How can universities use E-marketing to attract students?

Abstract: The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by investigating and understanding E-marketing activities in combination with parts of Promotion Mix, and Relationship Marketing. Three universities in the south of Sweden were interviewed. A qualitative research method was applied, in combination with an deductive approach. Theories regarding the above mentioned elements were investigated and compared with data from semi-structured interviews of universities’ communication departments. Findings showed that in general universities are taking E-marketing into consideration, and understand the importance of its implementation. Yet, they have not applied all the activities which could have been to their advantage. Findings also showed that the universities’ most efficient E-marketing tool was their websites, as it could be appreciated by both current and potential students. In addition, Relationship Marketing and Promotion Mix seemed, in all universities, as a proper complement for E-marketing. However, it appeared that both elements were not implemented to their fullest either. This study could be of use to both practitioners and academics. The study shares information and knowledge of marketing channels which can be useful, yet, have not been used to their full capacity. Practitioners may benefit from the theory and findings, which show how higher education is adjusting to the technological revolution.