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Sell Yourself: Building A Foundational Structure Around An Institution's Position In The College Application Process, Brock Thomas Adams

LSU Doctoral Dissertations

The act of persuasion, specifically in the context of higher education recruiting, lacks both a breadth and depth of research. This could be due to economic trends inevitably promoting college attendance for high school seniors. With the recent influx of both online education, as well as for-profit institutions, there has been a shift in the approach to recruiting potential students to enroll at affiliated institutions each year. This study took a qualitative, grounded theory approach to understand both the intended persuasive strategies conceived by participating four-year Universities in the state of Utah, as well as the actual messages delivered to …