Marketing special academic events to college professors and students.

摘要

The study examined the communication channels that professors, graduate students, and undergraduates use to learn and tell others about special academic events on college campuses, as well as individuals' motivations for attending academic events and mentioning them to others. Broad similarities emerged among the groups. Email announcement was the most common way to learn about academic events, and face-to-face communication was the most common means of telling others. Beyond the similarities, significant differences emerged. Overall, students showed more diversity in channels of communication for learning and sharing information about academic events, as well as in motivations for attending events and mentioning them to others. The study offers recommendations for marketing special academic events to professors and students.;Keywords: academic events, academic marketing, college students, social media, undergraduate research.