Student Attitudes Towards Digital Admissions Marketing
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Bunting, Andrew
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Abstract
This thesis examined student attitudes towards receiving digital admissions marketing materials, and what influence these marketing efforts had on their decision to apply to a specific school. The study focused on overall attitudes concerning digital admissions marketing, and explored specific aspects of admissions email marketing that participants found to be more or less influential. A diverse group of students was selected for individual interviews using a purposeful sampling strategy to engage potential participants that fit the study’s eligibility criteria. Participant responses were examined within the framework of Chapman’s (1981) model on student college choice, and Hossler and Gallagher’s (1987) three-phase model of college choice, with a specific focus on the search phase.
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Keywords
College admissions, Email marketing, Undergraduate admissions, Digital marketing, Student choice