ERIC Number: EJ892302
Record Type: Journal
Publication Date: 2010-Jan
Abstractor: As Provided
Reference Count: 30
The Small College Enrollment Officer: Relationship Marketing at Work
Vander Schee, Brian A.
Journal of Marketing for Higher Education, v20 n1 p135-143 Jan 2010
Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome this barrier by utilizing relationship marketing in recruitment, namely seller expertise, communication, interaction frequency and relationship benefits, via the enrollment officer model to meet enrollment goals. This article describes the model based on relationship marketing and enrollment management theory. Results from implementing the model at two small colleges showed an increase in admissions yield, first-year retention and employee job satisfaction.
Descriptors: Small Colleges, College Applicants, Student Recruitment, Interpersonal Relationship, College Environment, Student College Relationship, Enrollment Management
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A