Formal college and university marketing programs are challenging to develop and implement because of the complexity of the marketing mix, the perceived inappropriateness of a traditional marketing officer, the number of diverse groups with input, the uniqueness of higher education institutions, and the difficulty in identifying higher education…

Results of a survey of four-year colleges and universities concerning faculty attitudes to and participation in student recruitment and institutional marketing efforts are reported, along with possible differences between private and public institutions' faculty attitudes and involvement. (MSE)

This study analyzed the admissions materials sent by four major Midwestern research universities to each of four hypothetical prospective students (first- through fourth-year high school students). The material was analyzed on the basis of timeliness, personalization, pricing, image, and segmentation. (MDM)

A plan for college market penetration that has been successful in increasing the applicant pool for one institution is outlined and discussed. It includes development of performance objectives, a schedule, a promotional plan, market survey, and promotional activities including alumni, media, and other community resources. (MSE)

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

The problem analysis technique can help colleges understand students' salient needs in a competitive market. A preliminary study demonstrates the usefulness of the approach for developing strategies aimed at maintaining student loyalty and improving word-of-mouth promotion to other prospective students. (Author/MSE)

Younger employees in school admissions and records offices wishing to advance within the organization are encouraged to distinguish themselves, find a specialty, focus on customer relations, communicate expectations in leadership situations, keep priorities straight, embrace change and cultivate flexibility, keep integrity intact, and develop a…

A five-year plan for admissions in a large state university is presented that considers current and projected enrollment, budget, space, equipment, computer liaison, recruitment, research personnel, publications, orientation, and public relations. (MSE)