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 authors provide a historical perspective of activities of the past two decades that attempted to ensure that minority and disadvantaged students are recruited for and retained in allied health education programs. Focus is on (1) recruitment programs, (2) retention programs (both before and during the academic year), and (3) recommendations.…

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

The Ambassador Program, Buena Vista College's official alumni recruitment group, is described. The program operates on two levels: student and alumni ambassadors. Although conducting tours was the main thrust of the student organization, members now participate in other activities. (MLW)

Defines marketing and discusses the eight steps of the marketing process. Emphasizes the necessity of having one individual or committee responsible for coordinating marketing functions. Notes that marketing's success depends on its acceptance by all levels of the institution. Lists the benefits of implementing marketing in a community college.…

Considers the major issues that arise from the use of standard marketing techniques by community colleges. Urges the evaluation of college objectives before planning and implementing a marketing program and presents a general set of model objectives. Provides questions to be answered in the evaluation of the marketing program. (DD)

The author demonstrates the utility of marketing concepts and techniques as a total strategy designed to overcome resistance to participation and to involve the hard-to-reach adult in continuing education. (SK)

Admissions professionals can upgrade their computing capabilities in recruitment by using their nonscientific skills and abilities and working with the university's computing center staff. Practical guidelines are provided. (MSE)

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 book describes and analyzes program planning and development in the field of continuing education. The book contains seven chapters. Building on the phases of program development and the role of the program planner in chapter 1, the book draws attention in chapter 2 to some of the many challenges that are common when programs are planned. The…

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…

Part of a 13-volume series designed to help Lutheran communities assess the feasibility of starting a Lutheran elementary school and to assist ongoing schools in current operation, this publication focuses on recruitment, public relations, and transportation policies in Lutheran elementary schools. It is intended as a way of sharing successful…

The adult education program planning strategy developed and utilized by the University of Georgia's Center for Continuing Education proposes that there are three critical parties to the program planning process: representatives of the clientele group, the faculty, and the adult education arm of the educational institution. Their roles are…

Discusses a four-stage "marketing process" employed by a suburban community college in an effort to become more responsive to the needs of its present and potential students. (DC)

A discussion of the difficulties of enrollment projection examines the wide range of variables affecting enrollments and the likely technological, scientific, manpower, social, and humanistic needs of the world in 2000 that should motivate recruitment efforts. (MSE)