Demographic changes promise to reshape the market for higher education in the next 15 years. Colleges are already grappling with the consequences of declining family size due to low birth rates brought on by the Great Recession, as well as the continuing shift toward minority student populations. Each institution faces a distinct market context…

Although traditional student enrollment is declining, the nontraditional segment of students is growing. This enrollment pattern will require recruitment strategies that speak directly to the adult learners. There is robust adoption of social media use by individuals and by organizations for marketing purposes. Social media marketing includes…

Refugees face significant challenges in accessing higher education. It is clear that new and diverse solutions are needed that both understand and address the contextual barriers to higher education access for refugees. In keeping with new approaches in the wider humanitarian community, which recognize the role communities can play in creating new…

Study after study demonstrates that low-income students are severely underrepresented in higher education. In fact, the attendance rate of low-income students appears to be declining rather than growing. Individual Development Accounts or IDAs used for postsecondary education can help address the problem. With an IDA, youth can afford to enroll in…

A literature review and mail survey suggests that while many colleges and universities are promoting and selling themselves, very few are professionally managing marketing activities. (MSE)

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 survey of four-year undergraduate institutions concerning enrollment management looked at program prevalence and form, differences among institutions using and not using them, and obstacles to program development. Results suggest that while many institutions are pro-active, most do not believe projected enrollment declines will affect their…

This handbook for the Mentor Program of the California Librarians Black Caucus (CLBC) and the University of California Los Angeles (UCLA) Graduate School of Library and Information Science (GSLIS) begins by stating that the purpose of the program is to increase the number of African American librarians and other information professionals in…

A college marketing model consisting of several strategies and contingency plans for decision-making under difficult conditions is outlined. The plan provides for orderly transition from one marketing stage to the next logical stage, allowing some control over both internal and external environments, and providing insight into the delicate…

The State University of New York's innovative summer internship program bringing together 18 students between their third and fourth years to study functional vision care and vision therapy is described. Its history, program structure, recruitment and selection, and evaluation are highlighted. (MSE)

A study assessed the market orientation of the executive Master's in Business Administration (MBA) program at Saint Joseph's University (Pennsylvania) in terms of 12 skills and knowledge areas that reflect effective managerial performance and the student-executives' perceptions of program strengths and weaknesses in delivering these skills.…

Components of an art program that was developed with federal funding are outlined. The model contains information on the grant proposal, including the rationale for funding, implementation strategies, activity timetable, qualifications of key personnel, activity objectives and performance measures, intitutional goals, activity milestones, and…

A description and discussion of a university market penetration plan looks at problems and opportunities related to market selection, establishment of performance objectives, timing, use of human resources, developing a promotional plan and activities, doing a market survey, garnering alumni support, using the media, and using college-community…

This article describes a successful project to recruit math and science majors into a Master's level secondary school teacher education program. A collaborative effort between the university, public school systems, and industry with paid internships and economic and career incentives were an important element in this program. (DF)

A study identified quality signals for master's programs in business administration (MBAs). Traditional scholarly oriented academic signals are apparently not valued as such by external customer groups. MBA academic quality appears to be a multidimensional construct, with subdimensions of real-worldness; placement; student satisfaction; and…