Date of Degree


Degree Name

Ed.D. (Doctor of Education)


Department of Counseling and Higher Education (CAHE)


Mac, Jacqueline

Committee Members

Kortegast, Carrie; Hu, Xiaodan


Latino students, Hispanic serving institution, marketing, viewbooks, recruitment, inclusion, belonging, minority, Equity Climate Assessment Matrix, first-generation


Latino students are the fastest-growing minority enrolling in higher education institutions. If higher education institutions want to recruit, attract, and retain Latino students, they must create a recruitment marketing strategy that highlights inclusion for these students on their campuses. Therefore, the purpose of this critical visual qualitative case study is to understand the perceptions Latino students have of marketing materials at a four-year emerging Hispanic Serving Institution (HSI) as those materials relate to inclusion and access. The research site for this study was a regional public four-year institution named North Calumet University (NCU), which is an emerging HSI. The conceptual framework that guided this study was the Equity Climate Assessment Matrix. Data was collected from 18 participants in three focus groups. Four themes emerged from this research: (1) contrived inclusion, (2) the push and pull of family for Latino students’ access to higher education, (3) the pressure and isolation of being first-generation, and (4) access to influential agents and structures to enhance inclusion.


Northern Illinois University

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