Document Type
Conference Proceeding
Publication Date
2019
Abstract
This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Recommended Citation
Pharr, Julie M., "Best Practices in Digital Content Marketing for Building University Brands" (2019). Association of Marketing Theory and Practice Proceedings 2019. 8.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/8
About the Authors
About the Author
Julie Pharr is a Professor of Marketing in the College of Business at Tennessee Tech University in Cookeville, TN. Her doctorate in marketing is from Mississippi State University (1987). Dr. Pharr has published numerous papers in journals and conference proceedings over the years, including works in the Journal of Marketing Theory and Practice, Industrial Marketing Management, and Journal of Small Business Management.