Date of Award

Summer 2017

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Jacqueline Schmidt

Abstract

The purpose of this project was to illustrate how principles of communications management, specifically the concepts of branding, audience analysis, relationship building and strategic communication plans, should be utilized in institutions of higher learning to manage and promote involvement in collegiate co-curricular events. This study combines research from student engagement with communication concepts and serves to bridge the gap that exists between literature on student engagement and practical public relations strategies. A case study that analyzes one collegiate cocurricular in terms of those four core concepts of communications management, providing practical findings and suggestions for implementing those strategies at other colleges is provided.

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.

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