College Choice in a Brand Elimination Framework: The Administrator's Perspective

Deborah E. Rosen, James M. Curran and Timothy B. Greenlee

Journal of Marketing for Higher Education, 1998, vol. 8, issue 4, 61-81

Abstract: Much has been written regarding the downward trend of enrollments in business programs since the boom of the 1980s. While recruiting activities by universities are escalating, little research has addressed how these activities might be effecting enrollments. Through an extensive survey of business programs, this study looks at the extent of recruiting activities and classifies these activities in a brand elimination framework. The timing and methods of recruiting are then compared to reports of changes in enrollment. Findings from this study provide evidence that targeted activities aimed at creating awareness early in the brand elimination process can have an impact on enrollment.

Date: 1998
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DOI: 10.1300/J050v08n04_05

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