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
Ric Edelman College of Communication & Creative Arts
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.
Recommended Citation
Hogan, Alisa L., "A comparative study of recruitment and enrollment practices in colleges and universities using integrated marketing communications" (1999). Theses and Dissertations. 1816.
https://rdw.rowan.edu/etd/1816
