Date of Award

Spring 2004

Document Type

Legacy Thesis

Degree Name

Bachelor of Science (BS)


Marketing and Hospitality, Resort and Tourism Management


College of Business

First Advisor

Dennis Rauch


English majors can be classified as a distinct subculture of the university's total population, based on their attitudes and interests; therefore, the students who major in English share common characteristics that affect their behavior choices and lifestyle expectations. These traits can be analyzed from a marketing perspective to develop an approach to attract potential candidates - and increase retention rates - for the English program. In addition, the marketer can create a "product" marketing strategy that incorporates awareness, image, recall, and "customer" satisfaction with the major. This thesis examines the differences (and similarities) between two groups of students, English majors and marketing majors at Coastal Carolina University. Results from two surveys given to students majoring in English and marketing investigate reading habits, writing tendencies, future income expectations, lifestyle choices, and service-oriented activities. This study also determines which campus events English majors are most likely to attend, and it explains how activities sponsored by the English department can attract more students to the major and retain more students in the program.