY - Southampton

ER -

Razina O, Al-Husban M, Ahmad S, Ross M. Making Sense of Digital Content Strategy, Higher Education and Student Recruitment. In Khan O, Marchbank P, Georgiadou E, Linecar P, Ross M, Staples G, Uhomoibhi J, editors, Global Connectivity and Learning across the Generations: INSPIRE 2019. Vol. 24. Southampton. 2019