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Cracking The Code To Effective Marketing In Higher Education: A Case Study Of Recruitment And Retention Of First-Generation, Latinx Community College Students, Manuel L. Romero
Cracking The Code To Effective Marketing In Higher Education: A Case Study Of Recruitment And Retention Of First-Generation, Latinx Community College Students, Manuel L. Romero
Theses and Dissertations
Marketing strategy involves selecting a target market and determining the desired product positioning to attract the desired customers (Silk, 2006). Recently, community colleges have seen a decrease in student enrollment. In some cases, this was brought on by the COVID-19 pandemic; in other cases budget constraints have posed challenges to community colleges and their recruitment marketing efforts. Successful advertising involves a marketing strategy where the student is considered the customer (Guilbault, 2017) and creative “edvertising” (DiMartino & Jessen, 2018) campaigns entice students to select one college above other competitors. With a growing Latinx population in the United States, college recruitment …
Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith
Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith
Theses and Dissertations
Deficit discourse, the idea that minorities "lack" intellectually, runs through current ideas about diversity in higher education. Diversity is viewed as a policy that helps the deficient. Recent litigation about diversity, Fisher v. University of Texas (2013), embodied the alignment of deficit and diversity. This study examined portrayals, visual and textual, of diversity on the websites of ten urban-serving universities, using a method of critical discourse analysis and a lens of critical race theory, to uncover the ways they defined diversity and if notions of deficit were attached. This study also addressed the ways these universities, a part of the …