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Marketing

2022

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Full-Text Articles in Education

Sacred Heart University Magazine, Volume 4, Issue 1, Sacred Heart University Oct 2022

Sacred Heart University Magazine, Volume 4, Issue 1, Sacred Heart University

Sacred Heart University Magazine

The Illusion of Touch / Timothy Deenihan, editor -- Our Natural World / by Jennifer Mattei, Ph.D. -- Building Bridges Among Pioneers: Alumni Engagement offers a virtual community with real heart -- Big News for a Small Town: Local journalism is alive and well in Easton -- Hearts and Minds: 60 years ago Vatican II reshaped the Catholic Church. This year Sacred Heart hosts its own gathering to discuss the direction of Catholic higher ed. -- The Joe-Alicastro-ness of it all: 30 years as an Emmy-winning broadcast producer for NBC News -- A Matter of Perspective: 2023 Art & Design …


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 …


The Handy Ir Manager: A Toolkit For Recruitment, Intake, And Promotion, Melody Herr, Jessica Kelly, Cedar C. Middleton Apr 2022

The Handy Ir Manager: A Toolkit For Recruitment, Intake, And Promotion, Melody Herr, Jessica Kelly, Cedar C. Middleton

University Libraries Teaching and Learning

You seek fresh strategies for recruiting new collections for your institutional repository (IR). You strive to improve intake workflows and expedite metadata creation for hosted collections. You wonder how to attract users to repository content. If you see yourself in any – or all – of these scenarios, come to this session for inspiration and practical tools.

The Scholarly Communications team will present successful strategies that we’ve developed at the University of Arkansas for recruitment, intake, and promotion, using examples from our work with research centers and student journals.


Student Perceptions Of Teaching Excellence: A Comparison Of A Public And Private University, Stephen L. Baglione, Louis A. Tucci, Patrick Woock Mar 2022

Student Perceptions Of Teaching Excellence: A Comparison Of A Public And Private University, Stephen L. Baglione, Louis A. Tucci, Patrick Woock

Journal of Global Business Insights

The purpose of the study was to examine student perceptions of teaching excellence at different types of higher education institutions. The pressure to publish, larger class sizes, globalization, technological innovation greater accountability for learning, and justification of a college degree’s worth make teaching excellence more difficult to attain. A byproduct of this pressure is an increased emphasis on student evaluations. Using two conjoint studies from a large public and a medium-size private university, assignments, exams, and grading were identified as the most important components for students in assessing teaching excellence. The least important was the faculty-student interaction, which may be …


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 …


Inventory Of Records: Communications-Public Relations, St. Mary’S University Archives Jan 2022

Inventory Of Records: Communications-Public Relations, St. Mary’S University Archives

Finding Aids

No abstract provided.