ERIC Number: ED289392
Record Type: RIE
Publication Date: 1987
Reference Count: 0
Graduate Student Recruitment.
Baron, Patricia B.
Communicator, p8-12 Sep-Oct 1987
A study of graduate student recruitment practices was conducted in the spring of 1986 to determine the current practice of graduate schools and to determine the extent to which they are using marketing techniques. The members of the Council of Graduate Schools were surveyed; 250 graduate schools responded (69% response rate). Questions concerned the effectiveness of recruitment programs, responsibility for recruitment financial and personnel resources for recruitment, and evaluation of recruitment efforts. Ratings of selected recruitment strategies and marketing techniques were requested. Among the results presented and discussed here are the following: the most cost effective recruitment strategies were considered to be personal contact, publications, and financial assistance, among others; and a significant relationship was found between the effectiveness of a recruitment program and the presence of professional recruitment personnel. Based on the results of this study and the literature reviewed, a model for graduate student recruitment was developed. Each of the following steps in the model is discussed: (1) assessment (analysis of the institution, the students, the "competition," and the job market); (2) developing recruitment and enrollment objectives; (3) developing recruitment plans and recruitment strategies to meet the above objectives (involving academic and financial considerations, publicity and advertising, segmentation of the student market, and other factors); (4) implementing a recruitment program; and (5) monitoring and evaluating the recruitment program. (KM)
Descriptors: Graduate Students, Graduate Study, Higher Education, Marketing, Models, Program Effectiveness, Program Evaluation, Student Recruitment, Surveys
Council of Graduate Schools, One Dupont Circle, Suite 430, Washington, DC 20036-1173.
Publication Type: Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A