Title:	JUNIORTUKKIE APP: A COMMUNICATION APPROACH TO ATTRACT QUALITY STUDENTS FOR THE UNIVERSITY OF PRETORIA
Author(s):	Martie Kilian
ISBN:	978-989-8533-77-7
Editors:	Mário Macedo and Piet Kommers
Year:	2018
Edition:	Single
Keywords:	Mobile Application, Communication, Prospective Students, Recruitment
Type:	Short Paper
First Page:	255
Last Page:	260
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	Thousands of tertiary institutions are embracing the social media revolution and the opportunities that it creates for their institutions. Dwindling budgets, geographical location, time constraints and limited venue space at higher institutions make it difficult to meet the demand for, for example, contact visits with student advisors who provide study assistance and career counselling, mass events on campuses, campus tours, information sessions and career exhibitions. The JuniorTukkie mobile application (JT APP) is beneficial to the University of Pretoria’s (UP) marketing strategy in various meaningful ways. It fills a gap by enabling the University to make that valuable first connection by communicating critical study-related information to prospective students in the way they prefer to be reached – on their mobile devices. By using the JT APP’s push technology, which is a highly visible, real-time form of communication, we provide our target market with a mix of information and real-time services. Well-informed prospective students make wise and clear study and career decisions, which contribute to a higher retention rate for the University. According to the University of Pretoria’s Strategic Plan, its projected growth in student admission over the next 15 years will be focused on enrolling an appropriate ratio of quality undergraduate students. In support of the University’s strategic vision and in line with its hybrid learning model, which is a blend of face-to-face teaching enriched by virtual/online learning and communication products, the JT APP (JT APP) ticks all the boxes. In order to enhance the University of Pretoria’s recruitment strategy, it is of critical importance to research the impact of the JT APP as a communication tool designed to attract more applications from high-quality prospective undergraduate students who wish to study at UP.
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