ERIC Number: ED271151
Record Type: RIE
Publication Date: 1985
Reference Count: 0
Applying Marketing Concepts to Higher Education: Development of an Enrollment Management Plan for the Off-Campus Program.
The Enrollment Management Plan proposed in this report was developed in an effort to provide a comprehensive framework for organizational analysis, planning, and evaluation for the Off-Campus Program of the Community College of Rhode Island. The introductory sections of the report offer background information, define enrollment management, and identify aspects of higher education management with comparable elements in business marketing (e.g., student recruitment, retention, and institutional adaptation and renewal). Section 1 presents specific recommendations in the area of institutional research, highlighting the need for enrollment statistics, trend data, admissions data, outcome studies, and enrollment centers. Section 2 offers recommendations concerning academic affairs, suggesting the creation of advisory boards for satellite centers, the development of flexible course schedules, the provision of incentive/recognition awards, the expansion of the high school enrichment program, the enhancement of business/agency linkages, and the improvement of television services. Section 3 focuses on recommendations for off-campus student services, suggesting ways to eliminate "red tape," to create a sense of community at satellite campuses, to improve services, to increase student involvement, and to improve staff training. In section 4, suggestions are provided for program promotion and student recruitment, including ideas concerning advertising, registration, publicity, community contacts, and differentiated marketing. The final sections offer suggestions for the improvement of the Off-Campus Program. (RO)
Publication Type: Opinion Papers; Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Community Coll. of Rhode Island, Warwick.