Events as a Customer Touchpoint in Student Life: Creating Valuable Experiences and Lasting Impressions

摘要

Nowadays, universities are catering to numerous stakeholders and they are oftentimes judged by very different perspectives. Therefore, acting out of a strong and well defined brand image can only help to deal with the rising market pressure (Celly and Knepper, 2010; Maringe and Gibbs, 2009). In addition to traditional marketing tools like advertisements in magazines or even TV commercials, universities are implementing new forms of advertising as well as event marketing into their marketing mix in order to ensure their success (Chapleo, 2010). Such new marketing tools have generally become more and more valuable since consumers become less responsive to more traditional forms of advertising (Belch and Belch, 2007).