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 …

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 …