This study focused on the perspectives of senior enrollment management administrators in relation to institutional strategic planning documents in order to gain insight into the extent to which "neoliberalism" is influencing the values and practices of private, nonprofit liberal arts institutions. The researcher focused on senior enrollment management administrators, because of their primary roles in helping shape the strategic direction of the institution and publicly communicating the mission and values of the institution. The primary tenets of "neoliberalism" include limited investment in public programs and services, embracing of the global market to fulfill economic self-interests, and in so doing, redefining traditional public good ideals in terms of human capital. Building awareness among institutional and community leaders of the potential influence of "neoliberalism" in higher education may better enable these leaders to align mission, practice, and funding in a way that achieves both private and public interests. Utilizing a qualitative, case study methodological approach the research identified three themes (sustainability, community, communication) that were the primary lenses through which senior enrollment management administrators view neoliberal, consumer-oriented influences on their institutions. The addition of new programs and the protean approach to communicating institutional values appeared to be the most significant impacts of "neoliberalism" on the liberal arts institutions included in this study. Finally, the researcher offered recommendations for scholar-practitioners as they attempt to balance traditional higher education values and the liberal arts with the realities of institutional financial viability. Recommendations for future research were also discussed. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]