Higher Education Commons^™

Troubled Past, Golden Opportunity: Public Memory And Memorialization At The University Of Southern Mississippi, Hannah E. Arnold

Honors Theses

This thesis argues that The University of Southern Mississippi (USM) consciously chooses to present historical narratives in its history in ways that best enhance the university’s image. Examining the narratives of M.M. Roberts and Oseola McCarty using the theoretical frameworks of public memory and collective memory study reveals that the way they are memorialized within university history include both conscious and subconscious silences that impact how they are remembered by the public. This thesis identifies gaps within these two historical narratives and shows how these gaps were influenced by factors designed to enhance the university’s public image. Overall, the public …

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 …