Date Approved

6-23-1999

Embargo Period

7-22-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

FitzGerald, Suzanne Sparks

Subject(s)

Universities and colleges--Public relations

Disciplines

Public Relations and Advertising

Abstract

A study was conducted to determine if using an integrated marketing communications (IMC) approach to college and university recruitment and enrollment helps institutions better achieve their enrollment goals.

This study involved a review of related research, in-depth interviews with education-specific marketing consulting firms, and admissions and marketing professionals at various institutions of higher learning. Primary research involved a 14-item self-administered questionnaire mailed to selected four-year colleges and universities across the country. The questionnaire asked institution executives familiarity and general institutional marketing questions, marketing activity questions, use of IMC, opinion inquiries and demographics.

Mean scores through coded responses, frequencies and percentages assessed resulting data.

Findings revealed a great deal of attention is devoted to IMC by many institutions. Colleges and universities using an integrated marketing approach to recruitment and enrollment believe their student yield has improved significantly since fully incorporating IMC strategies. Institutions not using an integrated approach to marketing communications feel they are not as successful at enrolling either the number nor the type of students desired for their school.

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