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A Phenomenological Study Into Niche Marketing in Higher Education

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A Phenomenological Study Into Niche Marketing in Higher Education University of New England DUNE: DigitalUNE All Theses And Dissertations Theses and Dissertations 10-2019 A Phenomenological Study Into Niche Marketing In Higher Education Scott W.H. Barton University of New England Follow this and additional works at: https://dune.une.edu/theses Part of the Educational Leadership Commons, and the Higher Education Commons © 2019 Scott W.H. Barton Preferred Citation Barton, Scott W.H., "A Phenomenological Study Into Niche Marketing In Higher Education" (2019). All Theses And Dissertations. 253. https://dune.une.edu/theses/253 This Dissertation is brought to you for free and open access by the Theses and Dissertations at DUNE: DigitalUNE. It has been accepted for inclusion in All Theses And Dissertations by an authorized administrator of DUNE: DigitalUNE. For more information, please contact [email protected]. A PHENOMENOLOGICAL STUDY INTO NICHE MARKETING IN HIGHER EDUCATION By Scott W.H. Barton BBA (Florida Atlantic University) 1998 MBA (Regis University) 2003 A DISSERTATION Presented to the Affiliated Faculty of The College of Graduate and Professional Studies at the University of New England Submitted in Partial Fulfillment of Requirements For the Degree of Doctor of Education Portland & Biddeford, Maine October, 2019 © 2019 Scott W.H. Barton All Rights Reserved ii ABSTRACT As higher education continues to face declining enrollment and financial pressures from decreased funding, colleges and universities must find innovative ways to differentiate themselves from competing institutions through niche marketing initiatives. This qualitative, phenomenological study developed existing research and addressed a gap in the literature as it relates to niche marketing in higher education. The research objective of this study was to illustrate the perceived value of niche marketing in light of the shifting trends in marketing, the increased competition colleges and universities face, and the need to isolate the uniqueness of a university. This study further identified individuals who lead marketing efforts, exploring their perspectives on niche marketing initiatives at their respective institutions and the perceived effectiveness of such initiatives on increasing student enrollment. iii University of New England Doctor of Education Educational Leadership This dissertation was presented by Scott W.H. Barton It was presented on October 29, 2019 and approved by: William Boozang, Ed.D., Lead Advisor University of New England Jennifer Galipeau, Ed.D., Secondary Advisor University of New England Sue Mukherjee, Ph.D., Affiliate Committee Member iv ACKNOWLEDGEMENT To my wife and best friend Rebecca. You gave me the encouragement to start this journey. You were the one that picked up the slack over the years and who encouraged me to stay the course. You stood by me during every struggle and remained patient and understanding throughout the process. To just simply acknowledge you would fall short of realizing that recognition is one thing – what we share is something on an entirely different level. I love you! To my children William and Olivia. I love you and I am so proud of both of you! Thank you for your patience and understanding while I completed this stop on life’s grand journey. “Are we family or what?” Gord Downie (2004). v TABLE OF CONTENTS Chapter 1: Introduction .................................................................................................................... 1 Statement of the Problem .................................................................................................... 4 Purpose of the Study ............................................................................................................ 5 Research Questions ............................................................................................................. 6 Conceptual Framework ....................................................................................................... 6 Typical University Structure ............................................................................................... 8 Assumptions and Limitations ............................................................................................ 12 Significance of the Study ................................................................................................... 13 Definition of Terms ........................................................................................................... 14 Summary ............................................................................................................................ 15 Chapter 2: Literature Review ........................................................................................................ 16 Niche Markets in Business ................................................................................................ 16 Niche Markets in Higher Education .................................................................................. 19 International Higher Education ......................................................................................... 21 Charter Schools – A Lesson in Niche Markets ..................................................... 22 Liberal Arts as a Niche Market ............................................................................. 22 Economic Factors .............................................................................................................. 23 The Rational Planning Model ............................................................................................ 25 Conceptual Framework ..................................................................................................... 27 Summary ............................................................................................................................ 29 Chapter 3: Methodology ................................................................................................................ 32 Research Questions ........................................................................................................... 34 vi Setting ................................................................................................................................ 34 Sample Participants ........................................................................................................... 34 The Role of the Researcher, Bias, and Ethical Concerns .................................................. 35 Research Design ................................................................................................................ 36 Data Collection Methods ................................................................................................... 37 Qualifying Questionnaire ...................................................................................... 40 Semi-structured Interviews .................................................................................... 40 Data Analysis and Synthesis ............................................................................................. 41 Data Collection and Transcription ......................................................................... 42 Data Coding ........................................................................................................... 43 Semi-structured Interviews .................................................................................... 43 Pilot Testing ....................................................................................................................... 44 Participant Rights .............................................................................................................. 44 Limitations and Delimitations of the Study ....................................................................... 45 Summary ............................................................................................................................ 45 Chapter 4: Results .......................................................................................................................... 47 Data Collection and Analysis Overview ........................................................................... 48 Overview of Participants ................................................................................................... 50 Participant A .......................................................................................................... 52 Participant B .......................................................................................................... 53 Participant C .......................................................................................................... 54 Participant D .......................................................................................................... 54 Participant E .......................................................................................................... 56 vii Participant F ........................................................................................................... 57 Participant G .......................................................................................................... 58 Participant H .......................................................................................................... 59 Participant I ........................................................................................................... 60 Emergent Themes .............................................................................................................
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