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The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson

Graduate Theses and Dissertations

The purpose of the research was to understand how alumni executives make decisions and formulate communication strategies during university leadership change. The research was based on the trends found by the American Council on Education that the tenure of the college president has been on the decline since 2006 and is currently 5.9 years. Multiple factors have been identified in the literature that have led to this decline. The research focused on the largest constituency of most universities, its alumni base, and provides context and a description of decision making and communication strategies for alumni executives navigating leadership change. The …

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 …