The Application of Integrated Marketing Communication to the Cyber University

• Main Authors: Liu-Kang Jen, 劉康仁
• Other Authors: Chen,Nian-Shing
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/96974390900983565800

碩士 === 國立中山大學 === 傳播管理研究所 === 91 === The cyber university has become a new trend in personal learning systems. At present, many universities in Taiwan have set up cyber universities that provide lots of online courses for more students or working people. What are the main goals when the cyber university promotes it’s products？ What kinds of the marketing mix strategy it uses to achieve the goals？ And how does the cyber university make use of IMC tools to promote it’s products？ The case study method has been utilized in this research. The objectives including National Sun Yat-Sen Cyber University of National Sun Yat-sen University (NSYU)、National Taiwan University、E-college of National Chengchi University、National Tsing Hua University and Go2school of Chinese Culture University are studied to realize the product position、target audience、the relation between marketing mix and marketing goals, and the successful or obstructive factors etc. This research has the following findings： 1. The every part of the application of IMC in the cyber university forms a cycle. Although the products of the cyber university have no local limitation, they also have the differences in marketing strategy in different areas. 2. Because the cyber university is still on the stage of development, the business model is not completely established. At present, making profit is not the only goal in marketing, and building brand visibility is the most important for all cyber universities. 3. In the initial stage, the cyber university applies many marketing tools（advertising、public relations etc.）to promote it’s products, and then keeps on regulating to a perfect marketing mix strategy. Besides, internet marketing（through e-mail sending）is the most effective way and can be used with the database to interact with customers or convey personalized information. 4. No matter in the beginning or for the final achievement, the application of IMC tools in the cyber university must take customers into the main consideration. That means IMC not only makes profits for business corporation but also accumulates invisible brand image in customer’s mind as well as establishes a long relationship with every customer. At last, my research has the following contributions： 1. Setting up an IMC model of the cyber university. 2. With the study of cases, we know how cyber universities make use of IMC to promote it’s products and provide a reference for new investors to market their products.