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ERIC Number: ED410874
Record Type: Non-Journal
Publication Date: 1997-May
Pages: 20
Abstractor: N/A
Reference Count: N/A
Cost Effective Analysis of New Markets: First Steps of Enrollment Management for Nursing and Allied Health Programs. AIR 1997 Annual Forum Paper.
Coyne, Thomas J.; Nordone, Ronald; Donovan, Joseph W.; Thygeson, William
This paper describes the initial analyses needed to help institutions of higher education plan majors in nursing and allied health as institutions look for new markets based on demographic and employment factors. Twelve variables were identified and weighted to describe an ideal recruitment market. Using a three-phase process, potential U.S. markets were identified and five were selected as having the highest potential for return. Twenty markets were identified based on inquiry, applicant, and matriculant data from 1993 through 1995 in combination with data on metropolitan areas with populations between 50,000 and 100,000. The next phase identified markets with a strong interest in allied health programs and a projected increase in high school graduates. The third phase included an identification of potential competition within each state on a program-by-program basis and an analysis student recruitment costs in each potential new market. The final analysis applied psychographic generalities to the still remaining markets. These facts included: the relative non-mobility of first-time college students; the role of socioeconomic background on student mobility; and regional differences in mobility. The final result identified five potential new markets: Lehigh Valley (Pennsylvania), Scranton (Pennsylvania), Harrisburg (Pennsylvania), Mercer County (New Jersey), and Baltimore (Maryland). (JLS)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A