Projections show steady growth in the minority populations of the United States, but entry rates of minorities into postsecondary education are shrinking. Institutions of higher education are now being called upon to exercise leadership in addressing the problem of minority education before it reaches critical proportions. This report examines the…

Approaches to developing a successful marketing program for universities that is fair to both students and the academic integrity of the institution are considered. A comprehensive marketing plan includes market research, positioning, strategy formulation; recruitment/admission, communications, curriculum evaluation, retention, and evaluation.…

The research literature on types of student retention, correlates of retention, and action strategies to improve retention is reviewed. Retention or student persistence can be assessed in terms of completion of a degree of certificate, a program but not a degree, or a term or course. Retention may also be persistence to attain a personal goal but…