Award Date


Degree Type


Degree Name

Doctor of Education (EdD)


Educational Leadership

Number of Pages



The purpose of this study was to determine the utilization of selected marketing elements by higher education institutions enrolling 5,000 or more students by headcount. Selected marketing elements were determined by a content analysis of marketing textbooks which yielded 20 such elements: product, price, strategy, market, promotion, research, mix, analysis, advertising, target, competition, segment, service, information, demand, forecasting, place, purchase, image, and demographics. These elements became the basis for a survey instrument designed specifically for this project. Furthermore, 15 items on the survey instrument suggested various factors that might constrain the full utilization of marketing; In terms of the selected marketing elements, the results of the study were: (a) these 20 elements were not fully utilized; (b) the most utilized elements were service, promotion, target, advertising, and segment; (c) most institutions reported that they did not utilize the elements of price, strategy, research, information, demand, and forecasting; (d) service was the most and strategy was the least utilized marketing element; (e) priorities in use of the elements differed between public and private institutions--public institutions placed more emphasis on research and demographics while private institutions were more concerned with forecasting; and (f) a significant statistical difference in the utilization of the elements between public and private institutions appeared in 7 of the 20 elements--price, market, mix, analysis, advertising, segment, and forecasting. In addition, two factors constrained the full utilization of marketing in higher education institutions--a lack of adequate resources and the word marketing, and no significant statistical difference between public and private institutions regarding the factors constraining the full utilization of marketing elements was found; The study also investigated who in the institution was responsible for marketing it. In this case, higher education institutions assigned the responsibility for marketing the institution to a specific position. Furthermore, no statistically significant relationship was found between the level of the person most responsible for marketing the institution and the level of utilization of the marketing elements. In addition, the person most responsible for marketing the institution held an advanced degree; This research project includes a comprehensive bibliography and a thorough review of all the literature published on marketing in higher education beginning with the 1960s.


Education; Elements; Enrollment; Higher; Institutions; Marketing; Selected; Utilization; Enrollment

Controlled Subject

Education, Higher; Marketing; School management and organization

File Format


File Size

4259.84 KB

Degree Grantor

University of Nevada, Las Vegas




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