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. Good marketing begins with determining a market position; that is, differentiating what an institution offers in relation to other institutions. To arrive at a market position an institution must define its mission, philosophy, and goals. Differentiated marketing, or market segmentation, calls for identifying various markets or submarkets and targeting communication to each one. Although enrollment forecasts and projects are difficult, an institution must have a reasonably accurate estimate of how many students will enroll in order to accurately plan budgets, faculty, programs, and facilities. Marketing, as a communications process, goes beyond promotion and advertising. It involves assessing the needs and interests of potential students and promoting the programs. Parents have a significant influence on the choice of a college. Contacts, such as current students, alumni, college staff, high school counselors and teachers, are not equally effective in their recruitment efforts. Financial aid information and the way financial aid is packaged need to be assessed. In addition, student retention is a vital part of marketing, and an institution needs to research the reasons its students withdraw. A market audit or evaluation will help an institution review its policies, practices, and procedures in marketing. A bibliography is appended. (SW)