This case study demonstrates how the Office of Marketing & Public Relations at Claremont McKenna College used five "Drucker Tool" questions to improve marketing's image on campus and awareness of the college among key constituencies. It concludes with a reevaluation of the initial marketing strategy based on the growing importance of the Internet…

Discusses seven steps for colleges to create effective brands: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors;…

Surveyed college students to determine which aspects of the educational experience are important in influencing student satisfaction. Found that "student centeredness,""campus climate," and "instructional effectiveness" have a strong impact, and that recruitment strategies may require emphasizing different aspects of the educational experience…

Examined the usefulness of Means-End Theory in developing effective college recruitment brochures. Found evidence that brochures that emphasize attributes (e.g., cost, location) over consequences (e.g., getting a job) or values (e.g., security) will generate greater interest in an educational institution. (EV)

Addresses a critical aspect of enrollment management by providing a "conceptual training outline" based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff. Provides a set of "Attitude Tools" to suggest how various training methods might benefit from a consistent underlying…

Introduces a model for estimating the amount of revenue a typical student will bring to an institution of higher education. The model uses event history analysis to analyze the length of time a typical student will remain enrolled, and then uses this estimate in combination with tuition numbers to arrive at revenue estimates. (EV)

Describes five possible institutional "futures," derived from a participatory action research process at a large urban research university in Canada, reflecting the range of thinking regarding the role of universities. The contrasting missions are: confederation of faculties, learner centered, regionally responsive, research dominant, and thematic…

Investigates some of the reasons that institutions of higher education should not regard the student as the customer, asserting that it may cause institutions to focus on short-term, narrow student satisfaction rather than meeting the long-term needs of an entire range of stakeholders. Presents an alternative paradigm, the student as collaborative…

Surveyed students and supporting organizations about their decision considerations regarding enrolling in and supporting an executive master of business administration (EMBA) program. The findings from this studyprovide direction for EMBA directors in strengthening recruiting efforts toward both students and organization sponsors. (EV)

Conducted enrollment analysis and a survey of current students at a large urban institution to examine the segmentation of students into "traditional" and "non-traditional." Found that local traditional students tend to be more like adult students than traditional students with a more distant permanent residence. Proposes "campus-centered" and…

Surveyed non-traditional students to better understand the unique educational needs of the non-traditional women. Found three distinct market segments of non-traditional women: those seeking only academic support in the form of advising, those dependent on a variety of support services to enhance their ability to succeed, and those placing a high…

Examined potential differences in how Australian mature entrants and those who have just left school undertake the decision to attend a new university. Found differences between the two groups in terms of their need for public transportation and scheduling convenience, emphasis on program quality, and college search strategies. (EV)

Describes a process used at the School of Business Administration at Oakland University to involve local business executives in a mutually beneficial relationship with the school in a very short time. (EV)

This 5-year study of undergraduates at a small western private college revealed similarities and differences between males and females in their expectations of business programs (e.g., women's greater desire for experiential learning), which point to product development and promotional strategies that can be targeted toward female students. (EV)

Used an enrollment process model to guide implementation of a survey of master's business students to characterize the decision process leading to enrollment. Quadrant analysis was used to develop a two-dimensional profile of students for use in enrollment management. (EV)