Enrollment management, the authors suggested in earlier essays, is a deliberate process of achieving an institution's preferred enrollment profile, starting by identifying the strategic purposes and mission of the institution, and then orchestrating the marketing, recruitment, admissions, pricing and aid, retention programs, academic support…

Focus groups can be a useful tool for program promotion and development and recruitment in business administration. Participants and moderators must be carefully selected, and the interview guide should include open-ended questions. Generalizations drawn from the data should be made with caution. (SK)

Four marketing strategies are critical to the success of adult degree programs: integrating marketing, knowing your students (research), shaping programs and services for adults, and staying the course (retention).

In a successful college marketing program, students and high-quality instruction are top priorities. Marketing research should investigate student needs and frustrations, the products offered, value received for time and money invested, physical convenience and appeal, and promotional strategies. Program research and development suggestions are…

Describes Iowa Central Community College's approach to enrollment management, citing seven keys to its success: (1) the president's personal leadership; (2) a college-wide commitment to excellence; (3) strong administrative support; (4) high expectations for personnel; (5) well-defined enrollment management strategies; (6) participation by…

The Mills College Alumnae Admissions Representative program is described. Three priorities for developing a program are identified: setting goals, deciding on management, and establishing the scope of program. The selection of volunteers and their training are discussed. Recognition of volunteer effort is seen as especially important. (MLW)

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

Defines marketing and discusses the eight steps of the marketing process. Emphasizes the necessity of having one individual or committee responsible for coordinating marketing functions. Notes that marketing's success depends on its acceptance by all levels of the institution. Lists the benefits of implementing marketing in a community college.…

Considers the major issues that arise from the use of standard marketing techniques by community colleges. Urges the evaluation of college objectives before planning and implementing a marketing program and presents a general set of model objectives. Provides questions to be answered in the evaluation of the marketing program. (DD)

Starting programs for new kinds of adult students without delay is one of the urgent actions recommended for the college by a college president widely known for his success in this area. (Author)

Recommendations made as a result of a Wingspread Colloquium on college marketing and student recruitment are reported. Abuses and specific remedies in recruiting, providing information, pricing and financing, student selection, and performance obligations and guarantees are outlined. Focus is on ethical and public interest issues. (MSE)

Offers guidelines on the development of nontraditional study abroad programs (i.e., those open to sophomores and seniors as well as juniors and to students without foreign language proficiency). Discusses program promotion, and student recruitment, selection, orientation, and reentry to the U.S. Stresses the need for a full-time program director.…

Lists barriers that limit the recruitment of women from the existing pool of eligible women into engineering programs. Discusses several components that are important to successful recruitment of women. Uses the program at Purdue as a successful example. Suggests special steps for faculty and administrators to follow. (CW)

Discusses the planning and possible effects of marketing efforts. Considers means of retaining current students and recruiting two groups of nonstudents--potential students with no educational interest who need special encouragement and members of the workforce who may have lifelong learning needs and interests. (AYC)

The variety of conventional and creative responses of U.S. higher education institutions to declining enrollments and related educational change is outlined, and the shift in the role of state governments in higher education is discussed. (MSE)