Developed as a guide for college administrators for establishing, improving, and evaluating career counseling and placement programs, this document describes specific activities for such programs under two categories: student-oriented activities and administrative and managerial activities. The student-oriented activities (Part I) cover the following areas: career counseling and planning for undergraduates; work as experiential education; career information centers; careers conferences; communications-public relations; placement counseling; job development; job listing/referral; on-campus interviews and recruitment; and follow-up and evaluation. The administrative and managerial activities (Part II) cover these areas: role and status of the career counseling/placement director and staff; position of the career counseling/placement function and the institutional structure; staff; professional development; facilities and equipment; budget; institutional support and commitment; legal implications; and ethical considerations. Included in the introductory information is a discussion of the conceptual framework for career counseling and placement and its significance to colleges and universities with large student enrollments in the liberal arts. Some of the appended materials (which comprise most of the document) include descriptions of summer orientation programs, career planning and search technique seminars, computer-based guidance systems, and test-taking skills workshops. Also appended are examples of promotional brochures, evaluation forms, questionnaires, and other related forms and materials. (BM)