Graduation Year
2026
Date of Defense
3-17-2026
Degree Name
Doctorate in Education (EdD) in Educational Leadership
Department
School of Education and Human Development
Document Type
Dissertation
First Advisor
William Johnson
Abstract
This dissertation explored student perceptions of diverse imagery and narratives used in marketing materials at a midsize, private Catholic university in the Northeast. The study examined what diversity means to students, the level of importance they place on diversity, and their perceptions of the current usage of diversity in various marketing channels. The research was guided by Hemsley-Brown and Oplatka’s (2016) “student as a consumer” model, which highlights how universities are increasingly adopting business-style approaches to student recruitment and retainment. Within this framework, universities develop marketing and recruitment strategies that align with the wants and needs of prospective students. However, in cases where diversity is aspirational at predominantly White universities, the overrepresentation of diversity can negatively affect the university’s brand and image for students and leave students feeling lied to, affecting a sense of belonging, with underrepresented students particularly feeling like a prop in messaging. The study found that racial and ethnic diversity was overrepresented while other forms of diversity, such as sexual orientation, geographic, socioeconomic, religious, and ableist, were underrepresented. The participants wanted to see more stories that focused on the different experiences of its students and alumni. This study brought student voices to the forefront when considering marketing strategies in the future.