MA in International Education
Dr. Alla Korzh
Despite the increased institutional marketing and outreach to students on study abroad benefits and the visibility of successful returned students, long-term and short-term study abroad program interest has not grown past 25% of each graduating class at Maryville College – a small, liberal arts institution in Maryville, Tennessee. To better understand how early exposure to study abroad information may influence students’ decisions to go abroad at Maryville College, I examined college promotional materials, admissions staff practices and study abroad perceptions, as well as students’ memories of study abroad marketing during their prospective phase and their decision-making process. The findings suggest four main barriers to study abroad at Maryville College, which include a lack of diversity and inclusion in marketing, little understanding of academic relevance of study abroad and the study abroad financial structure, along with over-emphasizing the international community at Maryville College.
Education | Higher Education | International and Comparative Education
Morson, Alissa M., "Did You Get the Message?: Influence of Study Abroad Marketing to Prospective Students in Maryville College Study Abroad Demographics" (2017). Capstone Collection. 2979.