Technology Fees Can Be Used to Improve Marketing Strategies in Public Urban Universities

Abstract

ABSTRACT This paper discusses various ways that public universities may finance the use of technology. It then suggests reasons why administrators in public urban universities should use technology fees to finance the cost of current and future computer technology. The authors believe that technology fees should be used because urban public universities have a larger percentage of non-traditional students who historically have lower retention rates. Rather than focusing on a defensive marketing strategy to avoid enrollment losses, universities should concentrate on an aggressive, positive marketing strategy to trumpet the advantages that students receive from the use of technology fees. Suggestions are presented for ways that colleges and universities can use the “technology fee” as a means of enhancing student satisfaction and increasing student retention.