Date of Award

Spring 2017

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Douglas R. Bruce

Abstract

This project was designed to compare branding and higher education literature to determine how a higher educational institution can generate brand loyalty and brand advocates through a process of managed communication touch points. John Carroll has received national recognition for their academic programs and has been regarded by many alumni as a great university experience. Therefore, an audit of John Carroll University’s communication efforts will demonstrate a comparison between the university’s communication process and the research, to determine how exactly brand loyalty is generated at a small, private, Jesuit university. The literature review will serve as a “best practices” guide. The second section of the paper, the audit, will address the components, touch points, and interactions that John Carroll students encounter over the course of their undergraduate experience. The audit will analyze the content of communication materials and apply field study methods, such as interviews to serve as qualitative research. An analysis of John Carroll’s communication timeline in comparison with the literature, will determine where the university falls in relation to the “best practices” research. To conclude this project, strengths of the university’s brand advocacy tactics will be addressed along with suggestions regarding future research that could increase John Carroll’s consumer base.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Available for download on Wednesday, April 25, 2018

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