ERIC Number: EJ925508
Record Type: Journal
Publication Date: 2011
College Access Marketing
Tremblay, Christopher W.
College and University, v86 n3 p38-46 Win 2011
College Access Marketing (CAM) is a relatively new phenomenon that seeks to positively influence the college-going rate. This report defines CAM, describes CAM examples, and discusses how CAM seeks to counter barriers to college. It explores four main elements of CAM: information, marketing, advocacy, and social mobilization. Further, it identifies themes among the CAM literature that illustrate its value. It explains CAM's role in supporting access to higher education, discusses the shortcomings of the literature, and identifies areas for further research. As CAM evolves, so will its effectiveness in promoting higher education and facilitating college enrollment.
Descriptors: Higher Education, Student Recruitment, Access to Education, Enrollment, Social Change, College Bound Students, Access to Information, Web Sites, Attitude Change
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: firstname.lastname@example.org; Web site: http://www.aacrao.org/publications/candu/index.cfm
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: United States