A program focusing on recruitment of new freshmen at the University of Colorado at Boulder illustrates some major planning considerations in the development, implementation, and evaluation of a marketing plan. (MSE)

Information sources useful to newcomers in academic marketing are suggested. Citations focus on market research techniques, marketing strategies, and approaches to enrollment management. (MSE)

The office of institutional research can play a key role in creating a college's marketing plan. Designing survey instruments and evaluations to support new program development, employer-based education, and recruiting concepts are areas where institutional research can make important contributions (Author/MLW)

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)

Effective utilization of community agents in the marketing process of community colleges is discussed. It is suggested that community-based marketing improves the college's outreach capability and encourages development processes within the community. The various stages of developing community-based processes are explained. (Author/SF)