W&M ScholarWorks Dissertations, Theses, and Masters Projects Theses, Dissertations, & Master Projects 1991 The transformation of Madison College into James Madison University: A case study Emily Gillespie Robertson College of William & Mary - School of Education Follow this and additional works at: https://scholarworks.wm.edu/etd Part of the Educational Administration and Supervision Commons, Higher Education Commons, and the Other Education Commons Recommended Citation Robertson, Emily Gillespie, "The transformation of Madison College into James Madison University: A case study" (1991). Dissertations, Theses, and Masters Projects. Paper 1539618874. https://dx.doi.org/doi:10.25774/w4-q7pf-g436 This Dissertation is brought to you for free and open access by the Theses, Dissertations, & Master Projects at W&M ScholarWorks. It has been accepted for inclusion in Dissertations, Theses, and Masters Projects by an authorized administrator of W&M ScholarWorks. 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UMI 300N.ZeebR<L Ann Arbor, MI 48106 THE TRANSFORMATION OF MADISON COLLEGE INTO JAMES MADISON UNIVERSITY: A CASE STUDY A Dissertation Presented to The Faculty of the School of Education The College of William and Mary in Virginia In Partial Fulfillment of the Requirements for the Degree Doctor of Education by Emily Gillespie Robertson Spring, 1991 THE TRANSFORMATION OF MADISON COLLEGE INTO JAMES MADISON UNIVERSITY: A CASE STUDY by Emily Gillespie Robertson Approved Spring, 1991 John R. Thelin, Ph.D., Chair Yankovich, Ed.D. Roger G. Baldwin, Ph.D. Dedication This effort is dedicated to my late mother, Edythe Steele Gillespie, the original "Mare" who taught me always to stand tall, my late father, Dennison Baldwin Gillespie, Jr., a scholar in his own right whose belief in me never waivered, and to the tens of thousands of men and wxnen serving in Operation Desert Storm. May God bless you all. Table of Contents Dedication.................................................. iii Table of Contents........................................... iv Preface.................................................... ix Acknowledgements............................................ x List of Tables.............................................. xi Abstract................................................... xiii CHAPTER GNE: INTRCXXJCTICN................................... 2 Purpose of the Study.................................... 3 Background........................................ 3 T3ie Research Question................................... 7 Subsidiary Questions.................................... 7 Hypotheses............................................. 8 Data Collection Prodecures.............................. 9 Resources............................................. 11 Method of Analysis..................................... 12 Connections to the Greater Higher Education Arena......... 13 CHAPTER TWO: REVIEW OF THE LITERATURE........................ 14 Purpose............................................... 14 Organization of the Literature.......................... 14 Introduction of the Concept of Nonprofit Marketing to the Business Arena......................... 15 Debate Over and Acceptance of Nonprofit Marketing.... 17 The General State of Higher Education in the 1970s.... 20 iv Acceptance and Use of Marketing Principles in Academe.. 26 Analysis of the Status of the Research and Writing on the Marketing of Higher Education................ 30 Implications and Reocmnendat i one for Further Study........ 31 CHAPTER THREE: MADISON COLLEGE: 1908-1970................... 34 A Brief History of the Institution....................... 34 Julius Burruss: 1908-1919.............................. 37 Samuel Duke: 1919-1949:................................ 42 G. Tyler Miller: 1949-1970............................. 47 Setting the Stage for Change............................ 50 CHAPTER FOUR: THE CARRIER PRESIDENCY: 1971-The Present....... 54 His Background......................................... 54 The "Country Bey".................................. 54 His Aspirations to Teach........................... 56 His First Excursion Into Administration.............. 57 Presidential Preparations.......................... 58 "The Charismatic Leader"......................... 60 Characteristics................................... 61 Irrpact of Charismatic I leadership on an Institution: Institutional Role and Mission................. 65 Institutional Culture and Saga................. 67 Institutional Distinctiveness.................. 70 And Then, There Is Dr. Carrier.......................... 73 Clark Kerr's President and Dr. Carrier............... 74 Dr. Carrier on the Presidency...................... 86 Dr. Carrier as the "Charismatic Leader"............. 88 v Preparing the Troops: His First Year.................... 95 Dr. Carrier's Early Vision.............................. 99 The Purpose Gonmittee.............................. 100 His Inaugural Address: The First Master Plan........ 102 Conclusions............................................ 109 CHAPTER FIVE: TRANSFORMING MADISON COLLEGE................... 113 Introduction................ 113 The importance of Planning.............................. 114 Elements of the Strategic Planning Phase............. 115 Elements of an Academic Marketing Plan............... 117 The Initial Hypotheses Restated......................... 120 Strategic Planning and Madison College................... 122 Goal Formulation: Mission, Goals, Objectives......... 122 Environmental Analysis: Threats and Opportunities................................. 124 Resource Analysis: Strengths and Weaknesses................................... 129 Strategy Formulation............................... 133 Organization Design................................ 134 System Design..................................... 136 A Marketing Orientation................................. 137 Marketing and Madison College........................... 139 Enrollment........................................ 140 Admissions Policies........................... 141 Recruitment................................... 144 Male Students................................. 144 Consequences.................................. 146 vi Sports............................................ 147 Student Services and Student Life................... 153 Programs.......................................... 157 Facilities........................................ 158 Conclusions............................................ 162 CHAPTER SIX: ENTER JAMES MADISON UNIVERSITY.................. 165 Steps Toward University Status.......................... 165 What's in a Name?...................................... 167 1983: Another Critical Year for JMU..................... 171 National Recognition................................... 172 Enrollment........................................ 174 Sports............................................ 176 Student Services and Student Life................... 179 Programs.......................................... 180 Facilities........................................ 182 The "JMU Way".......................................... 182 The "Distinctive College" Redefined: Does JMU "Measure Up"? 186 Public Image...................................... 187 JMU, UVa, and William and Mary...................... 192 College Preps' Changing Perceptions................. 194 Graduate School for JMU Students.................... 196 Today................................................. 196 A “Marketing" Admissions Director................... 197 Student Assessment................................. 198 A New Mission Statement............................ 199 The New Basketball Coach............................ 200 Tomorrow............................................... 201 The Proposed