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Abstract
This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by U.S. News & World Report. To further examine the findings of the survey, qualitative interviews were conducted with nine of the survey respondents. A four stage integrated marketing communication framework, based on studies of the American Productivity and Quality Center, served as the foundation for the research. The findings revealed the importance of leadership and formal communication mechanisms and demonstrated that integrated marketing communication strengthens branding.
Notes
Cohen, M. P. (2006). Public sector strategic planning: Is it really planning or is it really strategy or is it neither or both? (Doctoral dissertation, University of Maryland University College, 2006). Retrieved December 4, 2006, from Pro- Quest dissertations and theses database.
Strasser, C. P. (2004). The effect of information technology investment and information technology management on overall enterprise performance in federal agencies. (Doctoral dissertation, University of Maryland University College, 2004). Retrieved December 4, 2006, from ProQuest dissertations and theses database.
Wilson, K. N. (2005). The utilization of assistive technology in support of college students with attention-deficit-disorder: An exploratory study. (Doctoral dissertation, American University, 2005). Retrieved September 29, 2006, from ProQuest dissertations and theses database.