Master of Arts in Media and Communication Plan II Graduate Projects

Abstract

The field of higher education is becoming more and more competitive and postsecondary institutions are aggressively searching for the best communication and recruitment strategies to recruit and attain high school seniors. As technology advances, the methods utilized to communicate and engage with prospective students during their college decision-making process must be transformed. The purpose of this Master’s project is to examine higher education marketing and recruitment literature to recommend the best communication and recruitment strategies in which postsecondary institutions should invest. Evidence-based research is utilized to examine how and why high school seniors learn about and engage with institutions, as well as the motivations and influential factors involved during the college selection process. Media consumption habits of high school seniors and the communication effectiveness of several mediums are also identified. The results of this study provide evidence that online and digital space are the best new media communication practices for successful and innovative marketing and recruitment strategies in which postsecondary institutions can invest.

Publication Date

Summer 6-26-2017

Document Type

Plan II Graduate Project

Committee Chair

Dr. Claudia Owens

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