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.
","abstract_html":"<p>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.</p>","abstract_has_math":false,"creators":["Barton, Scott W.H."],"institution":null,"degree_name":"Doctor of Education (EdD)","degree_level":"Dissertation","degree_discipline":"Education","degree_department":null,"school":null,"contributors":["William Boozang","Jennifer Galipeau","Sue Mukherjee"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2019,"date_issued":"2019-10-01T07:00:00Z","date_published":"2019-10-01T07:00:00Z","updated_at":"2026-07-24T05:21:27Z","subjects":["Educational Leadership","Higher Education"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dune.une.edu/theses/253","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["William Boozang","Jennifer Galipeau","Sue Mukherjee"]},{"key":"dc:creator","label":"Author","values":["Barton, Scott W.H."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2020-12-12T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Education"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Education (EdD)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Educational Leadership","Higher Education"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dune.une.edu/theses/253"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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.
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