The looming demographic crisis has been talked about for nearly a decade, has had higher education enrollment managers to strategically think ahead and urge their institutions' stakeholders that the model must change, that they must adapt, and that not all colleges and universities could be winners in the hypercompetitive environment they were…

Experts say colleges and universities should do more of to give prospective students a more authentic experience as opposed to just presenting them with brochures filled with pictures of happy-looking students. Experts also say now--amid the spirited discussions and debates about race, privilege, and inequality on campus--is a good time for…

Since the publication of Dremuk's article 45 years ago, the landscape of international educational exchange has changed significantly. Some of the most notable trends distinguishing the past from the present are highlighted. Forty-five years ago, Dremuk's article emphasized the importance of institutional commitment to international educational…

The fiscal climate for institutions of higher education has changed dramatically in recent decades. Public and private colleges and universities have felt the squeeze of the economic downturn while many public institutions have experienced regular and significant declines in state appropriations. At the same time, families are being asked to pay…

This article is a response to John Silber's article, "Marketing Higher Education: The Survival Value of Integrity." Silber speaks to the very heart of the academy about its integrity and ethics, and does so in timeless fashion through the decades to the current era. In his introduction, he characterizes the "business of education" as inevitable…

When one thinks of seminal publications in college admission, the first piece that comes to mind is B. Alden Thresher's "College Admissions in the Public Interest" (1966). Thresher's work, relevant to this day, is credited with being the foundational document of the admission profession. McDonough and Robertson's 1995 study, commissioned by NACAC,…

What the author found most surprising about Richard Haines' survey on 1974 recruitment practices was that the major issues are still relevant. His main points about recruitment, college and counselor interaction, and the need for better information still resonate as the profession consistently calls for clarity and transparency in the college…

Stealth applicants who do not flow through the traditional admission funnel now represent nearly one-third of the national applicant pool. This study employs a consumer behavior framework to examine the behaviors of stealth applicants at a private university. The findings provide a rich illustration of how stealth applicants search for college.…

Your name: F. Stanley Gogettum. Your job: Director of Admissions. Your institution: floundering University. Like all good admissions directors, you constantly ask yourself about your work and its effectiveness. Should you continue high school visits? Should you use Student Search Service, or maybe an unscreened (but perhaps cheaper)…

Blacks, Hispanics, Native Americans, and Asian Americans are entitled to equal access to all institutions of higher education. Ensuring greater access and participation by minorities in higher education is one of the most practical ways of moving America closer to the ideal of equal opportunity, which is the actualization of the American dream.…

Academics are all used to the idea that they have special ethical obligations. They may also, as administrators, recognize special administrative ethical obligations. But they do not like to think of themselves as businessmen, concerned with selling, and few of them indeed have thought directly and hard about the ethical constraints on marketing…

Enrollment managers will be watching to see how recruitment strategies change when higher education's sleeping giant--net price calculators (NPCs)--wakes in the fall of 2011. Some predict yield projections may be more difficult and reputations will be challenged as prospective students, their families, high school counselors, and independent…

The University of Southern California (USC) Center for Enrollment Research, Policy, and Practice, dedicated to research and action that advances the societal benefit of enrollment policies and practices in higher education, sought to shed light on professional preparation, career path and development issues related to chief admission officers and…

Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers…

Recruitment pieces are often part of a university's larger marketing effort or branding. With the assistance of consultants, admission officers conduct research and often know more about prospective students than students may know about themselves (Gose 1999). Why do admission offices often have a difficult time reaching target audiences?…