ONLINE MASTER OF SCIENCE IN MARKETING PROGRAM DIGITAL MARKETING CAMPAIGN

Abstract

This thesis focuses on researching, developing, and implementing a comprehensive marketing strategy to promote the University of Arizona's new Online Master of Science in Marketing program. As online education continues to grow, establishing a strong and competitive presence in the digital marketplace is essential for attracting prospective students. Our objective was to create a data-driven, multi-channel marketing plan that effectively communicates the program's value, differentiates it from competitors, and drives enrollment. We collaborated with industry professionals and academic scholars, including Sangeetha Venkataramani, Assistant Marketing Department Head and Lecturer in Marketing at the Eller College of Management; Elyse Flynn Meyer, President of Prism Global Marketing Solutions; and Jenny Budwig, Director of Marketing at Fransmart. Their expertise in marketing assisted us in developing impactful initiatives. Our plan began with preliminary market research to analyze industry trends and target audience behaviors. Through this research, we defined our ideal student demographic, identified key motivators influencing their decision-making process, and tailored our messaging accordingly. We leveraged a combination of search engine optimization (SEO), targeted email campaigns, social media marketing, earned media, and digital advertising to create an effective strategy. Additionally, we worked closely with Arizona Online, which manages the program's landing page and information inquiries, to assess the effectiveness of our marketing efforts. By analyzing website traffic and conversion rates, we continuously tailored our strategy to maximize reach and enrollment outcomes. This thesis serves as both an academic and practical exploration of digital marketing in higher education, providing valuable insights into how universities can leverage modern marketing techniques to attract students.