Iman

F a ti m a
Norhan
Ayse
Wafaa
Rehab
Yara
 College of Arts and Sciences

Department of MASS COMMUNICATION 

MCM 354
The Internet and Marketing Communication  
Spring 2011
  

                                                                              Internet Activity#_3 
 

Web Analysis of the MCM Website 

 

Imagine that you have been hired by AUS to market its MCM
educational program to people in the Gulf region. 
1. Perform a content analysis of MCM website, looking for
the information index, the interactive communication index
and the networking index.
2. Begin by examining Frequently Asked Questions?
Construct a FAB matrix for five key features that you
believe make MCM attractive to your target audience
(prospect students)
3. Write a one-page to the top management in which you
explain your recommendations and outline the next stages
in your web marketing plan to “sell” the program to your
target audience
Lime Light Agency

Question #1:

Information Index

AV NA
Curriculum 1
Faculty Profiles 1
Forms 1
Applications 1
Students 1
News 1
Events 1
Facilities 1
Alumni 1
Gallery 1
FAQs 0

Interactive Index

AV NA
Telephone 1
Fax 1
Email 1

Networking Index

AV NA
Facebook Page 0
Blog Address 0
Forums 0
e-learning 0
Online Store/ e-commerce 0
Hyperlinks: e-news 0
Question #2

Features
- Balanced foundation of technical and academic communication knowledge
- Offers concentration in Advertising, journalism and Public relations
- Accredited courses in graphic design, communication writing and video production.
- Student media development skills through a digital studios and digital technology

Attributes 
- Digital video studio with digital wide-screen cameras, a wide-screen digital video mixer and
audio mixer.
- Blue screen, an infinity sweep set, a reality set and broadcast news sets available.
- Smart rooms with up-to-date PC/MAC computers and flat screen monitors

Benefits
- Professional knowledge and expertise to enter the competitive mass media environment.
- Personal and professional growth on a mass media, social and cultural level.
- Fosters a creative, mind opening experience. 

Recommendations:

The Chinese term “Feng-Chui”, revolves around the concept of harmony and compatibility of
elements. This basically means that a website should include elements that should be balanced
and harmonious. The department’s website fails to do so; it is too simple the elements of design
are minimal.

A website should be creative yet simple and engaging.

Question #3:

After carrying out an analysis of the MCM department website and the content it includes
we come to see that it fails to fulfill many of the requirements of the information, interactive and
networking indices.

 A few recommendations to help improve the information index are as follows:

o A tab for the FAQs should be added to help people answer their questions
without having to wait for a reply after they contact the university. It also
helps clarify some concerns that new students and faculty have.
o Looking through the gallery tab it is obvious that it has not been recently
updated. Updating a website is essential and it falls under one of the core
decisions for creating a website. CDC-construction which includes
maintaining the website and constantly updating the content.

 The interactive index should include:

o All traditional means of contact are available but the NEW media forms
are not available to the website visitors.
o Addresses of the new media should be available under networking index
as well as the interactive index. This is because it would facilitate quick
contact.

 Last but not least, the networking index:

o Networking index is not available on the index.
o They fail to include many of the new media forms and they should include
them.
 For example they do have a Facebook page, a twitter account and
they fail to include them. Not even an icon that visitors can click
on to be taken to the land page of AUS on Facebook.
o The following are also examples that fall under the networking index and
would help to improve the page:

Blog Address
Forums
e-learning
Online Store/ e-commerce
Hyperlinks: e-news