A guide to the development and operation of a college enrollment management system is presented for college administrators. After describing current issues that affect traditional student enrollments, the concept of enrollment management is defined, and its basic elements are introduced, along with broader organizational perspectives such as management systems and management science. A more detailed analysis follows, including examples of how enrollment management administrative structures and activities can be based on market research, student impact research, and organizational theory. Consideration is also given to a variety of approaches to organizational change that demonstrate that change is determined more by organizational and environmental factors than by the change strategies employed. The following case studies show how different enrollment management systems can be implemented: Johnson County Community College (Kansas), Depaul University (Illinois), the University of Wisconsin at Oshkosh, and DePauw University (Indiana). Unique characteristics of systems that have emerged to fit the needs of these different colleges are also considered. (SW)