Marketing tech comm: A content analysis of value propositions on master’s degree websites
Conference
Thominet, L, Seal, S, Acosta, K. (2025). Marketing tech comm: A content analysis of value propositions on master’s degree websites
. 66-72. 10.1145/3711670.3764621
Thominet, L, Seal, S, Acosta, K. (2025). Marketing tech comm: A content analysis of value propositions on master’s degree websites
. 66-72. 10.1145/3711670.3764621
In this paper, we analyze the ways that technical and professional communication programs advertise master’s degrees on their websites. We use conventional content analysis to identify eleven conventional, common and uncommon sales pitches on 57 master’s degree websites. The findings demonstrate that these websites emphasize the instrumental value of their master’s degrees for potential students’ future career success. Due to the preponderance of this content, we argue that technical communications master’s websites should highlight other forms of content to differentiate themselves from competitors. As recommended by past studies, this content could be intentionally aligned with the field’s shared values.
