David Cortez Dissertation Defense
Stefanie Randol
In partial fulfillment of the requirements for the degree of Doctor of Education in Educational Leadership: Postsecondary Education, David Cortez defends his Dissertation,
Thursday, May 16, 2024, 11:00am-1:00pm, in Room 268 of the College of Education, 1810 SW 5th Ave.
The public is invited.
Committee: Ramin Farahmandpur (Chair), Andy Job, Dot McElhone, Yer Thao
Title: Marketing in Higher Education: The effects on the college choice experience of first-generation Latinx students
ABSTRACT
The Latinx population in the United States has drastically increased over the last twenty years. During the same period, the number of first-generation Latinx students enrolling in higher education post-recession has also increased by approximately 1.5 million students. The expansion of the Latinx student population in Oregon has mirrored the national trend by exponentially increasing over the last 10 years. As the population of first-generation Latinx students grows, it becomes essential to explore the issues and barriers Latinx students face in making their college choices. Previous researchers have found that selecting the right institution is important to increase the chances of satisfaction, retention, and completion of a college degree (Guilbault, 2016). At a time when institutions of higher education are facing financial challenges stemming from low student enrollment rates coupled with decreases in federal and state funding, many colleges and universities are forced to find new strategies to stay financially afloat. These strategies include marketing to build their unique brands and the college experience.
Few studies exist on how marketing affects the college choice experience of first-generation Latinx students at state universities in the Pacific Northwest. Using social and culture capital frameworks as a guide, this basic qualitative research study employed qualitative interviews to explore the college choice experience of a group of 12 first-generation Latinx students at the University of Northwest Pacific (pseudonym) to gain an understanding of how marketing may have affected their experiences and the challenges they faced in navigating the college choice process. The study helped identify three themes: (1) Building a college-bound identity and self-resilience, (2) Accessing social and cultural capital, and (3) Marketing and its effects on students. The findings showed that family had a significant role in building the participants’ college-bound identity. Additionally, the study helped illustrate how social and cultural capital positively impacted participants who had individualized assistance and mentors (e.g., counselors, teachers, friends). Lastly, the findings helped to highlight the challenges and barriers first-generation Latinx students face as they progress through their college choice stages and how marketing affected their selection of the University of Northwest Pacific (UNP). This study also discussed the findings' implications and future research direction.
To congratulate this doctoral candidate, you may contact him at: dco...@pdx.edu
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