The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

Meeting today's prospective college students where they are is key to staying ahead of current enrollment challenges. Understanding which messages resonate with which students and at certain parts of the enrollment funnel helps to ensure institutions are getting the right message, to the right student, at the right time in their journey. By…

Facing significant enrollment challenges as a result of the pandemic, community colleges nationwide have had to be highly strategic in how they market themselves to prospective students. Recapturing students while reaching new prospects requires creative solutions for meeting students' most urgent needs, such as shorter-term, more flexible options…

Admissions and marketing offices face a challenge of increased pressure to enroll future students. As strategic enrollment management (SEM) efforts expand, many universities may look to bring marketing offices into the strategic enrollment conversation, which could result in increased collaboration between the two offices. This article offers ten…

Recent years have seen a major decline in community college enrollments across the country. Although the market to attract secondary school students contains many pathways, the overall marketplace is very competitive as most schools are competing for the same body of students. The adult market is the largest and most neglected group of potential…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to…

This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic…

How to promote the high-quality development of universities from the strategic level is a hot and difficult problem in theoretical research under the background of comprehensive reform of universities in my country. This paper firstly analyzes the outstanding problems and causes of the strategic management of local universities, and then analyzes…

Context: Racially diverse individuals are underrepresented in the field of athletic training. Previous research identified multiple factors that may contribute to diversity concerns including a lack of access to higher education, underrepresentation, financial instability, lack of programming, and mentoring for minoritized students through…

In a globalized and competitive world, the need for the Higher Education Institutions to have a competitive advantage and exceed the expectations of the learners becomes more and more imperative, although the fundamental part of the Institutions is also true in addition to capturing enrollment is to retain it. and to retain it, and to achieve the…

Graduate student enrollment has become increasingly important for universities. At the same time, competition for graduate students has increased, and the way those students search for programs of study has changed dramatically in the digital era. How can your program adapt and reach its graduate enrollment goals? This benchmark survey report…

As higher education continues to face declining enrollment and financial pressures from decreased funding, colleges and universities must find innovative ways to differentiate themselves from competing institutions through niche marketing initiatives in an effort to continue meeting the needs and wants of the shifting population of students. Niche…

This paper reports the findings of a study that analyzed the marketing activities of a number of vocational schools in a municipality where these organizations were allowed to compete for students. The research employed a qualitative, exploratory and descriptive design. The data was collected through interviews with school leaders, regional…

The role of a college president is unique and challenging given the demands of the position as well as the shifting higher education landscape. Research shows presidents are expected to fill many roles in a college community including fundraiser, financial steward, problem solver and cheerleader (Selingo et al., 2017; Trombley, 2007). As the…