Date of Conferral
Doctor of Business Administration (D.B.A.)
Diane M. Dusick
Despite allocating budgets to attract and grow worldwide student market share, increasing enrollments from targeted market international student pools remains a concern for private for-profit schools. The purpose of this qualitative multiple case study was to explore the country-specific and culture-specific marketing strategies that for-profit university business marketing leaders use to increase the enrollment of online Brazilian students. The first group with three participants was based in the United States and the second group, in Brazil, contained two participants. Cultural dimensions theory was the conceptual framework of this study. Data were collected in the form of interviews, website presence, social media, and e-mail message campaigns used to increase online Brazilian student enrollments. The data were analyzed for emerging themes via Yin’s five-step process of analysis. The themes that arose from the findings included consumer intelligence, demographic profiles, the use of certain marketing channels, and call-to-action types of marketing campaigns. The implications for positive social change are reaching more prospective students with a marketing message that aligns better with cultural dimensions, which will lead to more enrollments.
Clark, Yeşim Gül, "The Function of Cultural Dimensions in For-Profit Higher Education Marketing" (2020). Walden Dissertations and Doctoral Studies. 8521.