A guide to developing a college marketing plan defines key marketing terms, outlines the development of a plan (including institutional analysis, market research, strategy formation and execution, and program evaluation), and provides a list of important principles with which to operate a program. (MSE)

A simple and effective model for forecasting freshman enrollment during the application period is presented step by step. The model requires minimal and readily available information, uses a simple linear regression analysis on a personal computer, and provides updated monthly forecasts. (MSE)

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)