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Full-Text Articles in Social and Behavioral Sciences
Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis
Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis
Honors Theses
With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …
The Effect Of Advertising-Focused, Short-Term Study Abroad Programs On Students’ Worldviews, Frauke Hachtmann
The Effect Of Advertising-Focused, Short-Term Study Abroad Programs On Students’ Worldviews, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
Global employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study focuses on advertising-specific, short-term study abroad programs. The purpose was to explore the effectiveness of such programs on students’ worldviews using a mixed methods design. The results show that students displayed lower levels of ethnocentrism after participating in short-term, advertising-focused study abroad programs. In addition, five qualitative themes emerged: an awareness of and appreciation for the out-group, an increased awareness of the in-group, the importance of communication, a …