Over the past year or more, Detroit Mercy’s Marketing and Communications (MarCom), in partnership with various organizations and associations, has participated in a number of marketing research efforts to better understand Generation Z (Gen Z) as they contemplate their college of choice. This work included a deep dive into the values, mindsets and decision-making processes of Gen Z students and their families, along with exploration of how the values, benefits and approach of Jesuit higher education are described across AJCU member institutions.
But this is only one piece of the marketing research puzzle.
MarCom invites all UDM family members to check out other research studies noted under the section titled Three-Phase Research Process located HERE. Read more about studies undertaken with Elevate Marketing Research (Elevate) to understand why students who received acceptance to UDM decided to go elsewhere. In addition, the 2024 study with Elevate studied additional student perceptions about UDM as well as parent perceptions toward the University.
There are also several other case studies and research materials you may peruse to learn more about how Gen Z students view higher education.
As always, please feel free to send questions to MarCom at marcom@udmercy.edu.