ERIC Number: ED165557
Record Type: RIE
Publication Date: 1976
Reference Count: 0
A Role for Marketing in College Admissions. Papers Presented at the Colloquium on College Admissions, May 16-l8, 1976.
College Entrance Examination Board, New York, NY.
This collection stresses the need for informed and more sophisticated marketing techniques for college admissions officers to help them cope with the decreasing number of prospective college students. The importance of the college admissions office is increasing as admissions becomes a more crucial element to the colleges' financial well-being. The collected papers provide an appraisal of what the situation in college admissions will be like for the next few decades. Presentations include: The Future Market for College Education (Humphrey Doermann); Applying Marketing Theory to College Admissions (Philip Kotler); The Positioning Era: Marketing Strategy for College Admission in the l980's (Howard Geltzer and Al Ries); and Using Research in Analyzing Student Markets: A Case Study (Daniel F. Sullivan and Larry H. Litten). Introductory remarks by John M. Duggan are also included. (BH)
Descriptors: Admissions Counseling, Case Studies, College Admission, College Bound Students, Declining Enrollment, Educational Demand, Educational Finance, Educational Supply, Enrollment Projections, Higher Education, Marketing, Research Utilization, Retrenchment, Student Recruitment
College Board Publication Orders, Box 2815, Princeton, New Jersey 08540 ($5.00)
Publication Type: Collected Works - Proceedings
Education Level: N/A
Authoring Institution: College Entrance Examination Board, New York, NY.
Note: Papers presented at the Colloquium on College Admissions (Fontana, Wisconsin, May 16-18, 1976) ; Some small print may be marginally legible