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)

Compared key demographic and individual difference variables of distance and non-distance learners. Found significant differences in gender, age, employment status, motivation, and risk-taking propensity between distance and non-distance learners. (EV)

Using a five-level relationship marketing model, four-year college and university Web page content was analyzed focusing on pre-transaction student recruitment strategies in three content areas: applications, faculty, and tours. Descriptive and statistical results indicate increasing amounts of interactivity and two-way communication from 1997 to…

Analyzes and evaluates the range of alliance options (universities, institutes, associations, colleges, and others) available for foreign universities in Hong Kong, compares them briefly to the rest of China, and discusses how these various options can be accessed by foreign universities wishing to enter the Hong Kong market via the strategic…

Explored whether foreign universities moved through levels of alliance with China as a form of staggered market entry. Found almost no movement between levels of alliance, and that high levels of commitment were required at all levels to make an alliance successful. This indicates that foreign universities should be careful to establish alliances…

A survey of high school seniors assessed indicators of educational quality and selectivity as predictors of academic reputation (AR) and desire to attend a college. Curriculum rigor and social/cultural activities were predictive of AR; class size and individualized attention were not. Curriculum rigor and individualized attention were predictive…

Responds to Finley, Rogers, and Galloway (2001), expanding on their proposed "futures" for institutions of higher education and examining the critical role that mission statements have in defining the role of the organization and establishing the framework for effective market strategy. (EV)

Examined whether changing tuition rates to a sliding scale based on the number of credit hours taken will increase 4-year graduation rates. Found that a sliding tuition rate scale does not increase 4-year graduation rates. (EV)

Contrasted two survey methodologies: e-mail-Web and traditional mail. Found that: (1) e-mail-Web respondents were proportionately more likely to be male and enrolled in school full-time; (2) more individual question non-response was present for the e-mail-Web sample; and (3) e-mail-Web respondents value different aspects of graduate school. (EV)

This study examined the role of senior public relations administrators in institutional decision making through a survey of presidents and senior public relations officers at the 14 universities in the Pennsylvania State System of Higher Education (SSHE). Findings indicated that SSHE senior public relations administrators are often not included in…

An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most…

Survey responses of college-bound high school seniors (n=198) found most respondents viewed successful postgraduate careers as very important to the perception of an institution's academic reputation. Three factors described student perception of academic reputation: academic concerns, campus ethos, and practical value. Also, three factors were…

This study evaluated the admissions process for a Master's in Business Administration Program using such quality improvement techniques as customer surveys, benchmarking, and gap analysis. Analysis revealed that student dissatisfaction with the admissions process may be a factor influencing declining enrollment. Cycle time and number of student…

Discusses various ways that public universities may finance the use of technology and suggests reasons administrators should use technology fees to finance the cost of current and future computer technology. An important reason is that public universities have a larger percentage of nontraditional students with lower retention rates. (SLD)

Developed an enrollment process model and used it to study the decision process leading to enrollment in a university's doctoral business program through a questionnaire. Responses of 51 doctoral students provide insight into student behavior and the substance of the school's current market. (SLD)