Browsing by Subject "University marketing"

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    Academic Focus or Product Promotion?: Campus Tours at Guaranteed Admissions Institutions
    (2019-08) Aston, Edward
    This descriptive qualitative case study looked at the undergraduate admissions tours at public Universities in the Midwest and Southern United States that employ a “guaranteed admissions” policy. A “guaranteed admissions” policy is one in which if a student applies with a certain GPA, standardized test scores or a combination of both, they are guaranteed a spot at that respective institution. Proponents of “guaranteed admissions” believe they offer a more streamlined and non-discriminatory approach to admissions. Opponents of “guaranteed admissions” policies believe they are not holistic enough and critique the emphasis on standardized test scores. Admissions policies impact millions of students every year and evidence shows that there are deeply rooted socio-economic biases within standardized testing. Understanding guaranteed admissions recruitment practices, including the role of the campus tour, is an important, yet understudied, aspect of the college admissions debate. This study examines how institutions who employ a “guaranteed admissions” policy view campus tours, what those institutions focus on during prospective campus visits, and how tour guides at these institutions view the purpose of campus tours. Data collection involved going on the publicly available campus tours at five institutions who employ a “guaranteed admissions” policy and interviewing the tour guides afterwards. Findings were divided into three categories: schedule and structure of campus tours, scope of tours, and purpose of campus tours. Discussion and implications include how admissions offices can better utilize technology and changes admissions offices can make to help prospective students make the best decision possible in the college choice process.