If marketing in higher education is oversold, it may be that it is not fully understood. Higher education can learn from marketing as practiced in the profit sector, but it needs to research and practice those aspects that are good for education and discard those that are incompatible with education's value structure. (JMD)

College and university admission officers need to be aware of the costs associated with current campaigns to recruit, educate, and retain a diverse student population. Misrepresentation of the campus community in promotional materials and failure to anticipate demands created by a diverse student body are among these costs. (DB)

To manage enrollments, today's colleges and universities must incorporate marketing strategies and organizational changes that until now have generally been used only by business and other private sector professionals. (MSE)

Those in the profession of college admissions counseling worry about student "numbers," filling dormitories, academic quality, diversity, athletes, alumni legacies, etc. A perplexing development of the 1980s is the bidding war over financial aid and merit scholarships. The life of an admissions officer is described. (MLW)

Any systematic, centralized effort devoted to recruitment at the graduate level is relatively uncommon. The essential components of any sound marketing effort include research, strategic planning, communications, and evaluation. The future of graduate recruiting is discussed. (MLW)

There have been dramatic changes in the environment surrounding American higher education and admissions professionals have had to adapt to them. Demographics, new societal attitudes, new complexities in admissions work, and new economic restrictions are seen as having changed the admissions profession. (Author/MLW)

The training and retention of teachers is discussed including: academically able students not attracted to teaching, elimination of teacher education programs and assumption of their role by the liberal arts, improving teacher education, satisfactory career environment, and teacher surplus or shortage. (MLW)

Declining enrollments and a changing student population in the 1980s will require the admissions officer to achieve new and more varied skills, including those related to research orientation, information management, and financial aid understanding. New campus power may result. (MLW)

The economic benefits of enrolling foreign students in colleges and universities far outweigh the liabilities. Foreign-student enrollment should be studied, developed, justified, and improved like any other U.S. industry that hopes to retain its competitive edge in world trade. (MLW)

Speech is a major medium for the admissions message, and how well it is utilized needs to be evaluated. An understanding of speech communication and the role it plays in the information process can help admissions professionals to help people make better college choices. (Author/MLW)

College recruiters, especially those wishing to empower poor and disadvantaged students, can no longer use economic inducements to encourage people to attend college. Such tactics are a disservice to the student, community, and admissions profession. Emphasis should be on creating an environment in which each student can develop his full…

Discussion of the decreasing percentage of bachelor's degrees awarded to males focuses on societal trends that have resulted in changing worlds for boys and men. Issues identified include the growing gender imbalance in higher education, managing male aggression, and the need to identify and reconsider what and how educational services are…

The concept of enrollment management is gaining acceptance as a means of ensuring institutional vitality. Those responsible for enrollment management must have direct responsibility for: student marketing and recruitment, pricing and financial aid, academic and career advising, academic assistance programs, institutional research, orientation,…

Some concerns of foreign students are discussed including recruitment malpractice, the need for financial assistance and/or student employment, psychological problems, and the unwillingness of some trained foreign students to return to their countries of origin. (MLW)

With student consumerism on the rise, providing better information for prospective students is seen as becoming a high priority on college campuses. New consumerism, the student's role, the government's role, and looking ahead to continued consumerism, student consumerism, and pressure for more and better information are discussed. (Author/MLW)