Characteristics and job expectations of students taking courses in the field of higher education were investigated, along with student perceptions of their programs. Findings may be helpful in making curricula responsive to student expectations and in developing marketing/recruitment strategies. Eleven questions that relate to client identification for marketing programs in the field of higher education framed the development of the survey form. The survey examined the background of students in the areas of: education, demographics, occupation, perceptions of their programs, and career goals. Responses were received from 18 higher education doctoral programs. Information was obtained on: enrollment in higher education administration programs by sex and race (Caucasian or minority); undergraduate majors of students; grade point average for bachelor's and master's degrees, scores for Graduate Record Exam and Miller Analogy Test; occupational background; concentration (higher education administration, student personnel work, other); geographic accessibility to the program; financing of studies, ways that students learned about the program; skills students want to develop; strengths/weaknesses of the program; and ultimate career goal (faculty, administrator, president, other). The findings are compared to two previous studies. (SW)