Research on the Optimization of Professional Master Enrollment Promotion Model Based on Lasswell's "5W" Model

Yang Wang; Pengzhi Kong

doi:10.62177/apemr.v3i3.1413

Authors

Yang Wang Shandong University of Finance and Economics
Pengzhi Kong Shandong University of Finance and Economics

DOI:

https://doi.org/10.62177/apemr.v3i3.1413

Keywords:

Lasswell's "5W" Model, Professional Degree, Postgraduate Enrollment Expansion, Decline in Application Numbers, Enrollment Promotion Model

Abstract

China’s postgraduate education is moving towards high-quality development with increasingly fierce enrollment competition. Despite the consecutive decline in applicant numbers, the enrollment quota and proportion of professional degree postgraduates are on the rise, creating critical challenges for their enrollment and emphasizing the importance of effective promotion. As a targeted communication activity, enrollment promotion inherently aligns with Lasswell’s "5W" model. This study applies communication theory and qualitative analysis to explore the five core elements of professional degree postgraduate enrollment promotion, and constructs an optimized 5W-based promotion framework.

It proposes building a four-dimensional communication team of admissions offices, supervisors, current students and alumni to boost credibility; designing candidate-centric promotional content highlighting practical and career advantages to create a "phenomenal" communication effect; integrating online-offline media channels to form a multi-dimensional communication matrix; utilizing big data to create precise candidate portraits for targeted enrollment; and establishing a comprehensive feedback mechanism to dynamically adjust strategies. This research provides practical references for universities to enhance their professional degree postgraduate enrollment promotion amid the complex and volatile current landscape.

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