The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Results of a survey of adults in northeastern Ohio indicates there is a substantial market for higher education, amounting to 33 percent of the adults not currently in school. Respondents identifying themselves as nonprospective students stated financial aid, employment, child care, public transportation, weekend classes, and academic counseling…

A description is provided of a study undertaken by Glendale Community College (GCC-Arizona) to determine what marketing and information dissemination activities could be undertaken by the college information office to increase enrollments among target markets. Chapter 1 provides an introduction to GCC and its college information office, looking at…

The Enrollment Management Plan proposed in this report was developed in an effort to provide a comprehensive framework for organizational analysis, planning, and evaluation for the Off-Campus Program of the Community College of Rhode Island. The introductory sections of the report offer background information, define enrollment management, and…

Reports a survey of 315 higher education and private secondary institutions in Australia, Canada, New Zealand, United Kingdom, and United States that investigated factors critical to success in international marketing of educational programs. Results suggest that two factor groups (reputation and resources, and possession of international…

This brief report summarizes a longer report with the same title. It examines the problems of the increasingly severe shortage of qualified teachers in American higher education and the need to recruit large numbers of new faculty during the next decade and, as the potential solution to both problems, the recruiting of women to fill these faculty…

As the supply of mathematics and science teachers in the United States falls short of demand, there is a search for ways to increase the supply. The policy responses being tried include making all teaching positions more attractive through improved salaries and professionalization, offering general and targeted college scholarships and loans to…

Enrollment management is discussed with focus on the expanding role of admissions professions and their increasing impact on institutional policymaking. Enrollment management influences the size, shape, and characteristics of a student body by directing student marketing and recruitment as well as pricing and financial aid. Attention is also…

The collegiate options considered by more than one-half million high school seniors in the eastern third of the nation are analyzed, and perspectives are offered on enrollment planning. A framework for public and institutional policies is provided, along with a vocabulary to describe the actual workings of the higher education market. The origins…

The mission of vocational education has always been to provide a skilled work force for society. As society and work evolve through the influence of demographic, social, economic, technological, and political changes, the essential purposes of vocational education must be made appropriate for the emerging advanced technical society. To devise…

This document is intended for further education colleges in the United Kingdom wishing to extend their General National Vocational Qualification (GNVQ) provision to adults, extend their adult students' options for accreditation, or review the suitability of different qualification routes for adults. It presents information about the development of…

Comprehensive, systematic planning provides the overall direction for education through the development of policies and objectives. An understanding of demographic, social, and economic trends is necessary for educators to make decisions for the future. The 1986 demographic forecasts for the province of Newfoundland are updated in this report,…

This "think piece" on ways to increase demand for learning in the United Kingdom is designed to stimulate debate among policy makers and managers in the new learning and skills sector. Section 1, on context, addresses these issues: low skill levels; delivering skills to employers; low adult participation; and negative attitudes. Section…

A number of common and essentially economic issues facing British universities are identified, and economic theory is applied to understanding and resolving them. They include demand for university education; foreign students; cost-effective operation; efficiency; optimum institutional size; academic and administrative staff utilization; school…