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PDFOpen Access (License Unspecified), Open Access
Thesis
Relationship marketing and the college student: a glance at campus performing arts centers' audience development
Master of Science (M.S.), Drexel University
13 May 2009
DOI:
https://doi.org/10.17918/etd-3017
Abstract
The purpose of this study is to better understand the relationship of institutions of higher education and their subsidiary non-profit performing arts centers, focusing primarily on their audience development of college students. It is currently difficult to explore the practices of organizations of this kind with the small amount of well-supported literature available, making this study even more valuable to the community of universities, colleges and campus performing arts centers. It is valuable to this community because of the responsibility university organizations have toward students; the better students are understood, the better they will be served by university organizations. Combined with an extensive review of marketing resources and a city-wide survey of college students, conversations with administrative staff of college performing art centers offer insight to various marketing practices, thus leading to general advice for college performing arts centers in regards to cultivating a long-lasting relationship with the college student demographic.
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Details
- Title
- Relationship marketing and the college student
- Creators
- Maria Julia Fumai Dietrich - DU
- Contributors
- Jean Brody (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 3017; 991014632382304721