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ERIC Number: ED354929
Record Type: Non-Journal
Publication Date: 1992
Pages: 143
Abstractor: N/A
Reference Count: N/A
The Marketing Aspect of Enrollment Management: Evaluating the Impact on Recruitment and Retention in Institutions of Higher Education.
Grove, Josephine
This four-part thesis explores the development of enrollment management in higher education and assesses the impact of marketing on recruitment and retention. Part 1 examines the concept of enrollment management, a coordinated approach to marketing, recruitment, and retention efforts which emerged almost a decade ago in response to declining numbers of college-age students. This section includes chapters describing several models of enrollment management at two- and four-year colleges, and discusses the role of enrollment management in the institutional environment. Part 2 discusses the broadening perspective in managing enrollment. It includes chapters on marketing in higher education, recruitment competitiveness, and retention strategies. Part 3 focuses on the interrelatedness of marketing, recruitment, and retention in the 1990's. In addition, national enrollment projections are analyzed, emphasizing minority group enrollment, and the impact of these projected enrollment trends and emerging technology on marketing, recruitment, and retention is discussed. The final section presents conclusions and recommendations, including the following: (1) for enrollment management to succeed, the concept of accountability must be fostered at an institution's top administrative levels; and (2) academic advising and the relationship between students and faculty are critical to student success. Faculty support and participation are crucial to effective enrollment management. To address the predicted growth in students who are part-timers, older, female, and minority, institutions must become increasingly adaptive with respect to curricula and class scheduling. A a 36-item bibliography, a glossary of enrollment management terms, and a summary of national data on college freshmen are included. (PAA)
Publication Type: Information Analyses; Dissertations/Theses - Masters Theses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A