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Full-Text Articles in Business
Questions With Purpose: Utilizing Technology To Maximize The Parent/Child Reflective Discourse, Earl Tubbs
Questions With Purpose: Utilizing Technology To Maximize The Parent/Child Reflective Discourse, Earl Tubbs
Masters Theses
For a young child, parents are the “no one” and “everyone” that Saint Augustine spoke of. Providing a positive example through action is important but shaping their moral compass by reflecting on their life experiences is equally important. Stated succinctly, reflective discourse is an interactive conversation between parent and child where the parent guides one’s children through recent life experiences, viewed through a specific lens. By reviewing logic driven and emotional responses, the positive and negative consequences to their behavior, and the people involved, parents can aid their children as they shape their definition of right and wrong. By reviewing …
Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Doctoral Dissertations and Projects
U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to Higher Education Institutions. The two research questions were: 1) What marketing strategies are successful HEIs using to attract Generation Z students? and 2) What are they doing differently to attract Gen Z compared to Gen X or Y? This study was based on marketing theory, generational …
Inefficient Allocation Of Marketing Budgets: Misunderstanding Corporate Sponsorships, Adam Ryan Stollings
Inefficient Allocation Of Marketing Budgets: Misunderstanding Corporate Sponsorships, Adam Ryan Stollings
Doctoral Dissertations and Projects
This dissertation explored the inefficient allocation of marketing budgets and the misallocation of corporate sponsorships. The researcher opened by discussing the foundation of the study and the underlying lack of understanding and measure of corporate sponsorships in corporate marketing. The study used a flexible multiple-case study design to explore corporate sponsorship allocations and measurements. The researcher provided two research questions to guide the study, along with underlying assumptions, limitations, and delimitations that may impact the study, before concluding the first section with a literature review. The review summarized the current practices of corporations for allocating and measuring sponsorships and revealed …