Student Theses and Dissertations
Date of Award
Fall 12-18-2024
Document Type
Thesis
Degree Name
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
Language
English
First Advisor
Caryn Medved
Second Advisor
Gino Perrotte
Abstract
This capstone project offers a comprehensive training tool for non-communication professionals working in higher education programs. Its main goals are to give users (1) a summary of valuable research on higher education reputation management, branding, and strategic communication, and (2) an online toolkit for non-communication professionals to boost the visibility and impact of their educational initiatives. By providing practical, actionable resources, these tools help higher education professionals effectively handle the challenges of strategic communication management. The toolkit is especially useful because it delivers evidence-based strategies and methods that can be directly applied to improve communication efforts in higher education. It enables professionals to increase the visibility of their programs and foster stronger engagement with key stakeholders, such as students, faculty, and external partners. In this way, these resources support a more intentional, informed, and organized approach to communication management, equipping professionals with the knowledge, tools, and insights needed to align their communication strategies with institutional goals. Through this strategic approach, higher education professionals can ensure their programs are more prominently recognized within the academic community and beyond, positioning them for ongoing success and growth in a competitive environment.
Recommended Citation
Brabson, Vanderbilt Artaxerxes IV, "Reputation management: Branding a higher education graduate program to increase visibility" (2024). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/214
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Community College Leadership Commons, Educational Assessment, Evaluation, and Research Commons, Educational Leadership Commons, Educational Methods Commons, Higher Education Administration Commons, Instructional Media Design Commons, Other Educational Administration and Supervision Commons, University Extension Commons
