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Full-Text Articles in Education
The Nova Southeastern Lawyer, Fall 2006, Volume 12, Number 7, Nova Southeastern University - Shepard Broad Law Center
The Nova Southeastern Lawyer, Fall 2006, Volume 12, Number 7, Nova Southeastern University - Shepard Broad Law Center
Nova Lawyer
No abstract provided.
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Oscar T McKnight Ph.D.
Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.