Institutional Image and Retention

The image or `branding' issue hasbecome a strategic managerial decision forpostsecondary institutions because it impactsupon the desire of a student to persist andcomplete, or to drop out. This paper examinesthe relationship that exists between students'expectations and their lived experience asreported by students in an actual institutionalsetting. It is a case study which suggestsactionable outcomes for the particularinstitution. More importantly, the approachused here is easily replicable and may beemployed to provide useful information forimage enhancement in other university settings.