Retention marketing: Higher education’s new frontier

Andrew Mcdaniel and Jenn Vaughn
Additional contact information
Andrew Mcdaniel: Associate Director for Student Affairs Marketing and Communications, UC Davis, USA
Jenn Vaughn: Senior Brand Manager for Student Affairs Marketing and Communications, UC Davis, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 3, 242-256

Abstract: The higher education landscape is changing: 75 per cent of Generation Z say that college is not the only way to get a good education. The 2008 birth dearth has shrunk our pool of 18-year-olds by 15 per cent. National Association for College Admission Counseling’s (NACAC’s) ethic code changes mean colleges can poach our students like never before — and that was all before COVID-19. In this new frontier, retention marketing is paramount. This paper provides insights and approaches to retention marketing that will fit a wide range of audience needs, including case studies from our work at UC Davis Student Affairs Marketing and Communications as it relates to retention and our research into Gen Z.

Keywords: retention; marketing; Generation Z; communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6644/download/ (application/pdf)
https://hstalks.com/article/6644/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:3:p:242-256

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().