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ERIC Number: ED530835
Record Type: Non-Journal
Publication Date: 2011-Nov
Pages: 7
Abstractor: ERIC
Reference Count: 0
No Laughing Matter. Commentary
Simmons, Steven
Association for the Study of Higher Education
Steve Kolowich's article, "No Laughing Matter" (2010), highlights the disconnect between information found on university and college websites and information relevant to students. Using a carton by Randall Munroe, Kolowich points out that website designers and college marketing officials really do not understand what is important to prospective students. An institution's website is one of the most strategic and powerful tools to help students move from inquiry to enrollment. However, institutions of higher education, specifically community colleges, rarely engage in discovering what information and factors influence student college choice. With decreasing state allocations, community colleges are now more than ever dependent on tuition revenue to fund the open access mission of the college (Ritze, 2006). For these institutions, moving students from inquiry to enrollment is crucial for success. This process starts with understanding factors that influence prospective student's evaluation and decision making process. Scholars and researchers have conducted this type of investigation. Research conducted by Hossler and Gallagher (1987) and Perna (2006) focus on student college choice and is oriented toward all forms of higher education institutions. This commentary focuses specifically on community colleges. The results provide community colleges with a basic road map for understanding what motivates or drives student choice, what information should be included in a website, and how to effectively move a prospective student from inquiry to enrollment. A list of references and suggested readings is provided. [This document presents a commentary on: "No Laughing Matter" by Steve Kolowich published in "Inside Higher Ed" August 4, 2010. "No Laughing Matter," its commentary, a list of suggested readings, and discussion questions are included.]
Association for the Study of Higher Education. Box 453068 4505 South Maryland Parkway, Las Vegas, NV 89154. Tel: 702-895-2737; Fax: 702-895-4269; e-mail:; Web site:
Publication Type: Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: Association for the Study of Higher Education