Title:	WEB COMMUNICATION: A JUNIORTUKKIE APPROACH TO SUCCESSFULLY RECRUIT AND RETAIN QUALITY STUDENTS FOR THE UNIVERSITY OF PRETORIA
Author(s):	Pieter Clase, Petrus Lombard
ISBN:	978-989-8704-11-5
Editors:	Piet Kommers, Pedro Isaías, Claire Gauzente, Miguel Baptista Nunes, Guo Chao Peng and Mário Macedo
Year:	2014
Edition:	Single
Keywords:	Web communication, recruitment, retention, quality students
Type:	Full Paper
First Page:	143
Last Page:	151
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	Tertiary institutions worldwide experiment with various communication tools in an attempt to develop the most appropriate model to be used for the recruitment of quality students. The technological era that we find ourselves in with its increasing emphasis on digital and electronic media as a means of communication, therefore also necessitates a fresh look at possibilities to not only attract the attention of prospective students but to also retain registered students to graduate at tertiary institutions. Traditional forms of communication simply do no longer adequately serve this purpose. The use of a variety of web communication models is increasingly attracting the attention of learners and students all over the world and can be used as a valuable source of information. Higher education institutions recognise the potential of using their websites as valuable communication tools in their marketing and recruiting campaigns along with a variety of social media applications (Kusma & Wright, 2013, Meyer & Jones, 2011, Gordon & Berhow, 2009). At the University of Pretoria there had been a significant increase in web communication by the JuniorTukkie Office with selected groups of prospective and registered students (excellence groups) in recent years as a result of the proven successes in the recruitment and retention of these students. Regular web communication with these target groups furthermore enhances the establishment of relationships with individuals on a more personal level which may impact positively on especially the retention of students. The aim of this paper is to reflect on the role of communication with prospective and registered students through the JuniorTukkie website and the impact it has on the recruitment and retention of quality students for the University of Pretoria.
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