WEBSITE AS A MARKETING COMMUNICATION TOOL

Abstract

This study explores the role that contents, visual elements and aesthetics plays in the use of university websites as a marketing communication tool. The focus of this study is on establishing if visual content and aesthetics could influence student decision to consider and attend any specific university. The study was motivated by the growing interests in how some Finnish universities of Applied Sciences can compete in the face of introduction of tuition fees in Finnish institutions of higher learning. Entirely qualitative in content, this study examines the framework for accessing website quality: web accessibility, web usability, web attractiveness, web credibility, web controllability, web efficiency, web helpfulness and web learnability. The results obtained from this research revealed the need for universities to have attractive and clearly understood web pages with readily navigable information on such characteristics such as programs, course offerings. location, tuition and scholarships. Results also revealed that a good website can influence the decision of prospective student.