Term

Summer 8-6-2015

Capstone

Dissertation

Degree Name

EdD

Primary Advisor/Dissertation Chair

Kimberly Hartung

Secondary Advisor/Reader One

Louellen Essex

Peer-Reviewer/Reader Two

John Pyle

Abstract

The primary research question addressed in this study is “How do liberal arts colleges and universities in the Midwest use content marketing strategy to impact their enrollment goals in the recruitment of undergraduate students?” Two secondary questions are “How do marketing, communications, and admissions departments of these colleges or universities intersect, align, and collaborate in achieving their recruiting goals?” and “How effective is each content marketing tool in impacting the colleges’ enrollment goals?” This study documents how three Midwestern private colleges approached, resourced, developed Content for, and deployed content marketing strategy to recruit undergraduate students over three months in spring of 2015. It reveals challenges and opportunities experienced by marketing, communications, and admission teams at the three schools. Results reveal how colleges can best approach and support content marketing to recruit undergraduate students.

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