Date of Conferral

2022

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Alexandre Lazo

Abstract

For-profit, online, higher education institutions have lower student retention rates than institutions in other categories. Higher education leaders are concerned with low retention as it adversely impacts financial and student outcomes. Grounded in Morgan and Hunt’s relationship marketing theory, the purpose of this qualitative, exploratory, multiple-case study was to explore marketing strategies for-profit, online, higher education marketing leaders use to increase student retention. Data were collected using semistructured interviews with five marketing leaders from three online, for-profit, higher education institutions in the United States and a review of social media posts and the institutions’ websites. Four themes emerged from thematic data analysis: marketing strategies to increase student retention, online experience, key challenges, and retention value. The main recommendations that resulted from this study include (a) capturing student needs and developing personalized, customized experiences; (b) using strategies designed to engage the online customer; (c) aligning the company structure and resources to support a student-customer in an end-to-end experience, and (d) measure and understand the impact and value of student retention to business profits and revenue. The implications for positive social change include the potential to improve the institution's financial stability and sustainability in the market and increase the number of graduates who could use their degrees for personal advancement and that of their communities.

Download

Share

 
COinS