CCLA Capstone Projects
Date Completed
6-4-2009
Degree Type
Capstone
Recommended Citation
Sroka, Anne B., "Adopting a Web-centric Communications Model" (2009). CCLA Capstone Projects. 2.
https://scholarworks.umass.edu/ccla_capstones/2
COinS
Comments
Technology has rapidly transformed the higher education landscape. The "web-centric" approach to marketing and communications has, in a relatively short time, replaced conventional methods because of its timeliness, efficiency and cost-effectiveness. Augmented with the new Web 2.0 applications, the web-centric approach is the ascendant communications strategy and has become necessary for achieving strategic objectives in marketing, public relations, enrollment management, and crisis communications. Moreover, colleges and universities have successfully transitioned to web-centric communications and have restructured their communication function to embrace opportunities made possible by new media.