This article argues that, rather than raising the salaries of college presidents, thus widening the salary gap with faculty and possibly creating ill will, governing boards can provide better, long-term supplemental retirement programs that offer maximum reward, security, and control. This strategy can assist in recruitment and retention of…

Promotional marketing can deliver significant benefits to colleges and universities willing to modify traditional practices to build awareness and recruit students. Emerging college marketing practices focus on service, rely on friends to disseminate information, maximize technology, simplify the message, and are based on knowledge of the…

Most private colleges should concentrate on increasing the number of serious applications they receive rather than trying to increase the conversion of applicants to enrollees. Effective student recruitment requires cooperation of all departments, offices, and committees, not just the efforts of the admissions office, in creating an attractive…

Higher education marketing is about to enter a new stage of sophistication, responsibility, and status as consumer pressure increases competition. To develop more effective marketing plans, trustees need in-depth knowledge of their institutions, understand the power of the consumer to shape higher education, and anticipate more complex and…

Students, their families, and the public want better service from higher education institutions. Some institutions may have to revamp various operations to improve substantially. Key to re-engineering is the president's ability to communicate the need to improve the institution's competitive position and performance. Enrollment retention levels…

In response to widespread frustration over faculty salary negotiations, Wheaton College (Massachusetts) linked faculty salaries to changes in its financial resources. The policy united the entire college community and paid dividends in many ways. Faculty have become more directly involved in fundraising and recruitment activities, and in the…

In an era when colleges must work hard to recruit students, understanding college-bound student views and concerns is critical. Trends are apparent in student expectations of the college experience and services, costs and quality, curricular offerings, job market, and extracurricular opportunities. (MSE)