Social and Behavioral Sciences 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 …

Risk Perception And Response Among International Students Of The University Of Southern Mississippi, Elida Lopes Souza Rocha

Master's Theses

Given the exposure of university campuses to hazards, disaster mitigation is a critical element of higher education policy. Although U.S. higher education institutions are leaders in the global education market, emergency warning systems give little consideration to how international students perceive risk, prepare for hazards, or access warning technologies available to them. This poses several questions regarding the suitability of hazards mitigation practices and the welfare of international students.

This thesis investigates the relationship between USM international students and natural hazards. Responses from online surveys and semi-structured interviews data were analyzed through qualitative and quantitative methods to document the extent …

Peer Vs. Professional: Assessing The Communicative Experience Of Student Orientation Leaders, Casey M. Ford

Honors Theses

Current literature reveals that peer-leadership is valuable and integral within institutions of higher learning. While extensive research reveals how peer-leaders benefit the overall student experience and contribute to institutional recruitment and retention, (Tinto, 2012) little research has considered the actual experience of student peer-leaders. The current study considers the communicative challenges and triumphs student orientation leaders encounter in their roles as students and university ambassadors. During a university’s new student orientation, student orientation leaders function as both student leaders and university professionals; they serve as liaisons between students, their parents and families, and the university they represent, often working as …

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, …