When new governing board leaders are needed, just attracting more trustees with leadership potential is not sufficient. Succession planning, used in industry and government, ensures a continuing flow of strong leadership. It is not a procedure, but a flexible strategy that can ensure the board's effectiveness and the institution's health. (MSE)

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)

Colleges developing a unified marketing system embracing student recruitment, fund-raising, and public relations will encounter some classic bureaucratic problems. Some reorganization or realignment of responsibilities is imperative for a comprehensive marketing effort. Each system has strengths and weaknesses and emphasizes different goals. (MSE)

Demographic changes affecting college students, faculty, and patrons and responses to the changes are considered. For each of the three groups, attention is directed to factors influencing change within and outside the campus, options available to the campus, and strategies for responding to the demographic changes. To recruit new full-time…

This paper reviews the issues facing trustees of liberal arts colleges, including such external challenges as ideological criticism, college costs, national economic trends, and competition from other types of institutions. Trustees are urged to address such issues as external criticism of the institution, concerns of students and parents about…

Explores the intended outcomes of marketing (e.g., attracting new students who differ from the traditional ones and who require different programs and services) and discusses the resultant problems for student development programs. Presents strategies for preventing these problems, founded on careful, knowledge-based planning of marketing and…

Strategies used at Oberlin College to justify a budgetary increase for alumni programs are outlined, along with suggestions for budgetary planning. Alumni program coordination with other important programs--such as recruitment, career exploration, and attracting experts to campus--is suggested. (MSE)

A discussion of the devastating decline of Southern Methodist University's athletics program looks at what has happened in the past year, constructive responses to it, the university's prospects for the immediate future, and what can be learned by faculty concerned for academic integrity in todays' society. (MSE)

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

Looks at the progression of educational institutions through the five stages of Kotler's marketing process. Identifies anticipated changes and three activities critical for meeting the marketing challenge: research to predict consumer habits, attitudes, and needs; material and research development changes; and strict quality control and relevance…

Discusses ways that a school clarifies its sense of itself and of its role so as to present itself adequately to the outside world, including potential students. (MLW)

The use of marketing activities by educational institutions and the transfer of marketing activities from business to higher education are considered. Market analysis helps colleges and universities determine what programs, scheduling, or services are strong and to which student market the institution should appeal. It is suggested that the…

Competition for students will increase in the next decade. Some factors indicating an institution's vulnerability to declining enrollment can be assessed, and may also be the key to initiatives by campus leaders to help offset the decline. (Author/MSE)

As higher education enters an extended period of declining college-age enrollment, effective marketing and enrollment management techniques should be an institutional priority. All colleges, including two-year institutions, should have a comprehensive plan to maintain desired enrollment levels. (MSE)

Simply stated, enrollment management is the process of defining enrollment goals and establishing procedures to reach these goals. The approach consists of a variety of interdependent activities, which can include the clarification of institutional mission, long-range planning, academic program planning, marketing and recruitment, retention, and…