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Full-Text Articles in Education
The Unification Of Marketing And Assessment In Higher Education: A Model, Oscar T. Mcknight, Ronald Paugh
The Unification Of Marketing And Assessment In Higher Education: A Model, Oscar T. Mcknight, Ronald Paugh
Oscar T McKnight Ph.D.
A marketing assessment model that includes university outcome measures is presented. The model incorporates consumer expectations theory and marketing strategy. Findings indicate that student expectations vary among the undergraduate population. Marketing implications for student recruitment and retention efforts are offered
Merging Retention And Financial Aid In Enrollment Management By Market Segmentation, Oscar T. Mcknight, Ronald P
Merging Retention And Financial Aid In Enrollment Management By Market Segmentation, Oscar T. Mcknight, Ronald P
Oscar T McKnight Ph.D.
High school GPA, ACT score, academic effort, and financial need in predicting student retention risk are examined. The objective is to merge retention risk with financial aid and to explore the options available to the university. Financial aid leveraging is discussed in terms of product fit and positioning strategies