Conversations in Search of Audiences: Prospects and Challenges of Marketing UK’s Postgraduate Higher Education Using Social Media

  • Baomin Qi
  • Amit MitraEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


It is no surprise that there are serious disparities between the rhetoric of education and the realities of education. Marketing of university curricula is a challenge that is increasingly becoming a difficult proposition as advances in social media (SM) are enabling prospective students to form opinions and inform their decisions like never before. Whilst the Universities and Colleges Admissions Service (UCAS) plays a central role in matching undergraduate students to courses in universities yet the same does not apply to postgraduate admissions which are sought after by a large number of applicants from overseas as well. This paper looks at some of the areas where SM has been successfully used. The papers then goes onto develop taxonomy of popular SM tools that are being widely used. Using this taxonomy it explores barriers and promoters that exist in the interface between universities and their audiences.


Social media Higher education Postgraduate Online conversation Online marketing 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.Bolton Business SchoolUniversity of BoltonBoltonUK
  2. 2.Bristol Business SchoolUniversity of the West of EnglandBristolUK

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