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A content analysis study exploring the marketing messages communicated to prospective female law school and MBA students
Journal of Education Advancement & Marketing,
7
(4),
382-400
(2023)
Abstract
American law schools (JD) and Master of Business (MBA) programmes have made strides to recruit female students over the last two decades. As these schools begin to see an equal number of female and male students applying to their programmes, will these graduate programmes continue to market to prospective female students? This paper aims to understand how American JD and MBA programmes market to prospective female graduate students through the graduate programme admission webpages. To understand gendered marketing messages for JD and MBA graduate programmes, the researchers provide a review of the literature regarding the female, graduate school-choice model, perceived influence of the graduate admissions webpage and gendered marketing education messages. Next, using a content analysis study, the researchers examine 25 American JD and MBA programmes for frequency and type of gendered, graduate, school-choice marketing messages. The researchers offer conclusions, implications and ideas for education stakeholders.
Keywords: female graduate school-choice model; female MBA recruiting; female law school recruiting; graduate admission websites; gender marketing messages
The full article is available to subscribers to the journal.
Author's Biography
Paige Gardiner is Assistant Faculty of marketing at the Woodbury School of Business at Utah Valley University (UVU). She teaches and researches digital marketing and serves as the Director of the UVU digital marketing Major. Her passion is teaching students digital marketing. Her love for students drives her research, which focuses on how institutions of higher education can use digital marketing to create opportunities for prospective students to enter and complete college. She serves on the American Marketing Association (AMA) International Collegiate Council, which is a board of 12 faculty from around the nation who oversee collegiate AMA student chapters. Paige has been awarded many teaching and advising awards, and she has been recognised as the Hugh G. Wells American Marketing Association National Adviser of the Year.
Madison J. Droubay is an accounting major at Southern Utah University (SUU). Madison hopes to attend law school in autumn 2023. She is currently working as the Managing Regional Controllers' Assistant at Leavitt Group Enterprises. Madison is an officer in the Legal Studies Student Association at SUU and guides a weekly Law School Admissions Test study group. She was recently inducted into Beta Gamma Sigma, an international business honour society. Madison loves to do anything outdoors including hiking, pickleball, soccer and other activities. She also loves reading and spending time with her husband, Dalton.
Dalton J. Droubay is a business management student at the Leavitt School of Business at Southern Utah University. He grew up on a hay farm in his hometown of Erda Utah. Previously he attended Snow College in Ephraim Utah where he received his Associates of Science with an emphasis in business. He recently married his wife Madison and they are currently living in Cedar City while they are finishing their undergraduate degrees. Dalton is aiming to complete his MBA with an emphasis in leadership. He loves to snowmobile and go boating with his family. He also loves spending time with his wife, Madison.
