A managerial process for enhancing the image and public reputation of a higher education institution is outlined. It consists of five stages: market research; data analysis and market positioning; communication of results and recommendations to the administration; development of a global image program; and impact evaluation. (MSE)

Many higher education institutions have allowed market fragmentation by permitting their names to be used in many forms and many ways. Specific techniques can be used to discover the power and value of the institutional name, identify what it communicates, and learn how to use it to convey identity effectively. (MSE)

A process for assessing and changing a college or university image is outlined. Steps include image assessment through any of several methodologies; identification of current problems, threats, and opportunities; formulation of the desired image; communication of the image with the public; and implementation and corrective action when necessary.…

A discussion of institutional stature in higher education focuses on its development and determination and strategies for its enhancement. The central theme is that although colleges and universities are affected by trends in the external environment, they can plan, respond, act, and organize themselves to improve their stature. The report…

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…

Bloomfield's declaration of financial exigency, Chapter XI bankruptcy reorganization, and shift to a primary emphasis on recruiting nontraditional students enabled it to survive and emerge from its status as an invisible institution. (MSE)

The University of Redlands responded successfully to financial and administrative crisis by tapping institutional and community pride in the institution's stature, affirming a dual commitment to liberal education and career training, developing a new governance system, and reorganizing financial and program priorities. (MSE)

State comprehensive universities are caught between the research university model and the liberal arts and community college models, unsure of their identity. The quest for status has resulted in faculty dissatisfaction, loss of institutional self-esteem, and disparagement of scholarship. Five approaches to developing distinct and appropriate…

In an interview, Mernoy Harrison, the chairman of the National Association of College and University Business Officers (NACUBO) board of directors, discusses the issues he will address, the association's role in professional development, association image, the need to achieve more efficiency and productivity in college administration, and…

A survey indicates that declining resources, merging of programs, and loss of faculty positions characterize the changes in programs in higher education as a field of study and suggest an uncertain future. However, most programs see themselves as strong and programs that were prominent in the last decade remain so. (Author/MSE)

Factors affecting the emergence of the University of New Mexico as a research institution in a period of increased competition for research support are discussed. The case study covers the period of 1972-1978 and focuses on the development of the Office of the Vice President for Research and its entrepreneurial activities, including its increased…