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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 …
Cultural Branding: An Examination Of Website Marketing Practices At Historically Black College And Universities And Non-Hbcu Black Serving Institutions, James Hudson
Dissertations
The purpose of this study was to determine if there was a difference between the way that higher education marketing professionals at Historically Black Colleges and Universities (HBCUs) and non-HBCU Black Serving Institutions (BSIs) use website marketing techniques for institutional branding. This examination was prompted by Gasman (2007) who suggested that the inability of some HBCUs to garner and/or maintain sufficient enrollment numbers stems from poor image management. Further, Gibbs (2015) suggested that a comparison between HBCU websites and Traditionally White Institution (TWI) websites might be beneficial. Thus, this study sought to answer the following research questions:
RQ1. Is there …