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 impact enrollment and retention and explores the sense of belonging as a latent factor determining student retention. Additionally, the researcher identifies various marketing and communications outlets that can affect the overall connection with students and delivers additional discoveries that affect the university's perception and brand strength. The research provides several recommendations to implement new changes in the HBCUs' marketing and communications practices as well as organizational structure, resources, and a conceptual framework for potential links of marketing and communication practices with student enrollment and retention. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]