A Preliminary Look at the Development on Websites of Higher Education Institutions

Introduction To Websites Of Higher Education Institutions

Over the years university administrators have developed a number of ways to involve students in campus life. One such mechanism many colleges and universities have historically utilized is a printed booklet containing photographs and information about incoming students, in order to help students learn about their peers and identify potential friends as they navigate in a new environment (Wandel, 2007).

The rapid technological change and proliferating information resources are lineaments of our contemporary society. Probably the most exciting and significant innovation in education in recent years is the widespread computer-based technology integrating in teaching and learning. Particularly, the World Wide Web is radically redefining how people obtain information and the way people teach and learn. Apparently, more and more educators and students have access to abundant information, and the amount of that information is growing at a staggering speed (Yang, 2008). Cooper and Burns stated, “The Internet and more specifically websites at college and universities have become thoroughly integrated into the admissions process” (p. 203). According to Carnegie Communications, the Internet is ‘‘considered the single most important tool in the college search process’’ (Klein, 2005, p. 37). As McKenzie (1997) noted, “Web sites - properly constructed - are information systems. They efficiently structure content to provide visitors with knowledge and insight. They deliver ‘the goods’…a good school Web site helps people find educationally worthwhile information with a minimum of wasted time and wandering” (p.26).

Since 1998, colleges have placed increasing emphasis on restructuring their websites so they are attractive and relevant to prospective students’ wants and needs (Tucciarone, 2009). Hoover (2006) found that seventy- nine percent of enrollment managers at private research universities indicated ‘‘their top priorities included integrating the Web into marketing efforts.’’ According to Stoner (2004), a college’s website is rated as one of the top sources of information during the college-search process. Cooper and Burns (2007) stated, “Websites for colleges and universities have become the primary means for students to obtain information in the college search process” (p. 203). Prospective and current students utilize college websites because of their convenience and speed. A college’s website, offering a wide range of information is the portal to students’ interactive search, providing a means of communication, access to tools such as databases and directories, and targeted information (Middleton, McConnell, and Davidson 1999). As Rozelle and Landis (2002) indicated that a college’s website was associated with perceptions of having gotten more realistic information about the university; perhaps most important, it had been available 24 /7, offering greater flexibility.

Over a considerable period of time, a typical university website of higher education institutions usually includes: about the university/college, academics, admissions, student life, news and events, athletics, etc. Prospective and current students, faculty and staff, parents, visitors, community and business, and alumni can focus on the university based upon their interests.