The field of strategic enrollment management has become increasingly invested in data-informed practices. In 2015, The College at Brockport, State University of New York implemented a recruitment strategy that incorporated both predictive analytics and customer relationship management (CRM) technology. This effort both reduced budget expenditures…

Reviews strategic variables available to those planning continuing education marketing programs. Discusses generic competitive strategies: (1) overall cost leadership, (2) differentiation, and (3) specialization. Mentions several potential problems. (CH)

The author discusses the advantages of collaboration among continuing education programs. Types of collaboration are described. (CH)

Describes the use of research-based and personal-based aspects of student recruitment and suggests that a creative combination of the two can lead to a more effective admissions program. (JAC)

The author tells how very large, multidivision continuing education programs can use their size as a marketing advantage. Some advantages include (1) superior service, (2) an image of high quality, (3) the bandwagon effect, and (4) stronger buying power. (CH)

The author presents a method for developing a marketing plan. She applies this method to marketing vocational education, covering such areas as (1) audience, (2) product, (3) message, (4) communicating the message, and (5) evaluation. (CH)

Discusses formation of the National Council for Marketing Education and how its Marketing Strategy Committee developed a plan to tackle the image problem. The committee chose five target audiences and developed a strategy to reach each target. The plan was introduced in October 1987 through a national videoconference. (CH)

The author reports student recruitment practices for vocational education that were identified through several studies on the recruitment question. Emphasis is on communication between vocational educators and students, parents, and counselors. (CH)

Presents a marketing strategy to assist admissions personnel in recruiting academically strong students to colleges and universities. Discusses the importance of institutional prestige and faculty achievement as well as the need to involve faculty in student recruitment. (JAC)

Many small private colleges are gaining in enrollments because of aggressive marketing tactics, more long-term planning, and innovative educational programs designed to appeal to nontraditional students. (MSE)

Consists of six articles on marketing agricultural education. Topics include (1) being consumer conscious, (2) cooperating with agribusiness, (3) preparing students for postsecondary education, (4) allowing concurrent enrollments, (5) saving the failing agricultural program, and (6) refocusing the curriculum toward agrimarketing. (CH)

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

Suggests that placement and recruitment practitioners should market their professions to each other to assure assertive programing and dynamic programs. The six articles address survival in the face of increased accountability, emphasizing the marketing aspect of career planning, placement, and recruitment through a planned, organized effort. (JAC)

Following a trend in a number of states, Indiana has begun a project to improve college preparation and encourage high school students to pursue higher education. The effort includes a toll-free hotline, a statewide database for monitoring student characteristics, and standardized testing of basic skills. (MSE)