This research study explored the perceived impact of the campus visit on the college search process and whether specific elements of the campus visit were perceived to have greater or lesser influence on individuals' college choices. The research sought to specifically address the questions: 1. What impact do matriculated undergraduate college…

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…

Earning a college degree in the United States, especially from a college or university deemed elite or prestigious, is seen as the path to a more financially secure and prosperous life for the student and their family. Competition for financial aid or admission to top-ranked colleges and universities is fierce. For this reason, families of all…

For years, the impending enrollment cliff has been a regular topic amongst higher education officials. With this event slated to hit undergraduate programs by 2025, it is anticipated that graduate schools will begin feeling the impact by 2029. By examining factors influencing graduate student college choice, enrollment managers can identify ways…

As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

This dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions…

The recruiting component is a critical piece to the success of collegiate athletic programs. Small colleges that rely on athletic programs as a branch of enrollment management find coaches and athletic directors continuously searching for the most talented student-athletes to increase the chances of winning games. Along with talent, coaches must…

This study explored Black student representation in the undergraduate teacher education program at the University of Pittsburgh. Nationally, Black teachers are underrepresented in public schools (Cross, 2017; Hussar et al., 2020), which impacts Black student outcomes (Carver-Thomas, 2018; Haddix, 2017). Teacher Education programs provide a large…

Digital engagement as a tool for communication offers a variety of formats for reaching and potentially attracting prospective college students. While printed materials were once the primary means for colleges to communicate with and subsequently influence student's choice, the internet has created a virtual world for digitally engaging with…

The purpose of this study is to investigate relationships between social media marketing, social media platforms, and student choice of higher education institutions. Through evaluating current research, this study addresses potential changes needed to ensure colleges' and universities' marketing and admissions teams are using social media in ways…

Minoritized Black students who are average academic performers have often been overlooked as a targeted group in empirical studies that look at barriers and other limitations for minority students (Rodriguez, 2015; Stewart, 2013). This study seeks to identify the practices that higher education institutions are currently utilizing to recruit…

The relationship between the use of discriminatory recruitment procedures against low-income unrepresented minority (URM) students at four-year private institutions based on enrollment managers' and college recruiters' beliefs, self-efficacy, and behavioral intentions was this study's focus. Specifically, the following were investigated: (a) how…

The Post-9/11 GI Bill was implemented in 2009. Since then more than 1,900,000 people have used the benefit and more than $90 billion have been paid to institutions of higher learning and to Post-9/11 GI Bill users. During this period there has been a shift in the types of college and universities veterans attend, as well as the educational models…

Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

The enrollment decision-making process of a master of business administration (MBA) applicant contains multiple factors. Social influences from group memberships, marketing ads, and socioeconomic status carry varying amount of influence on the individual's choice for an MBA program. It is unknown what impact informal leaders, interpersonal…