It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

Often necessary to meet enrollment goals in a competitive age, student recruitment from new sources requires a sound knowledge of marketing, solid research, effective organization, and institutional activities that will attract the desired populations. Experience at Westminster College (Utah) illustrates that the process is not particularly…

This article describes Washington State University's efforts to plan for and accommodate diversity on campus. It covers goals for institutional climate; administrative structure; recruitment and retention of minority students, faculty, and staff; and policy and programs concerning cultural diversity in all campus relationships, equal opportunity,…

Strategies to help state and local social studies councils encourage the teaching of social studies in the elementary grades address the trend to eliminate social studies from the primary grades altogether. The erosion of social studies instruction for young children must be stopped, and this can best be accomplished by leadership at the state and…

This bulletin deals with the critical shortage of qualified professionals in special education and related services which seriously hinders the nation's ability to serve the growing number of children and youth with disabilities, birth to age 21. For every 10.5 special education teachers now employed in the nation, school systems report needing…

Discussion of declining African-American representation in education, particularly teacher education programs, argues that the barriers responsible must be torn down and immediate action taken to close the gap. Ten workable methods of African-American student recruitment to elementary and secondary teaching and strategies to increase…

Four case studies of failed efforts to increase diversity on college campuses are explored. Examples demonstrate the need to gain commitment of faculty and staff, the need for administrative leadership to take risks, the need to find constructive ways to resolve differences, and the need to anticipate consequences of minority recruitment policies.…

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…

Suggestions for restructuring marketing efforts within colleges and universities stress the institution's primary profit center: student recruitment and retention. Techniques such as continuous quality improvement and implementation of a task force concept are recommended as a way of synergistically employing all the institution's assets and…

The founder of "Teach for America," a nonprofit organization to recruit capable but undirected college seniors for a two-year commitment to teaching, has successfully brought in a corps of graduates with a high level of commitment, academic excellence, varied skills, and a better minority representation to teach in difficult-to-staff…

Bloomfield's declaration of financial exigency, Chapter XI bankruptcy reorganization, and shift to a primary emphasis on recruiting nontraditional students enabled it to survive and emerge from its status as an invisible institution. (MSE)

The annual report, still vital to most colleges, is a key tool in communicating with the public for fund raising, community and government relations, student recruitment, and public relations. Format and content are more flexible, and institutions are making efforts to be environmentally conscious and save time and money. (MSE)

Franklin and Marshall College concluded it would come closer to its educational goals by reducing its size. Use of a planning model to project institutional finances based on tuition, gift, grant, and enrollment estimates predicts a potential major improvement in the college's position. (MSE)

Focusing on schools and colleges of education, the article reviews the problems of cultural and sex bias and stereotyping in teacher and counselor education. Suggests intervention strategies such as courses and workshops for preservice and in-service teachers and counselors to prepare them to develop bias free programs. (MF)

Northland College's strategy for redevelopment included substantial program expansion in environmental studies, building a Native American studies program, and aggressive student recruitment. (MSE)