ROL Outline

I. University Recruitment

a. Describe university culture and its unique situation (its not a typical business)

b. Discuss marketing strategies, problems, and specifics of the university recruitment process. What it is and how it works

c. Discuss the current student and current trends in recruitment and how it seems to have a narrative element that are not specifically stated

II. Narrative Paradigm

a. Define narrative paradigm and humans as natural storytellers

b. Describe the components of narrative paradigm including narrative fidelity and probability

c. Narratives fulfilling needs and a natural process, something even perspective students understand

III. Narratives as Persuasive Tools

a. Discuss what is currently known about stories and persuasion

b. Link university marketing research and suggestions to narrative paradigm

c. Suggest stories may be the key to helping universities stand out to perspective students and creating a feeling of “fit.”

IV. Research Questions