Author(s)

Andrea Stanton

Date Approved

9-12-2013

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

College choice;Marketing

Disciplines

Public Relations and Advertising

Abstract

This study will attempt to evaluate the effectiveness of college recruitment marketing tactics used to influence Millennial Generation students, ages 17 to 22 years old, in their decision to attend either a two-year or a four-year college. Changing demographics and projections indicate a decline in the number of high school graduates within the next three to five years. This shift translates into fewer college applications and more competition among institutions of higher learning making it easier for most students to get accepted into college. The researcher will use focus groups and a survey to examine the perception of community colleges in relation to four-year universities and the marketing elements that most persuaded students in their choices. This information will be used to analyze how well Gloucester County College targets its marketing strategy towards recent high school graduates and offer recommendations to improve recruitment opportunities.

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