By Larry D. Witzel
Unpublished manuscript (March 5, 2023)
School of Communication and the Arts, Liberty University

Abstract

Pacific Union College is a liberal arts college in Northern California. This paper gives a brief history of the institution and its current state, outlines its current online marketing efforts, describes the benefits of an online marketing plan covering eight marketing channels, and proposes three digital analytics initiatives that could be implemented to drive new student enrollment, retention of current students, and increased financial support from donors.

Keywords: Pacific Union College, higher education, online marketing, sentiment analysis, network analysis, content marketing

Citation

Witzel, L. D. (2023, March 5). Online marketing plan: Digital and analytical prospectus for Pacific Union College [Unpublished manuscript]. School of Communication and the Arts, Liberty University.