Education Commons^™

Brand And Culture Fusion: How Marketing Directors Lead Brand And Culture Alignment At Private Non-Profit Higher Education Institutions, Erin Hales

Dissertations

Purpose: The purpose of this phenomenological study was to identify and describe, through the lens of activity theory (AT), the challenges and best practices of marketing directors at private, non-profit higher education institutions on how they lead brand and culture alignment.

Methodology: This phenomenological study collected, analyzed, and triangulated data through 15 semi-structured interviews and the collection of artifacts. Data was then coded into themes, frequencies were calculated, and data was organized into the four categories of AT: tools, rules, community, and division of labor.

Findings: Examination of the data found that marketing directors experienced six challenges representing all four …

The Russian Research Center At Harvard Versus Cambridge Analytica: Influencing The Public In A Cold War, Robert Joshua Howard

Dissertations

No abstract provided.

Cultural Branding: An Examination Of Website Marketing Practices At Historically Black College And Universities And Non-Hbcu Black Serving Institutions, James Hudson

Dissertations

The purpose of this study was to determine if there was a difference between the way that higher education marketing professionals at Historically Black Colleges and Universities (HBCUs) and non-HBCU Black Serving Institutions (BSIs) use website marketing techniques for institutional branding. This examination was prompted by Gasman (2007) who suggested that the inability of some HBCUs to garner and/or maintain sufficient enrollment numbers stems from poor image management. Further, Gibbs (2015) suggested that a comparison between HBCU websites and Traditionally White Institution (TWI) websites might be beneficial. Thus, this study sought to answer the following research questions:

RQ1. Is there …

Multiple Roles: The Conflicted Realities Of Community College Mission Statements, Mark David Mrozinski

Dissertations

Questions of efficacy have always plagued the use of mission statement as a strategic planning tool. In most planning models, the mission statement serves to clarify goals and guide the formation of strategies. However, little empirical evidence exists validating that mission statements actually improve the performance of organizations, even though regional accrediting commissions in higher education include mission statement and affiliated processes as criterion for accreditation. For community colleges, the question is how can mission statements best be used to move the institution forward in a climate of change and challenges?

The purpose of this study is to explore the …