Degree Name

Master of Science (MS)

Semester of Degree Completion


Thesis Director

William J. Gibbs


This research explored a Web content management and personalization model for higher educational institutions. Through a review of literature and data collected from users, it formulated a conceptual model for Web content management and personalization. The study used the Web site of School of Technology at Eastern Illinois University as a typical case from which to develop the model for higher educational institutions. Understanding the factors influencing user attitudes about the adoption of new Web technologies is extremely important. Such an understanding can help Web developers develop a theoretical framework for a Web model as well as identify its components. Cognizant of user-centered design principles, the study surveyed School of Technology students to assess their attitudes and expectations about applying one-to-one marketing strategy to the School's Web site and to identify the content of the site. Based on the survey results, it formulated design guidelines that helped ascertain the one-to-one Web marketing strategy for the model. Finally, the study formulated a conceptual Web content management and personalization model in Unified Modeling Language formats.