Header menu link for other important links
To study the effectiveness of university website for university admissions in COVID-19 crisis
, Ravikumar Chitnis
Published in Sanchar Educational \& Research Foundation, Lucknow
Volume: 7
Issue: 28
Pages: 114 - 121

Rutter et. al. reported that, over the last few years, the prospective candidates are looking at the experience of Higher Education commercially (Rutter et al., 2017). After the emergence of digital marketing many more mediums got added to this buke of communication. Due to the availability of abundant information over the internet in today's competitive environment, the complexity of information and the sources has increased a lot (Walsh & Mitchell, 2010). Many marketing communication channels have been explored by Universities these days, but there is a lack of contemporary research in this COVID-19 pandemic. The way prospective candidates and parents have been thinking in this pandemic situation has seen a paradigm shift. The way the admission decisions for University programs were taken pre-pandemic and the way admission decisions were taken for the academic year 2020-21 in this pandemic situation could be completely different. This paper is an attempt to study how effective universities' websites are in supplying information to its prospective candidates ultimately helping them in making their admission related decisions. A questionnaire having 51 attributes was designed by researchers. The data were collected from 200 newly admitted first-year students across the different streams. We use the contingency table to investigate the relationship between various marketing strategies and social-economical background of the students. The factors related to marketing strategies are collected on an ordinal scale to capture more variation among them. We perform partial odds regression model (Peterson & Harrell, 1990) to model these ordinal responses.

About the journal
JournalShodh Sarita
PublisherSanchar Educational \& Research Foundation, Lucknow
Open AccessNo