ERIC Number: ED381184
Record Type: Non-Journal
Publication Date: 1995
Reference Count: N/A
A Review of Enrollment Management: Issues and Strategies. Management/Marketing Special Project.
O'Brien, Ed; And Others
This report presents findings and recommendations from a project undertaken by the Maricopa County Community College District (MCCCD) to determine reasons for a decline in business course enrollments and develop strategies to increase enrollments in management and marketing programs throughout the district. Following background information on the project, the decline in enrollments is viewed in a national context, reviewing factors contributing to business enrollment fluctuations and indicating that MCCCD experienced a 34.2% decline in business course enrollment from fall 1990 to fall 1993. Next, forces of change within the business environment and educational community in the 1990s are reviewed, and workplace skills for the future are identified, advocating the intertwining of business and educational efforts beginning at the junior high level. The next section provides a profile of the District's customer base, including information on market identification, characteristics of the current teen-age and returning/recareering adult populations, and trends in customer educational and career objectives. This section also presents results from a spring 1994 MCCCD self-study of management/marketing student characteristics and satisfaction and training needs of local businesses. Finally, a case is made for developing partnerships between business and education and recommendations in 18 areas are made for increasing marketing and management enrollment, including scheduling, advisement, recruitment/retention, delivery systems, curricula, marketing, and accountability systems. Appendixes include the project proposal, survey instruments and results, and MCCCD statistical data. (KP)
Descriptors: Business Education, Change Strategies, Community Colleges, Declining Enrollment, Enrollment Influences, Enrollment Management, Marketing, Multicampus Districts, Partnerships in Education, Strategic Planning, Student Characteristics, Student Recruitment, Trend Analysis, Two Year Colleges
Publication Type: Reports - Descriptive; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Maricopa County Community Coll. District, Phoenix, AZ.