ERIC Number: ED432939
Record Type: Non-Journal
Publication Date: 1999
Reference Count: N/A
Enrollment Management for the 21st Century: Delivering Institutional Goals, Accountability and Fiscal Responsibility. ERIC Digest.
This digest presents principles of enrollment management for institutions of higher education. It reviews the three decades since the introduction of the term "enrollment management," noting the goals of: (1) defining the institution's nature and characteristics for appropriate marketing; (2) incorporating all relevant campus constituencies into marketing plans and activities; (3) making strategic decisions about the role and amount of financial aid for students and the institution; and (4) making appropriate commitments of human, fiscal, and technical resources. The need for enrollment management is thought to stem from two situations: first, the decline in the number of high school graduates and, second, the general public's erosion of trust in all types of public institutions. The importance of enrollment management in assisting institutions toward attaining stated goals and remaining financially viable is stressed. Various models for administering enrollment management are also reviewed, as are the professional education and development of enrollment managers. The use of such enrollment management tools as predictive modeling, outcomes-based research and retention programs, and evaluation of student satisfaction is encouraged. (DB)
Descriptors: Accountability, College Administration, Educational Finance, Enrollment Management, Enrollment Trends, Higher Education, Long Range Planning, Marketing, Resource Allocation, School Demography, Strategic Planning, Student Recruitment, Trend Analysis
ERIC Clearinghouse on Higher Education, One Dupont Circle, Suite 630, Washington, DC 20036-1183.
Publication Type: ERIC Publications; ERIC Digests in Full Text
Education Level: N/A
Audience: Administrators; Practitioners
Sponsor: Office of Educational Research and Improvement (ED), Washington, DC.
Authoring Institution: ERIC Clearinghouse on Higher Education, Washington, DC.; George Washington Univ., Washington, DC. Graduate School of Education and Human Development.