Date of Award
2004
Document Type
Dissertation
Degree Name
Doctor of Education
Department
Fischler Graduate School of Education and Human Services
Advisor
Anne Mulder
Committee Member
Frederick Kintzer
Committee Member
Maryellen Maher
Keywords
assessment instrument, committees, evaluation, implementation, Kaleidoscope, marketing, marketing plan, readership, readership assessment, school newspapers, student newspaper, student publications, universities, University of Alabama at Birmingham, writer
Abstract
This applied dissertation was designed to identify the appropriate elements of a marketing plan and then to apply that knowledge to the development of such a plan with strategies for implementation and evaluation for the University of Alabama at Birmingham’s student newspaper, the Kaleidoscope.
There were four research questions addressed for this project. First, what is the appropriate content for a marketing plan for the Kaleidoscope? Second, what is the appropriate format for a marketing plan for the Kaleidoscope? Third, what criteria should be used to evaluate a readership assessment instrument? Fourth, what is the appropriate implementation and evaluation plan for the Kaleidoscope marketing strategy?
Based on 13 research steps the writer developed strategies to be considered in the implementation and evaluation of the marketing plan, suggested the format and content of the marketing plan, created criteria for the evaluation of the readership assessment instrument, and developed strategies for implementing and evaluating the readership assessment instrument on a regular basis. Formative committees were established to review material, and summative committees were established to review and validate material for this research study.
Based on the 13 research steps mentioned above, a marketing plan with strategies for implementation and evaluation was successfully developed, and all research questions were successfully answered.