The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

As the technological world continues to grow and expand, the use of social media marketing continues to increase. Graduate programs looking to increase the number of applications received can turn to Facebook to market their programs. This study looks at the use of self-presentation, from a graduate program level of Facebook use, to create content…

The purpose of this phenomenological study was to describe the proven strategies used by faculty to increase retention and recruitment at two-year colleges. The theory guiding this study is van Manen's theory on hermeneutical phenomenology, as it focuses on the lived experiences of the participants and interpreting their told stories. The setting…

This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic…

Regional, private colleges that are heavily reliant on revenue from traditional, undergraduate students are facing mounting challenges in fulfilling their enrollment targets in an increasingly competitive educational landscape (Lederman, 2019). This scenario has placed a significant strain on the marketing function of these institutions, requiring…

Student mobility has increased significantly in the last two decades. With the United States as the most popular location in the world for international students, recruitment of this student population became a priority for many institutions of higher education. The use of international student recruitment agents has become a common practice among…

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…

As there is a paucity of research in the creation of a social media marketing framework for higher education administration and marketing managers. This study sought to create a framework for higher education and the use of social media in current recruitment strategies. Through the lens of current, successful business marketing models, this study…

The purpose of this study is to explore marketing and communication efforts and their effects on enrollment and retention at a Historically Black College and University (HBCU). With declining student attrition rates, HBCUs' enrollment and retention are significant issues. This study focuses on various marketing and communication factors that…

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…

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…

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…

In most markets, consumers of goods and services have vastly more options available to them than they will consider closely. At the point of making a decision, consumers are choosing between only a small subset (i.e., a consideration set) of all possible alternatives. The preceding process that forms these consideration sets is the focus of this…

Autism is a neurobiological disorder characterized by impairment in social interaction, communication, and repetitive stereotyped patterns of behavior. Autism rates have continued to increase in the United States and a cause or cure has not yet been found. In 2012, the Centers for Disease Control and Prevention reported that the prevalence of…