The efficiency of marketing and enrollment tools in recruitment of online master degree students in the us

Résumé

Based on the real performance of more than 20,000 leads and 500 enrollments across 7 programs, 6 intakes and two years of online marketing and recruitment, this doctoral thesis contributes original findings to the body of knowledge and industry practice. The study provides an empirical framework for online master degree enrollments including the lead generation, conversion and commitment phases of the process; for each stage, different tools are tested for efficiency, as well as potential differences of behavior among age groups and geographies.