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Open Access. Powered by Scholars. Published by Universities.®

Marketing

2022

Educational Leadership

East Tennessee State University

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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 …