Marketing Seventh-day Adventist Higher Education PDF
Preview Marketing Seventh-day Adventist Higher Education
AAnnddrreewwss UUnniivveerrssiittyy DDiiggiittaall CCoommmmoonnss @@ AAnnddrreewwss UUnniivveerrssiittyy Dissertations Graduate Research 2008 MMaarrkkeettiinngg SSeevveenntthh--ddaayy AAddvveennttiisstt HHiigghheerr EEdduuccaattiioonn :: CCoolllleeggee-- CChhooiiccee MMoottiivvaattoorrss aanndd BBaarrrriieerrss Vinita Sauder Andrews University Follow this and additional works at: https://digitalcommons.andrews.edu/dissertations Part of the Advertising and Promotion Management Commons, Christian Denominations and Sects Commons, and the Higher Education Commons RReeccoommmmeennddeedd CCiittaattiioonn Sauder, Vinita, "Marketing Seventh-day Adventist Higher Education : College-Choice Motivators and Barriers" (2008). Dissertations. 678. https://digitalcommons.andrews.edu/dissertations/678 This Dissertation is brought to you for free and open access by the Graduate Research at Digital Commons @ Andrews University. It has been accepted for inclusion in Dissertations by an authorized administrator of Digital Commons @ Andrews University. For more information, please contact [email protected]. Thank you for your interest in the Andrews University Digital Library of Dissertations and Theses . Please honor the copyright of this document by not duplicating or distributing additional copies in any form without the author’s express written permission. Thanks for your cooperation. ABSTRACT MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION: COLLEGE-CHOICE MOTIVATORS AND BARRIERS by Vinita Sauder Chair: Loretta B. Johns ABSTRACT OF GRADUATE STUDENT RESEARCH Dissertation Andrews University School of Education Title: MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION: COLLEGE-CHOICE MOTIVATORS AND BARRIERS Name of researcher: Vinita Sauder Name and degree of faculty chair: Loretta B. Johns, Ph.D. Date completed: April 2008 Purpose Approximately 75% of Seventh-day Adventist college-bound youth do not attend the church's 15 colleges in North America. This study explored the views of Adventist college-bound participants regarding the factors (motivators and barriers) that influence college choice. Method Utilizing a mixed methods approach, qualitative and quantitative data were collected in a sequential two-phase design. Insights from focus groups conducted in Los Angeles and Nashville guided the development of a nationwide telephone survey of college-bound Adventists. Three groups sorted by type of high school were identified from a sample size of 226 and compared in terms of awareness and college-choice motivators and barriers using chi-square, standard residuals, and perceptual maps. Results Students not attending Adventist academies lack awareness of Adventist colleges, report little to no recruiting contact, and report academic program and closeness to home as important motivators for college choice. A spiritual environment is an important motivator for students headed toward Adventist colleges, irrespective of type of high school. Barriers include lack of knowledge and cost. Churches and pastors are identified as best sources of information for the Adventist public high-school student. Three key marketing messages influenced all groups. Conclusions For the future stability of the Adventist higher education system and to increase the likelihood of enrollment, it is important to raise awareness levels among Adventist youth not attending Adventist academies. The Seventh-day Adventist Church should partner with the colleges to increase contacts and awareness to this group using the motivators and key messages identified. A strategic marketing plan should be developed that includes, at minimum, (a) a branded, coordinated systems approach to promoting the 15 colleges, (b) the colleges actively recruiting at the local church level, (c) an e-mail, mail, web, and call campaign directed toward non-academy students, and (d) the development of resources and information for churches and pastors. Andrews University School of Education MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION: COLLEGE-CHOICE MOTIVATORS AND BARRIERS A Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy by Vinita Sauder April 2008 UMI Number: 3306672 Copyright 2008 by Sauder, Vinita All rights reserved. INFORMATION TO USERS The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleed-through, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. ® UMI UMI Microform 3306672 Copyright 2008 by ProQuest LLC. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest LLC 789 E. Eisenhower Parkway PO Box 1346 Ann Arbor, Ml 48106-1346 ©Copyright by Vinita Sauder 2008 All Rights Reserved MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION: COLLEGE-CHOICE MOTIVATORS AND BARRIERS A dissertation presented in partial fulfillment of the requirements for the degree Doctor of Philosophy by Vinita Sauder APPROVAL BY THE COMMITTEE: Dean, Softool of Education James Jeffery Member: Jimmy Kijai Membe/: Douglas A/Jones ijoiji £3L ;rnal: Allen Sttrmbridge Date approved
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