More Than "Opportunity Afforded"?! - A Survey on the MSU Brand And Student Recruitment

Academic Level at Time of Presentation

Senior

Major

Marketing

2nd Student Academic Level at Time of Presentation

Senior

2nd Student Major

Marketing

3rd Student Academic Level at Time of Presentation

Senior

3rd Student Major

Marketing

4th Student Academic Level at Time of Presentation

Senior

4th Student Major

Marketing

List all Project Mentors & Advisor(s)

Dr. Stefan Linnhoff, PhD

Presentation Format

Oral Presentation

Abstract/Description

In recent years, Murray State University has seen a decline in the student body enrollment. In 2015, the combined enrollment of graduate and undergraduates equaled 10,998. Two years later, in 2017, the enrollment had dropped to 10,017 students. The purpose of this study is to explore ways to maintain and possibly increase enrollment at Murray State University. More specifically, this research intends to find answers to the following questions:

  • How do current MSU students think about their experience thus far?
  • What associations are linked to the MSU brand?
  • What factors influenced current students to choose MSU?
  • What could MSU improve to help increase enrollment?
  • What can be done to increase awareness about the MSU brand?

Fall Scholars Week 2018 Event

College of Business Marketing Panel

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More Than "Opportunity Afforded"?! - A Survey on the MSU Brand And Student Recruitment

In recent years, Murray State University has seen a decline in the student body enrollment. In 2015, the combined enrollment of graduate and undergraduates equaled 10,998. Two years later, in 2017, the enrollment had dropped to 10,017 students. The purpose of this study is to explore ways to maintain and possibly increase enrollment at Murray State University. More specifically, this research intends to find answers to the following questions:

  • How do current MSU students think about their experience thus far?
  • What associations are linked to the MSU brand?
  • What factors influenced current students to choose MSU?
  • What could MSU improve to help increase enrollment?
  • What can be done to increase awareness about the MSU brand?