When strategic enrollment management plans center around traditional high school graduating classes, non-profit public higher education institutions do not recruit, admit, and enroll adult learners with the same energy and resources as they do traditional high school students. This single case study of qualitative design examined how enrollment…

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…

Data interpretation can be difficult. Data visualization techniques from the manufacturing industry make interpretation easier. Control charts display trends in context, so it is clear when performance is truly changing and when it is not. Decision makers know when to act, when to maintain, and when to celebrate. This article discusses the use of…

Many people believe that U.S. higher education is at a crossroads as tuition costs soar, diversity of the student body grows, and the number of traditionally aged students enrolling in college continues to decline due to lower birth rates in the early 2000s. Today's societal, political, and cultural pressures are unique and thus put added pressure…

For years, the impending enrollment cliff has been a regular topic amongst higher education officials. With this event slated to hit undergraduate programs by 2025, it is anticipated that graduate schools will begin feeling the impact by 2029. By examining factors influencing graduate student college choice, enrollment managers can identify ways…

Institutions are aggressively recruiting adult learners and developing adult degree completion programs. This is a hyper-competitive market. Many institutions lack experience working with this population. This paper outlines proven strength-based enrollment management strategies to instill confidence and provide student support for adult learners.…

Using a mixed-methods approach, this research examines admissions practices and recruitment strategies within eight graduate-level, allied health sciences programs. The results highlight the characteristics of submitted, accepted, and matriculated students, and identifies, by program, if the recruitment strategies (e.g., marketing campaign…

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…

Missouri State University (MSU) began developing a strategic enrollment management (SEM) plan at the beginning of the fall 2019 semester and completed this initiative in December 2020. The impetus of the plan was a changing landscape in enrollment and recognition of the need to respond with intentionality. The university approached the plan by…

On March 13, 2020, the coronavirus pandemic was declared a national emergency. Late that afternoon, Montgomery County Community College staff received notice to leave at the close of the day and prepare to be out for two weeks. This was the case for many around the country. This article highlights how Montco's enrollment management department…

This article explores the perceptions of senior enrollment managers at Canadian colleges and universities regarding the effectiveness of using the Strategic Enrollment Management (SEM) model within the Canadian context. The research design consists of a qualitative approach involving 23 individual interviews. Research participants reflected on…

When March 2020 brought with it not only the initial signs of spring, it also brought the reality of the global pandemic to be known as COVID-19. This global pandemic impacted society in many facets. People lost loved ones to the illness, others are still dealing with "long-COVID" affects, and many people lost their jobs due to the…

Community colleges have experienced many challenges since their establishment in 1902; however, the 21st century has brought new obstacles and opportunities. In turn, community college leaders have been called upon to address challenges such as the COVID-19 global pandemic, the demand from students for virtual course offerings, and financial…

Prospective graduate students' noncognitive attributes are commonly evaluated as a part of a holistic review of their admission applications. Yet it is difficult to determine which noncognitive attributes are considered by those who evaluate graduate admissions applications and what approaches they take to measure applicants' noncognitive…