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ERIC Number: EJ1113552
Record Type: Journal
Publication Date: 2016-Jul
Pages: 8
Abstractor: ERIC
ISSN: ISSN-0010-0889
Recruiting Nonresident Students and the Privatization of Public Universities
Harris, Michael S.; Smith, Marybeth
College and University, v91 n2 p2-9 Jul 2016
As state appropriations for higher education decrease, public universities rely increasingly on student tuition to meet their operating expenses. Many public universities depend on tuition paid by out-of-state students. Institutions maximize revenue-enhancing opportunities resulting from a supportive public policy and cultural environment. Nonresident recruitment gives public universities the chance to attract highly qualified students as well as those who represent specific socioeconomic and demographic groups. In order to do this successfully, public institutions mimic the recruiting practices of private institutions, granting admissions counselors an increasingly important role in the privatization of public universities. This study examined how an institution seeking to increase tuition revenue recruits out-of-state students. Given the relative paucity of research in this area, this exploratory study sought to answer the question "how do admissions recruiters for a tuition revenue-seeking institution attempt to attract nonresident students?" The data collected in this study come from interviews with admissions counselors working throughout the country for Southern University. The findings suggest that not only are admissions counselors adjusting their recruitment practices to attract nonresident students, but these students also are becoming increasingly amenable to the possibility of attending out-of-state public universities. As a result, public higher education likely will see this trend continue and expand as institutions respond to decreases in state appropriations by relying increasingly on student tuition.
American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A