IDEAS home Printed from https://ideas.repec.org/a/aza/jeam00/y2021v6i3p242-256.html
   My bibliography  Save this article

Retention marketing: Higher education’s new frontier

Author

Listed:
  • Mcdaniel, Andrew

    (Associate Director for Student Affairs Marketing and Communications, UC Davis, USA)

  • Vaughn, Jenn

    (Senior Brand Manager for Student Affairs Marketing and Communications, UC Davis, USA)

Abstract

The higher education landscape is changing: 75 per cent of Generation Z say that college is not the only way to get a good education. The 2008 birth dearth has shrunk our pool of 18-year-olds by 15 per cent. National Association for College Admission Counseling’s (NACAC’s) ethic code changes mean colleges can poach our students like never before — and that was all before COVID-19. In this new frontier, retention marketing is paramount. This paper provides insights and approaches to retention marketing that will fit a wide range of audience needs, including case studies from our work at UC Davis Student Affairs Marketing and Communications as it relates to retention and our research into Gen Z.

Suggested Citation

  • Mcdaniel, Andrew & Vaughn, Jenn, 2021. "Retention marketing: Higher education’s new frontier," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 6(3), pages 242-256, December.
  • Handle: RePEc:aza:jeam00:y:2021:v:6:i:3:p:242-256
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6644/download/
    Download Restriction: Requires a paid subscription for full access.

    File URL: https://hstalks.com/article/6644/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    retention; marketing; Generation Z; communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jeam00:y:2021:v:6:i:3:p:242-256. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.