Fewer than half of working-age adults hold a credential beyond a high school diploma. As the economy increasingly moves from an industrial base to a knowledge base, this population will need access to high-quality degree programs in relevant fields. Fortunately, online learning has made this achievable. The challenge of serving this population…

The dire need for eye care services and a dearth of human resources (HR) in sub-Saharan Africa motivated the setting up of new optometry programmes. However, to make a meaningful impact, geographical, gender, economic and educational disparities must additionally be addressed. A qualitative study utilizing purposive sampling to select academic…

Internationalization becomes increasingly important in higher education in a globalized world. Exporting higher education services by recruiting overseas students is an integral facet of internationalization of higher education. It not only helps develop the place as an education hub but also facilitate internationalized environment of higher…

Vocational education has suffered enrollment problems simply because there are fewer students today than a few years ago. Other factors that have hurt vocational enrollments include recent efforts to increase the number of academic credits required for graduation, and in the case of area vocational-technical schools, negative attitudes toward…

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)

In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)

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).

When new marketing strategies were adopted at Elizabethtown College, publications were seen as a good starting point for planning. Revamping publications led to the development of a publications flow system that in turn led to a communications flow system to schedule all mailings and telephone contacts. (MLW)

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…

Often necessary to meet enrollment goals in a competitive age, student recruitment from new sources requires a sound knowledge of marketing, solid research, effective organization, and institutional activities that will attract the desired populations. Experience at Westminster College (Utah) illustrates that the process is not particularly…

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…

Advocates a marketing orientation to community college management as demonstrated by the successful implementation of four-state (service, promotion, delivery, and evaluation) marketing plan at Prince George's Community College in Washington D.C. (TP)

Higher education institutions have increasingly adopted marketing principles to achieve institutional objectives. However, direct application of the traditional marketing mix as characterized by four P's (product, price, place, promotion) can be problematic. A reconceptualization of the marketing mix applies four C's: concept (mix of goods and…

Cooperative education and career development practitioners must use marketing to demonstrate to multiethnic students that cooperative education is a viable option for them. A department must be willing to invest time necessary to establish links with multiethnic faculty, staff, and student leaders if it is to create an environment attractive to…

An overview is provided of factors to be considered in assessing and improving the quality and effectiveness of a college's recruitment materials. Part 1 addresses the questions of how to and why assess the effectiveness of student search publications. This section compares various methods of conducting college surveys to determine students'…