Author ORCID Identifier
https://orcid.org/0009-0006-6847-8264
Date Available
8-2-2025
Year of Publication
2025
Document Type
Doctoral Dissertation
Degree Name
Doctor of Philosophy (PhD)
College
Education
Department/School/Program
Educational Policy Studies and Eval
Faculty
Dr. Jane Jense
Abstract
The purpose of this qualitative study is to explore the perceived impact of targeted marketing on college choice. Research on college choice is an established area of scholarship that explores the variables that are at work when a student chooses to attend a college or university. Given that the enrollment landscape for higher education continues to be competitive, colleges and universities are doing what they can to “stand out” among the competition in a crowded marketing and advertising space. And, as technology improves, segmenting and personalizing marketing to reach the right students at the right time is becoming more commonplace in higher education marketing and admission offices. At the time of this study, there is a dearth of scholarship on the perceived impact that targeted marketing has on college choice. Therefore, the current study interviews eleven students who chose to attend an out-of-state doctoral/professional university in the southeast. Participants in the study describe their experience being targeted by marketing strategies from the university where they subsequently enrolled. Overall, this study provides insights into students’ experiences with targeted marketing as it relates to their college decision process.
Digital Object Identifier (DOI)
https://doi.org/10.13023/etd.2025.274
Recommended Citation
Roberts, John W., "From Ads to Enrollment: Understanding How Targeted Marketing Affects College Choice" (2025). Theses and Dissertations--Educational Policy Studies and Evaluation. 116.
https://uknowledge.uky.edu/epe_etds/116
