ERIC Number: ED331457
Record Type: RIE
Publication Date: 1990-Dec
Reference Count: N/A
Marketing and Recruitment for Graduate Programs.
Powers, Mary G.
Council of Graduate Schools Communicator, v24 n3,4 p1,5,9,10-11 Mar-Apr 1991
This article addresses the problem of (1) maintaining the size and quality of the overall graduate school, and (2) maintaining a "critical mass" of students enrolled in programs where there is an indication of a future demand, but where there has been a decline. University marketing techniques have not generally focused on graduate student recruitment, but recent economic and demographic changes showing a shrinking undergraduate enrollment could impact the graduate enrollment. Also problematic is a more diverse college student population that views graduate programs in the arts and sciences with less interest. Marketing techniques have included institutional research on applicant pools, on students who were admitted, and on the various sources of students, as well as the employment of some advertising and trend analysis. Marketing is used less than other recruitment techniques because the expertise is somewhat foreign to the graduate and to the associate dean. The number of non-U.S. graduate students is growing and will continue. Graduate deans should be aware of the importance of the non-U.S. graduate student population and become familiar with the statistics in this area. (GLR)
Publication Type: Information Analyses; Opinion Papers; Journal Articles
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A