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ERIC Number: ED526837
Record Type: Non-Journal
Publication Date: 2009
Pages: 291
Abstractor: As Provided
Reference Count: 0
ISBN: ISBN-978-1-1243-8233-3
Towards a Marketing Communication Recruitment Plan for the Rowan University Educational Leadership Doctoral Program
Kanyi, Titus Kamau
ProQuest LLC, Ed.D. Dissertation, Rowan University
Doctoral studies are at the apex of the education system. Attracting, recruiting, enrolling, and graduating the best suited students in doctoral education is, therefore, critical in ensuring the highest academic standards and service to society. Focusing on Rowan University's Doctor of Education (Ed.D.) in Educational Leadership program, this study sought to understanding why the target audience enrolls for doctoral studies, what factors are important in their enrollment decisions, and what the Educational Leadership department can do to market, recruit, and enroll the best suited students into the program. This study also examined my leadership in the development of the study's project product, a marketing communications recruitment plan for the doctoral program. This mixed method research collected quantitative data from 172 questionnaires of potential students and 30 telephone surveys. Qualitative data were collected from faculty, new model students, and potential students using focus groups. Six telephone interviews were also conducted with initial model students. This study adds insights to the growing doctoral education research by illuminating that natural progression in students' intellectual and education journey, often a key life goal, complements career advancement and broadening career opportunities as key reasons for students pursue the doctorate. The study also found K-12 professionals are more likely than higher education professionals to see the doctorate expanding their career opportunities beyond their immediate profession. Acquiring specific knowledge and skills and being part of a learning community are other important reasons students enroll for the Ed.D. Introductory doctoral forum emerged as a key enrollment factor in assessing program ethos and personal compatibility, in addition to informing, inspiring, and persuading potential students. Personal factors like work, family, and study balance; program factors such as anticipated or demonstrated faculty and program support in the inquiry to matriculation to graduation process; logistical factors including cost, financial aid, location, admission requirements, learning environment, program focus, length, and structure are all important considerations for doctoral students in the enrollment process. To attract, recruit, and enroll the best suited students, participants advised linking students' aspirations and considerations to program features and strengths, showing students, alumni, and faculty success stories, demonstrating tangible benefits and that the program is doable. Also, participants suggested targeting specific audiences directly and through institutional opinion shapers, strategically cultivating and utilizing students, alumni, and faculty networks, and securing additional financial and personnel resources. Students counseled the department to research scholarship, fellowship, and grant opportunities for students, clarify leadership portfolio requirements, and reward faculty involvement in recruitment. Information dissemination channels ranged from reinvigorating the website, widening recruitment material circulation, using specific internal, external, broadcast, print, media, and direct mail and web resources in addition to on, off-campus, and virtual doctoral forums and events. The comprehensive marketing communication recruitment plan outlines goals, strategies, and tactics. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A