ERIC Number: ED169996
Record Type: Non-Journal
Publication Date: 1979-May
Reference Count: N/A
Current Recruitment Practices in Community Colleges and Other Post Secondary Institutions.
Rinck, Lorna Lee
Research documents, conference presentations, and journal articles are used in a five-part review of recruitment strategies currently being employed at junior colleges. The first section provides background information on the development of the community college movement. The second section focuses on changing student objectives and their implications in terms of meeting needs for lifelong learning and demands for equal access to education. In addition, this section discusses trends towards increasing state intervention into college governance. The third section covers marketing concepts by quoting definitions, recommendations for successful marketing practices, discussions of the applicability of commercial marketing techniques to student recruitment, and studies of student attrition and ways an effective and comprehensive marketing program can reduce it. A fourth section reviews approaches to marketing found in the literature. These include: informational advertising, college mailings, provision of complete and accurate information to prospective students, verification of informational completeness and accuracy, use of telecourses, thematic approaches to recruitment, use of a marketing task force, and market segmentation. Additionally, special attention is focused on increasing handicapped and minority enrollments and persistence. A final section draws recommendations from the literature for meeting student needs and new educational goals. (AYC)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Gateway Technical Inst., Kenosha, WI.