Management guidelines for colleges and universities that include policies, goals, and procedures are presented. Guidelines include the following: (1) trustees must have final authority for the institution; (2) the planning process should recognize that policy and direction generally flow down (the organizational structure) while process (procedure) flows up; (3) the planning process for an organization should "fit" the organizational structure and financial resources of the organization; (4) planning is a continuous process; (5) the basic components of planning are people, data, and process; (6) broad-based participation of people in formal, institutional planning is best achieved through means such as task forces, special study assignments, and open hearings; (7) accurate data are required on historical and trend lines and projections; and (8) institutional planning, departmental planning, and program planning occur simultaneously. To provide a basis for institutional plans, an outline is presented on 5 questions that should be considered regarding enrollment, 10 academic program questions, 11 marketing and admissions questions, and 7 financial questions. (SW)