How Universities Can Increase Enrollment by Advertising Internships: The "Message" and the "Medium"

Autor/in	Tucciarone, Kristy
Titel	How Universities Can Increase Enrollment by Advertising Internships: The "Message" and the "Medium"
Quelle	In: College and University, 90 (2015) 2, S.28-32 (10 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0010-0889
Schlagwörter	Enrollment Management; Universities; Institutional Advancement; Internship Programs; Student Recruitment; Qualitative Research; Focus Groups; Interviews; Undergraduate Students; Relevance (Education); Student Attitudes; College Choice; Student Surveys; Advertising; Enrollment Influences + Suchen Sie Ihr Suchwort? University; Universität; nicht übertragen; Berufspraktische Ausbildung; Qualitative Forschung; Interviewing; Interviewtechnik; Relevance; Relevanz; Schülerverhalten; Studienortwahl; Schülerbefragung; Werbung
Abstract	This study investigates how universities can increase enrollment by advertising internships to prospective students during the college search process. The primary reason students earn a college degree is to secure a good-quality career with earning potential. Internships--the single most important credential for recent graduates--are the key selling point for postsecondary institutions in gaining the attention of prospective students. Using the qualitative research method of focus group interviewing, this study reveals that college seekers pay attention to higher education advertisements that speak with them not at them. Prospective students most often cite social media, streaming television, direct mail, the Internet, and classroom visits as the most important "touch points." These findings will guide admissions and recruitment officers as they strive to communicate and connect with--and convince--graduating high school students to move from the college search to the college choice phase. (As Provided).
Anmerkungen	American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: pubs@aacrao.org; Web site: http://www.aacrao.org/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01