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The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger
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 …
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Dissertations
Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model. Responses from practitioners representing every department within advancement, every regional accrediting body and each of the baccalaureate to doctoral Carnegie Classification levels indicated the IMC process model is both understood and its tenets practiced by practitioners at all sizes and levels of institution. The study was of interest to the practitioners as more than half of the respondents requested a copy of the results. Additionally, …