Education Commons^™

The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger

Honors Theses

With enrollment rates expected to surge over the next decade, the competition

between institutions of higher learning will also increase. Because of this, marketing

material produced by all institutions will need to adjust to become more effective at

establishing brand identity to attract the attention of prospective students. Using Aaker’s

brand identity model as a framework to understand branding methods, this research aims

to identify marketing communication strategies that are more effective in a prospective

student’s decision-making process. The thesis also investigates prospective students’

recall and perception of marketing material produced by USM to determine its overall

effectiveness and differences …

Exploring How Popular Media Affects The Motivations And Hesitations Of Women Who Go Through Sorority Recruitment At The University Of Southern Mississippi, Whitley W. Howell

Honors Theses

Fraternity and sorority life is an important part of many college students’ experiences. Sororities provide college women with many opportunities for leadership, service, academics, and growth. Even though sororities have many benefits, they often have negative connotations in popular and social media. Often, these negative stereotypes affect people’s perception of sororities, and many women have hesitations about joining a sorority because of the way sororities are portrayed.

Sorority women express concern with the media’s negative representation of Greek life. The negative connotations affect how people see the sororities. Recruitment of new women into the chapters is an important part of …