In order to gain a comprehensive understanding of the factors influencing students' choice of major, I conducted 20 user interviews and employed a Google form to collect responses. The objective was to extract valuable insights that would inform the content strategy for marketing the Esports and Gaming Administration degree program.

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Key Findings:

1. Job Availability:

A recurring theme emerged across interviews, emphasizing the significance of job availability in the decision-making process. Students expressed a keen interest in majors that offered promising career prospects, indicating a pragmatic approach to their educational choices.

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2. Prestige of the Major:

The perceived prestige associated with a major was identified as a noteworthy factor. Participants acknowledged that the reputation and standing of their chosen major played a role in shaping their decision, suggesting a desire for programs with a positive image.

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3. Range of Career Options:

The breadth of career options post-graduation emerged as a critical factor influencing major decisions. Students were drawn to majors that offered versatility and a diverse array of career paths, indicating a preference for programs that fostered adaptability.

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4. Perceived Personal/Academic Abilities:

Participants often cited an alignment between their perceived personal abilities and the requirements of the major. This highlighted the importance of self-awareness and a belief in one's capacity to succeed in the chosen field.

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5. Interest in the Major:

The genuine interest in the subject matter was consistently emphasized as a driving force behind major selection. Students sought programs that aligned with their passions and intellectual curiosity.

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6. Earning Potential:

The potential for a lucrative career post-graduation was identified as a decisive factor. Students demonstrated a practical consideration for the financial aspects associated with their chosen major.

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7. Family and Peer Pressure:

Surprisingly, family and peer pressure were found to be relatively minor factors in students' decisions regarding their college major. The emphasis was placed on individual interests, abilities, and career aspirations.

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I also asked​ participants where they heard about their college major to gain insight into important marketing channels to leverage for this project. The responses, in order of popularity, were research/Google, peer/family recommendation, flyer, school counselor, college fair, and commercial.

 

Application in Content Strategy:

1. Highlighting Career Opportunities:

The content strategy will prominently showcase the diverse career paths and opportunities available to graduates of the Esports and Gaming Administration program. Emphasizing the real-world applicability of the degree will address the importance of job availability and the range of career options.

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2. Emphasizing Program Prestige:

To appeal to the desire for prestige, the content will highlight the program's credentials, faculty expertise, and any notable achievements. Building and maintaining a positive reputation will be integral to attracting prospective students.

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3. Showcasing Versatility:

Content will underscore the program's versatility, illustrating the various career trajectories possible. Case studies, alumni success stories, and testimonials will be leveraged to demonstrate the broad range of opportunities available post-graduation.

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4. Personalized Messaging:

Acknowledging the importance of perceived personal abilities, the content will be crafted to resonate with individual strengths and aspirations. Personalized messaging will create a connection between the program and the unique qualities of potential students.

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5. Stoking Genuine Interest:

The content strategy will focus on conveying the passion and excitement inherent in the Esports and Gaming Administration field. Engaging and informative content will spark genuine interest among prospective students.

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6. Addressing Earning Potential:

Transparent discussions about the earning potential associated with the program will be incorporated into the content. Providing data on average salaries, industry demand, and potential for career growth will cater to the practical considerations of prospective students.

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In conclusion, the insights garnered from user interviews have been instrumental in shaping a content strategy that resonates with the motivations and considerations of prospective students, aligning the Esports and Gaming Administration program with their aspirations and expectations.