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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 …