Intent versus perception : varying perspectives of university marketing and branding to Black students / Vann Graves.

Format:

Book

Thesis/Dissertation

Author/Creator:

Graves, Vann, author.

Contributor:

University of Pennsylvania. Department of Higher Education Administration, degree granting institution.

Moneta, Larry, degree supervisor.

Language:

English

Subjects (All):

African American studies.

Higher education administration.

Higher education administration--Penn dissertations.

Penn dissertations--Higher education administration.

Local Subjects:

African American studies.

Higher education administration.

Higher education administration--Penn dissertations.

Penn dissertations--Higher education administration.

Physical Description:

1 online resource (134 pages)

Contained In:

Dissertations Abstracts International 83-10A.

Place of Publication:

[Philadelphia, Pennsylvania] : University of Pennsylvania ; Ann Arbor : ProQuest Dissertations & Theses, 2021.

Language Note:

English

System Details:

Mode of access: World Wide Web.

Summary:

Given the steady decline in undergraduate admissions over the past decade, universities in the United States have a unique imperative to use positive, targeted, and niche marketing techniques that focus on building brand equity among members of underrepresented groups, including Black students. Despite significant efforts by university leaders and policymakers to promote equal opportunities in the United States, multiple barriers to education continue to impede Black students. Traditional boundaries are well known and researched; however, an additional hurdle lies in the lack of transparency about specific benefits higher education can deliver to Black students. Without access to a deeper understanding, Black prospective students tend to find it difficult to make an informed decision about whether to pursue higher education. Highlighting the benefits of a product or service is a common sales tactic used by university recruiters because the relative salience of benefits and risks is critical to buyers' purchasing decisions. If employed correctly, a targeted marketing strategy can positively influence Black students' decisions about whether to pursue higher education, with downstream outcomes in support of their financial wellness and career paths that benefit society as a whole. .

Notes:

Source: Dissertations Abstracts International, Volume: 83-10, Section: A.

Advisors: Moneta, Larry; Committee members: Kaplan, Eric J.; Lee, Daryl.

Department: Higher Education Administration.

Ed.D. University of Pennsylvania 2021.

Local Notes:

School code: 0175

ISBN:

9798209985327

Access Restriction:

Restricted for use by site license.

This item is not available from ProQuest Dissertations & Theses.