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Introducing--New And Improved : The Marketing Of Changed Institutions Of Higher Learning, Linda Ann Ferguson

Dissertations, Theses, and Masters Projects

The purpose of this study was to determine the extent to which colleges and universities that have changed significantly have taken a planned approach to marketing their institutions through their external communications. "Changed image" institutions are defined as those degree-granting institutions that have changed name, sex status, or number of years of instruction offered within the past two decades since 1966. The sample contained six public and six private institutions--two public and two private institutions in each category.;Publications of various divisions of the institutions were analyzed for consistency of image presentation. Commercially published college guides were consulted for accuracy of …