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Integrated marketing communications ...

University of Nevada, Reno., Journalism.

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Integrated marketing communications at community colleges.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Integrated marketing communications at community colleges./
Author:	Hobson, Paula Lee.
Description:	91 p.
Notes:	Adviser: Donica Mensing.
Contained By:	Masters Abstracts International46-06.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1453583
ISBN:	9780549562795

Integrated marketing communications at community colleges.
Hobson, Paula Lee.

Integrated marketing communications at community colleges. - 91 p.

Adviser: Donica Mensing.

Thesis (M.A.)--University of Nevada, Reno, 2008.

This study investigates integrated marketing communications practices at two-year community colleges in the United States and the resultant brand growth or loss over time. A survey of marketing and communication directors who are members of the National Council for Marketing and Public Relations yielded responses from 237 institutions and enrollment data from the fall 2001 and 2006 semesters. Applying models to measure IMC and brand equity, this study found a statistically significant correlation between IMC performance and enrollment at community colleges with a high IMC performance index and at those institutions that experienced stable external factors. Among colleges that implemented IMC best practices, those institutions tended to see enrollment growth. Among colleges that did not experience negative external impacts during the study period, those with a low IMC performance index experienced a loss of enrollment and those with a high IMC performance index experienced enrollment growth. The findings suggest that community colleges may have an opportunity to enhance enrollment by implementing an integrated marketing communications program.

ISBN: 9780549562795Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Integrated marketing communications at community colleges.
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020 $a 9780549562795
035 $a (UMI)AAI1453583
035 $a AAI1453583
040 $a UMI $c UMI
100 1 $a Hobson, Paula Lee. $3 1064883
245 1 0 $a Integrated marketing communications at community colleges.
300 $a 91 p.
500 $a Adviser: Donica Mensing.
500 $a Source: Masters Abstracts International, Volume: 46-06, page: 2915.
502 $a Thesis (M.A.)--University of Nevada, Reno, 2008.
520 $a This study investigates integrated marketing communications practices at two-year community colleges in the United States and the resultant brand growth or loss over time. A survey of marketing and communication directors who are members of the National Council for Marketing and Public Relations yielded responses from 237 institutions and enrollment data from the fall 2001 and 2006 semesters. Applying models to measure IMC and brand equity, this study found a statistically significant correlation between IMC performance and enrollment at community colleges with a high IMC performance index and at those institutions that experienced stable external factors. Among colleges that implemented IMC best practices, those institutions tended to see enrollment growth. Among colleges that did not experience negative external impacts during the study period, those with a low IMC performance index experienced a loss of enrollment and those with a high IMC performance index experienced enrollment growth. The findings suggest that community colleges may have an opportunity to enhance enrollment by implementing an integrated marketing communications program.
590 $a School code: 0139.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Education, Community College. $3 1018008
650 4 $a Journalism. $3 576107
690 $a 0275
690 $a 0338
690 $a 0391
710 2 $a University of Nevada, Reno. $b Journalism. $3 1064882
773 0 $t Masters Abstracts International $g 46-06.
790 $a 0139
790 1 0 $a Mensing, Donica, $e advisor
790 1 0 $a Morris, Bourne $e committee member
790 1 0 $a Strauss, Judy $e committee member
791 $a M.A.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1453583