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 …

Higher Education Business And Technology Leaders’ Behaviors That Drive Outcome Alignment, Katherine Lynch-Holmes

Dissertations

Higher education institutions (HEIs) face unprecedented challenges, including capacity alignment, financial sustainability, and even public confidence (Grajeck & Brooks, 2020; Grawe, 2019; Oblinger, 2019; Simone, 2020, Wheeler, 2020, Witt & Coyne, 2019). Financial challenges force HEIs to reduce costs by making decisions like cutting programs, laying off staff or merging institutions to reduce operating costs (Chen et al., 2019; Sellingo, 2017; Witt & Coyne, 2019). Higher education leaders (HELs) must act as trusted partners and broker technology to align processes, support, and outcomes (Luftman 2000; Petkovics, 2018; Reinitz, 2019). Unfortunately, higher education’s business-technology (BITA) alignment remains lower than other national …

Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard

Dissertations

Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model. Responses from practitioners representing every department within advancement, every regional accrediting body and each of the baccalaureate to doctoral Carnegie Classification levels indicated the IMC process model is both understood and its tenets practiced by practitioners at all sizes and levels of institution. The study was of interest to the practitioners as more than half of the respondents requested a copy of the results. Additionally, …