Marketing Seventh-day Adventist Higher Education

271 Pages·2016·9.68 MB·English

by  Vinita Sauder

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Dissertations Graduate Research
2008
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Vinita Sauder
Andrews University
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Sauder, Vinita, "Marketing Seventh-day Adventist Higher Education : College-Choice Motivators and
Barriers" (2008). Dissertations. 678.
https://digitalcommons.andrews.edu/dissertations/678
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ABSTRACT
MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION:
COLLEGE-CHOICE MOTIVATORS AND BARRIERS
by
Vinita Sauder
Chair: Loretta B. Johns
ABSTRACT OF GRADUATE STUDENT RESEARCH
Dissertation
Andrews University
School of Education
Title: MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION:
COLLEGE-CHOICE MOTIVATORS AND BARRIERS
Name of researcher: Vinita Sauder
Name and degree of faculty chair: Loretta B. Johns, Ph.D.
Date completed: April 2008
Purpose
Approximately 75% of Seventh-day Adventist college-bound youth do not attend
the church's 15 colleges in North America. This study explored the views of Adventist
college-bound participants regarding the factors (motivators and barriers) that influence
college choice.
Method
Utilizing a mixed methods approach, qualitative and quantitative data were
collected in a sequential two-phase design. Insights from focus groups conducted in Los
Angeles and Nashville guided the development of a nationwide telephone survey of
college-bound Adventists. Three groups sorted by type of high school were identified
from a sample size of 226 and compared in terms of awareness and college-choice
motivators and barriers using chi-square, standard residuals, and perceptual maps.
Results
Students not attending Adventist academies lack awareness of Adventist colleges,
report little to no recruiting contact, and report academic program and closeness to home
as important motivators for college choice. A spiritual environment is an important
motivator for students headed toward Adventist colleges, irrespective of type of high
school. Barriers include lack of knowledge and cost. Churches and pastors are identified
as best sources of information for the Adventist public high-school student. Three key
marketing messages influenced all groups.
Conclusions
For the future stability of the Adventist higher education system and to increase
the likelihood of enrollment, it is important to raise awareness levels among Adventist
youth not attending Adventist academies. The Seventh-day Adventist Church should
partner with the colleges to increase contacts and awareness to this group using the
motivators and key messages identified. A strategic marketing plan should be developed
that includes, at minimum, (a) a branded, coordinated systems approach to promoting the
15 colleges, (b) the colleges actively recruiting at the local church level, (c) an e-mail,
mail, web, and call campaign directed toward non-academy students, and (d) the
development of resources and information for churches and pastors.

Andrews University
School of Education
MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION:
COLLEGE-CHOICE MOTIVATORS AND BARRIERS
A Dissertation
Presented in Partial Fulfillment
of the Requirements for the Degree
Doctor of Philosophy
by
Vinita Sauder
April 2008
UMI Number: 3306672
Copyright 2008 by
Sauder, Vinita
All rights reserved.
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©Copyright by Vinita Sauder 2008
All Rights Reserved
MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION:
COLLEGE-CHOICE MOTIVATORS AND BARRIERS
A dissertation
presented in partial fulfillment
of the requirements for the degree
Doctor of Philosophy
by
Vinita Sauder
APPROVAL BY THE COMMITTEE:
Dean, Softool of Education
James Jeffery
Member: Jimmy Kijai
Membe/: Douglas A/Jones
ijoiji
£3L
;rnal: Allen Sttrmbridge Date approved