Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Nowadays many small rural universities or colleges are faced with the challenge of how to expand schools' student body. Given the limited budget, these schools need to make preliminary decisions on how to better reach high school students in order to achieve optimal enrollment goals. In this study, a survey was conducted to make an attempt at determining how a small rural university can effectively approach its anticipated target market. The objectives of this study are: 1. to determine how the target audiences hear about the university; 2. to determine who makes the final decisions regarding the target audience’s future education; 3. to identify the most effective advertisement approach to the target audience; 4. to determine the target audience’s media habits. Data are collected and analyzed. The results are presented.

About the Authors

Jianfeng Wang is an Associate Professor of Marketing at Mansfield University of Pennsylvania. He received Ph.D. degree from The University of Toledo. His research appeared in Computers & Education, Journal of Organizational and End User Computing, Behaviour & Information Technology, Journal of Internet Commerce, conference proceedings of Decision Sciences Institution, and Academy of Marketing Science.

Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, and Stephanie Walker were undergraduate students from Mansfield University of Pennsylvania.

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Digital Commons@Georgia Southern License

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Marketing Commons