Integrated Marketing Communications (IMC) Variables that Influence Perceived Return on Investment (ROI) in higher education: Chief Marketing Officers' perceptions.

摘要

This study examines the relationship of the level of Integrated Marketing Communications (IMC) implementation, level of open systems and change in state appropriations on perceived return on investment (ROI) in U.S. public higher education institutions (HEIs). Designed to provide HEI leaders with data to more accurately determine the best IMC resource allocations, the analysis represents the responses of 40 Chief Marketing Officers (CMOs) at HEIs with high and very high research activity, as defined by the Carnegie Classification, and Council for the Advancement and Support of Education (CASE) memberships.;Building on previous research from the corporate industry indicating four stages of IMC implementation, the researcher first analyzed the participants' responses to determine their HEI's level of IMC implementation before running the final multiple regression analysis. The researcher found no statistically significant relationships between the dependent variable (perceived ROI) and the independent variables (level of IMC implementation, level of open systems, and change in state appropriations). The results indicate reliability issues related to the survey instrument and provide evidence for the need of future instrument development.;This dissertation furthers the limited research related to IMC as an organization-wide strategic approach to the problem of institutional survival in an increasingly competitive and evolving market. It confirms the growth of IMC in higher education. The organizational structure reported by participants indicates the growing value of IMC and the CMO's influence in senior level strategic decisions.