Perceived effects of a cause-related marketing program on Minnesota K-12 schools

• Main Author: Ren, Doutian
• Language: EN
• Published: Saint Mary's University of Minnesota 2015
• Subjects: Social research|Educational leadership|Public administration
• Online Access: http://pqdtopen.proquest.com/#viewpdf?dispub=3711333

<p> This is a posttest only, with control-group experimental research, which aimed to evaluate the changes in performance of kindergarten through 12th grade (K-12) schools in Minnesota from a perspective of principals and administrators, as a result of having participated in Target's Take Charge of Education program, one of the largest cause-related marketing (CRM) education-based campaigns in the United States. To evaluate the performance improvement, a Program Survey was designed to collect data from school principals and administrators. The general findings of this dissertation research confirmed that the overall performance of Minnesota K-12 schools had been improved, from the perspective of principals and administrators, by participating in a CRM program. Additionally, the dissertation research findings also showed that there were positive impacts of CRM program on both public schools and nonpublic schools. Specifically, all five dimensions of school performance examined in this research, which contained mission, finance, customers, internal process, and learning and growth, had also improved significantly from the perception of Minnesota K-12 schools' principals and administrators. In future studies, the impact of CRM programs on educational institutions, specifically, the impacts of CRM on students could be assessed from more various aspects. Furthermore, it would be worthwhile to discover the possible relationships between the amounts received from a CRM program and the impact of the program on educational institutions in the future studies.</p>