AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

Jack Maguire proclaimed in his classic article, detailing Boston College's enrollment management (EM) design, that "to the organized go the students." Since the inception of EM in the 1970s, college and university leaders have perpetuated structuralist approaches to EM, which are often reflected in persistent debates about the ideal…