Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…

Many institutions of higher education are adopting video as a recruitment tool. Different methods of distributing videos include: mailing, networks, recruitment trips, and on campus use. Suggestions for producing a video are provided. (MLW)

A survey of 250 colleges and universities gathered information on the use of market research concerning admitted applicants. Results indicated over half the institutions use market research and offer information about specific methodologies, budgetary support, and use of results. A content analysis of questionnaires used is also presented.…

College and university initiatives to recruit students through the Internet are described. Issues discussed include the kind and quality of information made available, different means of accessing it, and responding to user requests. Techniques for publishing on the World Wide Web and reaching the appropriate Internet audience are offered. (MSE)

A Trinity University (Texas) study identified a strong correlation between campus visits by admitted applicants and the proportion of admitted applicants who matriculated there. It is suggested that college marketing strategists consider the important role of this sales promotion device. (Author/MSE)

Student admission criteria and a college's advising and recruitment efforts are viewed from the perspective of a growing higher education establishment trying to attract students. A student selection model is proposed, derived from an "innovation-decision process" (Rogers and Shoemaker), which focuses on applicant behavior and decision-making…

This article proposes that providing an 800-number for prospective students who want additional information may be a cost-effective means for colleges and universities to enhance student recruitment efforts. The use of service bureaus that provide this service is discussed, and administrative considerations are explored. (MSE)

The Pennsylvania State University national alumni admissions program involves alumni in direct recruitment of undergraduate students. This is a major service to the institution, increasing friends of the college and contacts with organizations, clubs, local high schools, and prospective students. Most important, it provides local contacts for…

An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The…

A study investigated the importance to 578 applicants of various benefits offered by a moderately selective private university. Applicants rated the institution on 43 academic, social, financial, religious, and curricular attributes. The objective was to test the efficacy of one approach to college market segmentation. Results support the utility…

A plan for college market penetration that has been successful in increasing the applicant pool for one institution is outlined and discussed. It includes development of performance objectives, a schedule, a promotional plan, market survey, and promotional activities including alumni, media, and other community resources. (MSE)

A survey investigated the importance of 22 institutional attributes to 1,574 potential students of a university business school. Effects of student variables (public vs. private high schools, class rank, suburban vs. rural high schools, gender) were also considered. Factor analysis is found useful for research on college choice. (MSE)

The effect that winning a National Collegiate Athletic Association (NCAA) Division 1 national championship in football or men's basketball may have upon the quantity and quality of undergraduate admissions applications received by institutions was examined. Between 1979 and 1992, 11 institutions won the NCAA Men's Basketball Tournament with two…

Methods for combating declining applicant pools at women's colleges are discussed. Research suggests that effective student recruitment can be facilitated by the use of single-gender market niche as a means for differentiation and parent influence for promotion. Review of strategies currently used indicate these marketing methods are underused and…

A computer application was designed to facilitate the management of inquiries about admission to a doctoral program for school administrators. The application makes possible the storage, accession, and manipulation of applicant data and information for marketing and recruitment purposes. The application was needed because inquiries were being…