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 …

Persuasion In Higher Education: Recruitment Of High Ability Students, Ann Marie Chilcutt

Honors Theses

Recruiting high ability students to institutions of higher education varies from university to university and is one of the most important variables for the continuing of successful colleges. This study focused on the variables that were most important to the current cohort of high ability freshmen at the University of Southern Mississippi. The aim of this study was to identify attitudinal and normative communicative components that are most effective for recruiting high ability students to the University of Southern Mississippi. By surveying this cohort of students, and using the Theory of Reasoned Action as a tool in creating questions for …