Business Commons^™

Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente

Walden Dissertations and Doctoral Studies

Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by …

Analyzing The Presence Of Marketing In Campus Recreation Departments, Amy Gibson

MPA/MPP/MPFM Capstone Projects

The University of Kentucky’s Campus Recreation department is currently operating without professional marketing personnel to promote the programs and services the facility offers. With the university expanding campus housing for incoming students, the question of how activity spaces will accommodate and reach out to these students is certainly one to consider.

I conducted this research with the aim of analyzing the importance of marketing in Campus Recreation facilities and to see if marketing efforts have an effect on facility usage by participants. The department began conducting surveys in 2010 to assess its programs and services in order to determine student …

Factors Influencing Student-Athlete Choice Of Institution, Edward G. Howat

Electronic Theses and Dissertations

The purpose of this study was to determine the factors that influenced prospective student-athletes to attend East Tennessee State University. Using a qualitative research design, interviews were conducted with 36 freshman scholarship student-athletes. Participants represented student-athletes from each sport. A literature review covered the history of intercollegiate athletics, the history of recruiting student-athletes, the process of recruiting student-athletes, and the decline of public perception towards intercollegiate athletics. Results from the interviews were analyzed using inductive analysis. Patterns, themes, and categories of analysis emerged from the data. The data from the interviews were then unitized and categorized. The categorized units were …

Marketing Acceptance And Its Relationship To Selected Institutional Characteristics In Higher Education Institutions, Melanie G. Narkawicz

Electronic Theses and Dissertations

This study examined the level of acceptance of marketing by colleges and universities in the United States. It was based upon the "Four Stage Model Reflecting the Acceptance of Marketing in Higher Education Institutions" developed by Simmons and Laczniak (1992). The primary purposes of this study were to validate the model and to identify the operational level of marketing acceptance at colleges and universities. Secondary purposes were to determine if the level of acceptance differed according to source of control/affiliation (public v. private), highest level of degree awarded (associate, baccalaureate, master's, doctors), regional location, urban location, and institutional size. Variables …

Past, Present, And Future: The Food Service Industry And Its Changes, Herman E. Zaccarelli Brother

Hospitality Review

In the article - Past, Present, and Future: The Food Service Industry and Its Changes - by Brother Herman E. Zaccarelli, International Director, Restaurant, Hotel and Institutional Management Institute at Purdue University, Brother Zaccarelli initially states: “Educators play an important role in the evolution of the food service industry. The author discusses that evolution and suggests how educators can be change agents along with management in that evolutionary progression.”

The author goes on to wax philosophically, as well as speak generically about the food service industry; to why it offers fascinating and rewarding careers. Additionally, he writes about the influence …