College Web sites are often the first structured encounter a student has with a prospective college or university. Outside of serving as a marketing tool (Williams 2000), very little literature exists on the functional purpose of a college's Web site. Almost all college sites show an informational and transactional tool for currently enrolled…

A single innovation within a community can elicit completely opposite reactions from members who, in good faith, are all working toward the same goal. If this assumption is true--if one person's solution has the potential to be another person's problem--then how does one determine whose interests prevail? As members of National Association for…

The entrepreneurial admission sector is comprised of commercial enterprises aimed at helping students increase their odds of admission, as well as providing general college information to the masses. As for-profit entities, a goal of companies in this sector is to maximize revenue and profit. Existing research identifies four main activities as…

The premise of this work is simple: the history of college admission since World War II is a consumer history. The way in which this history unfolds is far more complex. College admission is a contested good. It is simultaneously a consumable good (students purchase a college education for personal and familial reasons) and a social good (various…

Today's colleges strive for diversity in order to enrich students' personal development, perspectives, and real-world knowledge. While colleges have been trying to recruit students of different races for decades, they are now expanding their perspective of what true diversity entails. LGBT students, due to their orientation, often have different…

In order to understand the effects that consumer culture may have on modern youth, this article first traces a brief history of branding in the United States throughout the 20th Century to develop a context and precedent for the argument that the current generation of students applying to college has developed in a society saturated with branding,…

Enrollment managers will be watching to see how recruitment strategies change when higher education's sleeping giant--net price calculators (NPCs)--wakes in the fall of 2011. Some predict yield projections may be more difficult and reputations will be challenged as prospective students, their families, high school counselors, and independent…

The University of Southern California (USC) Center for Enrollment Research, Policy, and Practice, dedicated to research and action that advances the societal benefit of enrollment policies and practices in higher education, sought to shed light on professional preparation, career path and development issues related to chief admission officers and…

Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers…

The Academic Success Inventory for College Students (ASICS) is a newly-developed, self-report instrument designed to evaluate academic success in college students. The 50-item instrument has 10 factors that measure general academic skills, career decidedness, internal and external motivation, anxiety, concentration, socializing, personal…

This article discusses game design concepts suggested to foster engagement while considering the needs of underserved high school students preparing for the college admission process. The contextual nature of college counseling efforts in urban secondary school settings provides a backdrop for consideration of the manner in which game design and…

President Barack Obama has called education "the economic issue of our time", explaining that the rise in unemployment among those without a college education is growing and eight of 10 new jobs created in the US are more likely to hire people with higher education degrees. Indeed, change is what the educational system needs to increase…

The relationship that currently exists between undergraduate admission, technology and the Millennial generation continues to be an area of constant change. As technology trends come-and-go and resources continue to be limited, what are colleges and universities doing to ensure they are being as effective and efficient as possible when it comes to…

This exploratory study examines the academic outcomes of homeschooled students who enter a medium size doctoral institution located in the Midwest. Descriptive analysis reveals homeschool students possess higher ACT scores, grade point averages (GPAs) and graduation rates when compared to traditionally-educated students. In addition, multiple…

The College Board Advanced Placement Program allows high school students to take college-level courses and if an appropriate score on an exam is received, college credit is earned. While the program has had its detractors (access in rural and inner-city schools, lack of diversity, pre-selection of talented students, poor articulation with actual…