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The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger Apr 2023

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 …


The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina May 2022

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …


Isocrates's Place In Postmodern Advertising, Christopher Barkley May 2022

Isocrates's Place In Postmodern Advertising, Christopher Barkley

Electronic Theses and Dissertations

This study in communication and rhetoric seeks to ascertain constructive applications for distinct advertising practices by examining Isocrates’s work and place in postmodern advertising. The focus uses 5 principles known to Isocrates which are: 1) commonwealths of households, 2) integration of reputation, elegance, substance and style, 3) education and public discourse, 4) phronesis and praxis, and 5) truth and verisimilitude. These 5 principles can form a constructive and practical advertising approach. This study is important. It examines Isocrates through the lens of advertising and extends the research done about him by leading Isocrates scholars who have looked primarily at his …


Gen Z Students’ Experiences With College Choice, Heather Levesque May 2022

Gen Z Students’ Experiences With College Choice, Heather Levesque

Electronic Theses and Dissertations

The purpose of this qualitative study was to explore what influences Gen Z student college choice. Research on college choice has provided insight into whether or not a student will attend college; however, limited research exists on what impacts Gen Z students’ college choice and how marketing and communication influence what college a student will choose. College recruitment has always been challenging, given the high competition between colleges and universities. With the decrease in enrollment over the last decade and the unexpected impact of COVID-19, that challenge continues to grow. Enrollment and marketing administrators have difficulty expanding and diversifying their …


Brand And Culture Fusion: How Marketing Directors Lead Brand And Culture Alignment At Private Non-Profit Higher Education Institutions, Erin Hales Feb 2022

Brand And Culture Fusion: How Marketing Directors Lead Brand And Culture Alignment At Private Non-Profit Higher Education Institutions, Erin Hales

Dissertations

Purpose: The purpose of this phenomenological study was to identify and describe, through the lens of activity theory (AT), the challenges and best practices of marketing directors at private, non-profit higher education institutions on how they lead brand and culture alignment.

Methodology: This phenomenological study collected, analyzed, and triangulated data through 15 semi-structured interviews and the collection of artifacts. Data was then coded into themes, frequencies were calculated, and data was organized into the four categories of AT: tools, rules, community, and division of labor.

Findings: Examination of the data found that marketing directors experienced six challenges representing all four …


Black Leadership And Culture In Creative Industry: Organizational Practices And Worker Satisfaction In A Charlotte, Nc, Social Enterprise, Alexandra Arrington Jan 2022

Black Leadership And Culture In Creative Industry: Organizational Practices And Worker Satisfaction In A Charlotte, Nc, Social Enterprise, Alexandra Arrington

Education Projects

This project reviewed the leadership, organizational culture and practices, and worker satisfaction in a Charlotte, NC-based marketing and advertising agency led by Black founders. These founders are creative artists and entrepreneurs with expertise in a variety of traditional and nontraditional creative fields, collectively called creative industries. The agency, Hue House, is a community-focused creative startup formed in 2019 to “decolonize the marketing and advertising industry” (Hue House, n.d., About Us section) through consulting, creativity, and community. As an entrepreneurial startup and social enterprise, the agency’s goal is to serve a niche in the predominantly white-led advertising and marketing industry. Part …


Cracking The Code To Effective Marketing In Higher Education: A Case Study Of Recruitment And Retention Of First-Generation, Latinx Community College Students, Manuel L. Romero Jan 2022

Cracking The Code To Effective Marketing In Higher Education: A Case Study Of Recruitment And Retention Of First-Generation, Latinx Community College Students, Manuel L. Romero

Theses and Dissertations

Marketing strategy involves selecting a target market and determining the desired product positioning to attract the desired customers (Silk, 2006). Recently, community colleges have seen a decrease in student enrollment. In some cases, this was brought on by the COVID-19 pandemic; in other cases budget constraints have posed challenges to community colleges and their recruitment marketing efforts. Successful advertising involves a marketing strategy where the student is considered the customer (Guilbault, 2017) and creative “edvertising” (DiMartino & Jessen, 2018) campaigns entice students to select one college above other competitors. With a growing Latinx population in the United States, college recruitment …


Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee May 2021

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …


More Than A Language: A Detailed Look At The English Major, Hannah Woods May 2020

More Than A Language: A Detailed Look At The English Major, Hannah Woods

Honors Theses

This thesis analyzes the perceptions of the English Major in order to come up with suggestions for the Univeristy of Mississippi English Department with the purpose of increasing enrollment in the English Program. The last decade has seen a large decrease in the number of English Majors throughout the country, and this decrease has been reflected in the University of Mississippi. This thesis looks at recent opinions of the English Major in society, including popular criticisms of the major and responces from the English community. It was found that the two main criticisms of the English Major are that graduates …


Implementing A Health Coach Into Your Healthcare Continuum, Dalton Jarvis Aug 2019

Implementing A Health Coach Into Your Healthcare Continuum, Dalton Jarvis

Masters Theses/Capstone Projects

Presentation on Implementing a Health-coach into your Healthcare Continuum.


Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr May 2019

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.


Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher May 2019

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …


Fashion Merchandising: An Augmented Reality, Naeha A. Sayed May 2019

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …


Cultural Branding: An Examination Of Website Marketing Practices At Historically Black College And Universities And Non-Hbcu Black Serving Institutions, James Hudson Dec 2018

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 …


What Factors Influence Catholic Parents’ Choice Of School(S) For Their Child(Ren)?, Andrea R. Aiello Nov 2018

What Factors Influence Catholic Parents’ Choice Of School(S) For Their Child(Ren)?, Andrea R. Aiello

Teacher Education, Educational Leadership & Policy ETDs

In 1965, the American Catholic school system had 5.66 million students, 13,296 schools and educated nearly 13% of all school-aged children. Fifty years later, Catholic school enrollments had fallen to approximately 1.93 million and a total of 6,250 schools, while more than 17% of the students enrolled in Catholic schools identified as non-Catholic. Although there appear to be several positive points of difference for selecting Catholic schools, nevertheless families are making other choices. In this exploratory study, I endeavored to understand the demographic characteristics, attitudes toward education as well as more general motivations of American Catholic parents, with a special …


Marketing Plan For Create: Art Studio And Workshop, Rachel Marter Jun 2018

Marketing Plan For Create: Art Studio And Workshop, Rachel Marter

Honors Projects

CREATE: Art Studio and Workshop is a privately-owned art studio that hosts classes, workshops, and camps for both children and adults of varying skill levels. They offer topics such as painting, drawing, hand lettering, and other mixed media options. Although they teach courses for all age groups, their primary focus is the children’s classes. CREATE is owned by two Perrysburg moms: Deborah Lambdin and Kerry Wellstein. They founded the studio in 2014 and are currently in their fifth year of business. They thrive on the idea that art is not solely about the finished product, but rather the process, and …


Ignite-Ism: Building An International Student Management Program To Improve Recruitment And Support Services, Hazim Naser Almomani Jan 2018

Ignite-Ism: Building An International Student Management Program To Improve Recruitment And Support Services, Hazim Naser Almomani

Education Dissertations and Projects

The project aimed to discover an effective way to serve the international students who were already enrolled at a university in the southeastern United States and to provide a unique strategy for recruiting international students. In addition, this project aimed to improve online services as well as provide new services that could help international students in their engagement in the university community. This project is a map for a university to build a strong foundation in both marketing and serving incoming students. Ignite-ISM is a program that supports a new vision in the process of recruiting international students. The project …


Moving Forward: Expanding The Digital Marketing And Information Technology Strategy Of A Thriving Nonprofit, R. Chance Witherspoon Jan 2018

Moving Forward: Expanding The Digital Marketing And Information Technology Strategy Of A Thriving Nonprofit, R. Chance Witherspoon

Education Dissertations and Projects

The purpose of the project was to expand the digital marketing efforts and volunteer reporting and training processes of a thriving nonprofit healthcare organization. In 2015, the organization had an aging Web presence, disparate marketing systems, and inconvenient volunteer reporting and training processes. The project consisted of four central goals: improve website content management and update processes, improve website usability and digital marketing efforts, improve volunteer documentation and reporting processes, and improve volunteer training processes through accessible education resources.

Utilizing a modest budget, the project team sought to improve marketing and information technology processes within the organization by implementing modern …


A Qualitative Inquiry Into New Teacher Perceptions Of Recruitment Practices Of School Leaders In A High Poverty Lea In Southeastern North Carolina, Julian Eldridge Carter Jan 2017

A Qualitative Inquiry Into New Teacher Perceptions Of Recruitment Practices Of School Leaders In A High Poverty Lea In Southeastern North Carolina, Julian Eldridge Carter

Education Dissertations and Projects

The purpose of this qualitative phenomenological study was to understand the lived experiences of teachers during their job searches for employment in the field of education which could inform recruiters in a rural, low-wealth LEA in southeastern North Carolina of the behaviors they need to display and the strategies they need to employ in order to hire high quality teaching candidates. The study focused on the lived experiences of 13 teachers employed in the district who were considered effective teachers by accountability measures outlined by the state of North Carolina and who had at least 2 years of experience. Research …


Connections With The Current Generation Of College Students Using Digital Marketing Practices, Michael Galindo Dec 2016

Connections With The Current Generation Of College Students Using Digital Marketing Practices, Michael Galindo

Dissertations, Masters Theses, Capstones, and Culminating Projects

Higher education professionals in college and university admissions utilize various forms of communication in enrolling their fall class. The problem with the digital generation, also known as the Millennials, is that students have disconnected from the personal touch - the connection that is established between the student, their admissions counselor and the institution. Often it is found that this connection helps prospective students find that perfect fit in selecting a college.

This study identifies several technological approaches and evaluates their effectiveness in undergraduate admissions recruitment. A review of the literature revealed that recent technological advances such as social media, personal …


The Four-Hour Film Festival, James Christopher Agan May 2016

The Four-Hour Film Festival, James Christopher Agan

Chancellor’s Honors Program Projects

No abstract provided.


Proximity To Children: A Geospatial Approach To Understanding The Relationship Between Fast Food And Schools, Andrew Atwong Jan 2016

Proximity To Children: A Geospatial Approach To Understanding The Relationship Between Fast Food And Schools, Andrew Atwong

CMC Senior Theses

In a time when Americans are waking up to the health consequences of consuming fast food, researchers have discovered that fast food restaurants seem to be located in greater concentrations near primary or secondary schools. While this phenomenon affects the food environments of some children and carries implications as to their short term and long term health (which has also been well researched), this paper focuses primarily on fast food restaurants that are within walking distance of schools. Using Geographic Information Systems (GIS) to integrate geospatial, business, demographic, and food quality data, I use linear regressions to examine whether and …


Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente Jan 2016

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 …


Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith May 2015

Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith

Theses and Dissertations

Deficit discourse, the idea that minorities "lack" intellectually, runs through current ideas about diversity in higher education. Diversity is viewed as a policy that helps the deficient. Recent litigation about diversity, Fisher v. University of Texas (2013), embodied the alignment of deficit and diversity. This study examined portrayals, visual and textual, of diversity on the websites of ten urban-serving universities, using a method of critical discourse analysis and a lens of critical race theory, to uncover the ways they defined diversity and if notions of deficit were attached. This study also addressed the ways these universities, a part of the …


Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams Jan 2015

Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams

Theses, Dissertations and Capstones

The current study was initiated to assess the organization of the marketing function in institutions of higher education and to measure the perceptions of higher education marketing officials about various aspects of marketing. The study is a modified replication of a study by Michael W. Mulnix (1996) and employed the questions developed by Mulnix to measure perceptions of current practitioners. Several demographic questions were added about the respondents and their institutions. An updated study is useful because of three categories of change in higher education since 1996: a) changes in the way higher education conducts its operations; b) changes in …


The Development Of Photography Training For Recreation And Wellness Marketing, Erica Pax Dec 2014

The Development Of Photography Training For Recreation And Wellness Marketing, Erica Pax

Master of Education in Instructional Design and Technology Plan II Graduate Projects

The Department of Recreation and Wellness marketing office previously did not have a standardized photographic workflow to ensure all marketing student employee photographers consistently capture, edit, name, and store digital image files. As a result, the digital photo library contained digital image files of varying quality that were organized inconsistently. These inconsistencies made it difficult for designers to quickly and efficiently locate adequate image files for use in the creation of promotional items. In addition, a reduction in administrative staff and an increase in workload necessitated that new student employees learn new processes through self-instruction.

The researcher created a photography …


Social Media & College Admissions: An Analysis Of Facebook's Role In College Admissions & Higher Education Marketing, Michael Dooney Oct 2014

Social Media & College Admissions: An Analysis Of Facebook's Role In College Admissions & Higher Education Marketing, Michael Dooney

Seton Hall University Dissertations and Theses (ETDs)

College admissions offices have developed and evolved to include increasingly sophisticated mechanisms for recruiting classes sufficient for meeting the financial needs of their respective institutions, and social media has rapidly become a popular tool for admissions offices in their efforts to meet enrollment goals. However, while social media is now used by practically every admissions office in the United States, little research exists that examines how universities use social media in this context. This qualitative study examines the use of a private Facebook group at a private university and incorporates observational study of the Facebook group and interviews with administrators. …


Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly Apr 2014

Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly

Honors College Theses

The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits …


Communication Behavior Study Of Support In The Arts Using The Situational Theory Of Publics And The Theory Of Reasoned Action, Ashleigh Gallant Mar 2014

Communication Behavior Study Of Support In The Arts Using The Situational Theory Of Publics And The Theory Of Reasoned Action, Ashleigh Gallant

USF Tampa Graduate Theses and Dissertations

The Arts in the United States has been a thoroughly studied topic, largely trying to substantiate its value to society, resulting in a plethora of research that positively correlates the arts and a more healthy and successful society. Findings from various studies over the years have shown declines in arts support in the form of funding, advocacy, education, and participation (National Endowment for the Arts, 2009). Additional studies have suggested that millennials are redefining what participation means in the arts, and even the definition of the arts. The primary research question of this study is why are support for the …


Improving Enrollment In The Construction Management Graduate Program Through Students’ Perspectives, Mouloud Messaoudi Jan 2014

Improving Enrollment In The Construction Management Graduate Program Through Students’ Perspectives, Mouloud Messaoudi

Master of Technology Management Plan II Graduate Projects

Low enrollment and the decrease in graduation and retention rates are challenges facing the growth of the Master’s in Technology Management – Construction Management (MTM-CM) program at BGSU. In addition, the competition between the universities to enroll and retain more in-state, out-of-state, and international students is aggressive. There is a need for a revaluation for the MTM-CM program in order to attract more students in the future. This study is a necessary step to know what the MTM-CM students think about the product delivered to them at BGSU. There was no prior study investigating the satisfaction level of the construction …