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How do Australian universities market STEM courses in YouTube videos?

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  • Amanda Bridget Mwenda
  • Miriam Sullivan
  • Ann Grand

Abstract

Universities are no longer limited to traditional media platforms for recruitment advertising; increasingly, institutions are using online videos and social media to promote themselves locally and internationally. We analysed a sample of 81 YouTube videos that promote Science, Technology, Engineering, and Mathematics (STEM) courses in 40 Australian universities. We used quantitative content analysis to examine gender and ethnic representations, and qualitative content analysis to inductively find marketing themes. Videos used on the websites of both established and younger Australian universities had almost equal numbers of women and men. Students (including alumni) were the most common speakers in videos. However, representation of non-Caucasians remained low. Of the 17 reoccurring themes identified, Course Experience and Labour Market were most common. The lack of clear unique selling propositions was a key weakness across all videos. Overall, video content from Australian STEM faculties rarely went beyond vague platitudes and generally lacked specific STEM content.

Suggested Citation

  • Amanda Bridget Mwenda & Miriam Sullivan & Ann Grand, 2019. "How do Australian universities market STEM courses in YouTube videos?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 191-208, July.
    • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:191-208
    DOI: 10.1080/08841241.2019.1633004
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    Cited by:

    1. Francisco-Javier Hinojo-Lucena & Pablo Dúo-Terrón & Magdalena Ramos Navas-Parejo & Carmen Rodríguez-Jiménez & Antonio-José Moreno-Guerrero, 2020. "Scientific Performance and Mapping of the Term STEM in Education on the Web of Science," Sustainability, MDPI, vol. 12(6), pages 1-20, March.

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