Date of Conferral

3-25-2026

Degree

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

School

Management

Advisor

Gwendolyn Dooley

Abstract

Ineffective marketing strategies contribute to lower retention outcomes by failing to communicate the value of training programs and build sustained community engagement. Training managers must implement intentional marketing strategies that strengthen community engagement and improve participant retention. Grounded in organization theory, the purpose of this qualitative pragmatic inquiry was to explore the successful marketing strategies used by training managers of private organizations in the United States to increase military numbers. The participants were six training managers from the Southwest United States. Data were collected from semistructured interviews. Through thematic analysis, four themes emerged: (a) marketing strategies, (b) training managers, (c) community engagement, and (d) service to humanity. A key recommendation for training managers is to implement intentional marketing strategies that strengthen public engagement and clearly communicate the value of training programs to the communities served. The implications for positive social change include training managers to purposefully engage with the community to build trust-based relationships to strengthen client satisfaction and commitment.

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