Describes a study of the marketing orientations found in two-year colleges and their relationship to enrollment trends within these institutions. Reviews the diversity of marketing approaches employed nationwide. Sees enrollment trends affected by sound marketing management organizations, sensitive marketing intelligence systems, and efficient…

A survey of one university's graduate students examined influences on their initial consideration of the university and their ultimate decision to enroll. Variations in factors among the academic colleges of the institution were revealed. Further research on college choice within the graduate student population is recommended. (MSE)

Many administrators are planning and implementing systematic marketing strategies designed to attract, matriculate, and graduate students. Most administrators prefer to shape a direction according to their institution's needs rather than to take a reactive position. A marketing action plan is provided. (MLW)

Reports on a comparative survey of 93 college freshmen (home economics and business majors) regarding their choice of major. Variables discussed include factors and persons influencing this choice, prior work experience, level of satisfaction with the choice, and preferred career options. (CH)

Steps taken by institutions to have a greater impact on their student enrollments are referred to as enrollment management. Organizational implications are defined and enrollment management is defined as a process that influences the size, shape, and characteristics of a student body. (MLW)

Objectives of research to investigate recruitment activities by colleges of pharmacy were: to determine the extent of declining applications to pharmacy schools, to identify recruitment activities conducted by pharmacy schools, and to determine the perceived importance of specific recruitment activities. (Author/MLW)

Recruitment is analyzed using a classical organizational theory in resource dependence offered by J. D. Thompson. The demographic changes are viewed as flucuations in the environment, which require adaptation from the organization in order to survive. (MLW)

Discusses the problem of the declining number of students majoring in theater arts. (PD)

Surveyed 401 college admissions directors to determine current policies and methods of distributing no-need scholarships to students. Results showed the majority of institutions did have no-need/merit scholarship funds, which slightly favored freshmen. Most scholarship offers were part of student recruiting efforts. (JAC)

Compares segmentation solutions obtained using a binary segmentation algorithm (THAID) and a new chi-square-based procedure (CHAID) that segments the prospective pool of college applicants using application and matriculation as criteria. Results showed a higher number of estimated qualified inquiries and more accurate estimates with CHAID. (JAC)

To be successful, institutions marketing courses and programs overseas will confront a myriad of issues. Where should the savvy higher education institution begin the process of exploring and selling into the market? This document provides guidance by sketching a planning process that is vital to the successful development of a global presence in…

The ideas in this booklet were collected by the Institute of International Education to promote greater participation by women from developing countries in international scholarship programs. Many of the points would be applicable to other underrepresented groups as well. A number of suggestions are made to increase recruitment of women to…

The San Bernardino Valley College (California) Strategic Enrollment Management (SEM) Plan was developed to specifically increase student enrollment and to improve retention over 2000-2002, and thereafter. Presents the SEM plan in two parts: recruitment and retention. The date, description, action, person responsible, date needed, date completed,…

Notes the importance for independent schools of recruiting minority students, points out barriers (including school inaccessibility and expense and parents' fear of rejection), and recommends that schools decide their goals in recruiting minorities. Lists recruitment resources, including associations and sources, and discusses recruitment methods,…

Seeks to clarify the marketing process in the promotion of a school's educational offerings and the school's image within the community. Divides activities into advertising, personal selling, sales promotion, and publicity. Includes a sample promotional plan which identifies objectives and tasks required for development and implementation. (DMM)