Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities,…

Marketing higher education has been criticized for its consumer (interpreted as student) orientation. An alternative concept, situational marketing, considers the student as one of a number of environmental forces on which the marketing mix focuses. Other forces include funding and regulatory agencies, businesses, alumni, faculty, parents, the…

College buildings, interiors, furniture, spaces, landscaping, and equipment express what the college stands for, what it cares most about, and how it views the intellectual and aesthetic enterprise. Well-designed and well-built physical facilities, especially those that are distinctive, should be a more recognized force in any college's enrollment…

It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

Catholic school educators are recognizing the necessity of marketing research for the effective planning of a long-range, proactive recruitment and retention program. A successful plan involves marketing, recruitment and retention, and public relations. Part I of this booklet outlines steps for the initiation of a marketing plan and provides…

Describes a study of the marketing orientations found in two-year colleges and their relationship to enrollment trends within these institutions. Reviews the diversity of marketing approaches employed nationwide. Sees enrollment trends affected by sound marketing management organizations, sensitive marketing intelligence systems, and efficient…

Colleges and universities generally advertise themselves poorly because of improper planning, resistance, inexperience, and lack of marketing plan. Components of effective advertising include an appropriate and strategic plan, correct choice of planner, coordination with other marketing efforts, contingency planning, and follow-up activities. (MSE)

In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)

Written for administrators of early childhood program centers, this book offers tips on how to increase enrollment. The book offers suggestions rather than a theoretical overview or a comprehensive marketing strategy. Suggestions offered include: (1) Offer a quality program; (2) be aware of your target market; (3) make your program unique; (4)…

A study of graduate student recruitment practices was conducted in the spring of 1986 to determine the current practice of graduate schools and to determine the extent to which they are using marketing techniques. The members of the Council of Graduate Schools were surveyed; 250 graduate schools responded (69% response rate). Questions concerned…

A discussion of strategies marketing in higher education focuses on the social marketing approach, outlining a conceptual framework, and looking at specific concerns and costs. The issue of entrepreneurialism's effect on higher education institutions is considered. (MSE)

To manage enrollments, today's colleges and universities must incorporate marketing strategies and organizational changes that until now have generally been used only by business and other private sector professionals. (MSE)

To market their institutions effectively, college advancement professionals need to understand that marketing encompasses several specific activities and begins with the customer's needs, not the institution's. The administrator must know the institution thoroughly before developing a marketing plan and be able to develop and adapt marketing…

Often necessary to meet enrollment goals in a competitive age, student recruitment from new sources requires a sound knowledge of marketing, solid research, effective organization, and institutional activities that will attract the desired populations. Experience at Westminster College (Utah) illustrates that the process is not particularly…

Discussion of effective college admissions recruitment considers new methodology, including electronic media, student information systems, statistical technologies, and increased use of geodemographic tools. Stresses the importance, however, of traditional principles, such as personalization and timing of nonprofit marketing. (DB)