The advantages of involving alumni in graduate program recruitment are outlined, and suggestions are given for the administration of these recruitment programs. (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)

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…

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…

This article describes a successful four-year student recruitment effort initiated by Florida State University's teacher preparation program in visual disabilities. The article discusses a survey to determine the target population, use of current students to attract new ones, harnessing of campus resources, and obtaining funds for recruitment…

A study of the promotional activities used in marketing departments in business schools found that departments do better by using specific promotional devices, such as written goals, a promotion committee, and support of a public relations professional. A six-step strategic departmental promotional plan is outlined, based on the findings.…

This Seminar guide is part of NCSALL's (National Center for the Study of Adult Learning and Literacy's) effort to help connect research and practice in the field of adult education and family literacy. The purpose of the three-hour seminar is to help practitioners, program directors, state staff, and other policymakers read and discuss NCSALL's…

Evaluation of the impact of prospective students' contacts with the institution is an objective of the admissions research agenda at Tufts University (Massachusetts). An annual survey gathers information on individuals who make inquiries but do not submit an application and on the parents of matriculating students. (MSE)

Market research, important for professional renewal, is a critical part of continuing education program planning. It includes attention to learning needs and learner motivation to participate in continuing education. Informal market research makes use of internal sources, such as enrollment data, program evaluations, policy statements, and staff…

An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The…

The issue of retention is a persistent problem in higher education. For the past 100 years, the institutional graduation rate has stubbornly held at the 50 percent mark: half of all students entering higher education fail to realize their dreams and aspirations based on earning a certificate or degree. For students of color in particular, the…

The New Jersey Institute of Technology's experience with encouraging Black participation in engineering and science illustrates the value of four precepts: (1) academic preparation begins early; (2) a comprehensive, multifaceted approach is essential; (3) lots of money is needed; and (4) universities must be ready to experiment and keep learning.…

This guidebook is based on telephone interviews, conducted in April and May 1989, with the staff of 19 homeless shelters in California, Delaware, Massachusetts, Minnesota, Missouri, New Jersey, New York, Oklahoma, Texas, and Tennessee, site visits at eight New York State shelter programs, and a review of the research on literacy training for…

In this discussion of managing continuing education credit programming units, three themes emerge. The first theme is that unit administrators must rely upon leverage, or influence, to coordinate programs effectively and to gain the institution's acceptance of policies and procedures that support the credit programming unit and the adult learners…

Colleges and universities are using innovative methods to improve services that affect the institution's enrollment-management function, primarily in registration and information management. Registrars' offices can also promote academic excellence by incorporating honors into transcripts, participate in student recruitment by providing timely…