An analytical decision-making framework is presented and described. Guidelines for strategy formulation and effective implementation of marketing concepts and techniques in educational planning are provided. (SK)

Clarifies the possible forms of leadership taken by the administrator of an academic department. Discusses such elements as authoritarian leadership, faculty consensus, power and responsibility, input factors, types of decision making, faculty recruiting, and authoritarian versus democratic approach. (CT)

Discusses similarities and differences in the marketing of higher education and other services, especially in regard to marketing to high school students. Considers the importance of the college choice decision, the adolescent's competence to choose wisely in light of promotional efforts, family influences, and the question of what higher…

Two leading writers on choosing a college president exchange views concerning the statement of leadership qualities, choosing one committee or two for the search process, the number of members of the search committee, selection of the search committee chair, and the period of greatest vulnerability (just before the decision). (DB)

A three-stage model of college choice is outlined, and research related to the model is reviewed. The first phase is a developmental one in which students determine whether they would like to attend college. For students entering postsecondary studies, the second stage involves gathering information about educational options. The third state is…

Contends that college and university admissions professionals must find and supply tangible evidence that successfully distinguishes their institution from others the college-bound student is considering. Considers personal marketing, the campus visit, and important points to make in interviews with potential students and their parents. (NB)

This paper argues that a typical use of regression models to target student recruitment efforts is theoretically unsound and may therefore be operationally inefficient. It presents results from a study using a predictive model to identify the prospective students on whom recruitment efforts have the greatest impact. The model uses four kinds of…

College marketing is seen as a comprehensive approach to college management and resource generation that focuses on service and flexibility. Key concepts of college marketing are explained; and ways that an advancement officer can apply simple marketing practices to strengthen the college are described. (MLW)

Perspectives on working with alumni boards are presented in papers presented at a 1980 conference sponsored by the Council for the Advancement and Support of Education. Papers and authors are as follows: "Your Alumni: An Untapped Resource," Robert G. Forman; "Involving your Alumni in the Total Alumni Program," Douglas Wilson;…

Viewpoints about women in academic leadership roles were obtained from women administrators and experts on women in power in academe. Data cited indicate that there are few women at the top. Cultural practices like sports have influenced men to need to win; women acquire interpersonal skills and learn to achieve their ends by less direct means…

Student admission criteria and a college's advising and recruitment efforts are viewed from the perspective of a growing higher education establishment trying to attract students. A student selection model is proposed, derived from an "innovation-decision process" (Rogers and Shoemaker), which focuses on applicant behavior and decision-making…

This publication contains four chapters that examine the reform of administrator preparation programs. In "The Reform Paradigm: Exploring the Fuzzy Logic of Educational Administration," William Ammentorp and Thomas Morgan develop a model based on linguistic algorithms to understand qualitative policy formation and decision making. In "Student…

A survey of 204 graduate students at a small regional university concerning choice of major, personal and occupational history, vocational preferences, and self-monitoring behaviors found students chose majors based on program quality and career opportunities. Results suggest recruitment of older students could be enhanced through attention to…

The National Association for College Admission Counseling (NACAC), originally established to serve as an advocate of ethical practices in the recruitment of students and awarding of scholarship dollars, now recognizes the ethical dilemmas admission counselors face in the current competitive marketplace. This article presents the details of a…

Describes how formative data on enrollment patterns and class offerings are collected and used at Oklahoma City Community College in marketing and scheduling. Evaluates the research effort in terms of its value in long-range strategic planning and managed decision making in day-to-day activities. (DMM)