A self-adaptive customer-oriented framework for intelligent strategic marketing: A multi-agent system approach to website development for learning institutions

In this paper, we argue that current universities´ websites provide essential information for visitors but they do not support strategic marketing issues. Consequently, this paper discusses the possibility of proposing an intelligent strategic marketing via self-adaptive customer-oriented website. The idea is to provide a satisfying factor for visitors once they click and open a university´s website page. The proposed framework consists of three main phases which are, e-questionnaire development, grouping society process, and tactical adaptation process. The first phase is achieved by conducting interviews with different people from different areas about their main concerns when they select a university and subsequently come up with an e-questionnaire. The second phase is operated by a multi-agent system that analyzes a society member´s responses to the e-questionnaire and discovers the member´s various preferences. The third phase is operated by a facilitator agent that performs tactical adaption to the website´s content via a customer-oriented approach. The customer-oriented approach works on matching each group preferences with the website content. Finally, the self-adaptive website displays materials to these groups according to their preferences.