Increased pressure to "position" the institution, create an image, and "structure" potential students' first impression of the college has caused admissions professionals to participate less in the institution's central mission. Competition among colleges has also overstimulated the higher education market and created confusing pricing schemes,…

As higher education turns from a seller's to a buyer's market, colleges are using marketing strategy as an aid for student recruitment. Unethical and ethical promotion and recruiting practices, recruiting abuses (selling of immigration papers, etc.), legal contractual responsibilities, ethical decay, and consumer rights of students are discussed.…

A large and growing part of American postsecondary education, proprietary schools, offer lessons for traditional institutions in attracting new students in a career-oriented market. Effective marketing is important since proprietary schools compete not only with each other, but also with public community colleges. Specific schools and agencies are…