This digest summarizes in a question and answer format a full length report of the same title. It addresses trends in college student enrollment patterns with an emphasis on behavior underlying student choice of college. Demographic changes and cuts in important sources of student financial aid brought significant enrollment declines to higher…

This report discusses enrollment planning by colleges and universities as it concerns the understanding of why students choose to attend one particular college over another. First, the past responses of colleges to enrollment-threatening changes are presented. Next, an explanation is given of why knowledge of student college choice behavior is…

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.…