Simply stated, enrollment management is the process of defining enrollment goals and establishing procedures to reach these goals. The approach consists of a variety of interdependent activities, which can include the clarification of institutional mission, long-range planning, academic program planning, marketing and recruitment, retention, and career planning and placement. A major factor underscoring the need for enrollment management is the decline in the numbers of traditional college-aged students--by 1994, it is forecast that there will be a 26% drop in higer education enrollments nationally, with some regions dropping by 43%. Suggested methods of implementing enrollment management vary. Some recommend that enrollment management emanate from the Board of Regents, which should: focus the mission statements of each segment of postsecondary education by stipulating what it can and cannot do; tighten admissions standards; and establish strong mandatory transferability of credits. Some colleges are attempting to exercise greater control over the destiny of their institutions by implementing strategic planning with short- and long-range marketing plans. Enrollment management is an attempt by institutions of higher education to control the size of enrollments through a better understanding of the factors that influence enrollment patterns, and the establishment of structures and procedures to contact more potential students and influence their decisions concerning college choice and attendance. (EJV)