Mobile Marketing Strategies for Educational Programs

Business Education & Accreditation, v. 11 (1) 111-121

11 Pages Posted: 24 Oct 2019

See all articles by Mary Beth McCabe

Mary Beth McCabe

Point Loma Nazarene University

Richard Weaver

National University

Date Written: 2019


Today’s wireless mobile devices have changed how the world behaves and how education is distributed and promoted. The research reviewed mobile marketing through promotion and place of educational programs to understand how brands are behaving and the effect on consumers. The authors considered the following two questions: In what ways does mobile marketing deliver value to customers? How is mobile marketing used to differentiate the brand? The authors identified a select set of educational organizations who were providing similar services based on their websites at the time. The authors, learned about a range of examples on how mobile marketing can be utilized to promote and distribute educational information services. The authors assessed what contributed in providing value to the user. The criteria the authors assessed were: satisfaction, learnability, accessibility, efficiency and usability. A list of which websites have the most impact on the mobile screen is provided. A suggested model for degree of optimization includes four levels of mobile marketing progression: PC computer-based, progressing, partially optimized, and fully optimized.

Keywords: Mobile Marketing, Optimization Digital Marketing, Smartphones, Marketing in Education Programs, Strategy

JEL Classification: M30, M31, M37

Suggested Citation

McCabe, Mary Beth and Weaver, Richard, Mobile Marketing Strategies for Educational Programs (2019). Business Education & Accreditation, v. 11 (1) 111-121, Available at SSRN:

Mary Beth McCabe (Contact Author)

Point Loma Nazarene University ( email )

San Diego, CA
United States

Richard Weaver

National University ( email )

11255 North Torrey Pines Road
La Jolla, CA 92037
United States

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