At the University of Rochester, the Student Search Service of the College Entrance Examination Board identified able and interested students in a variety of regions interested in a number of academic programs to improve enrollment. (PG)

Details some general marketing principles that a college admissions officer could use: adjusting plans to a changing institutional environment; making consumer-oriented plans and policies; aligning institutional qualities with the market segment that seeks such qualities; developing materials to be mailed to prospective students; and using…

Aggressive recruiting efforts may be off course. The funds might be better spent on research into how higher education can give a quality education to those students who choose it. (Editor)

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)

Presents the 7 reasons why students do not apply to college: unknown college, unimpressed by college's reputation, worried about location, too much emphasis on liberal arts, no flexibility in programs, too impersonal, and financial problems; and how to correct these problems in your school. (Author/PG)

In a bold, imaginative step, Wilson College conducted a media tour, that included 37 television shows, 35 radio programs and 22 newspaper interviews, to serve as a coordinated public relations campaign to help improve enrollments. (Author/PG)

The only form of marketing important to an admissions department, direct marketing, whose principal vehicle is direct mail, is identified as an organized method for sharing and distributing information to prospective students. Target audiences, marketing administration, and effective mailings are discussed. (MLW)

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)

A study on the use and effectiveness of marketing in postsecondary admissions is discussed. The study shows that only 8 of 16 marketing techniques were used by more than half of the respondents. The broader scheme of marketing is seen as not having been put to use fully by admissions officers. (MLW)

To determine how to mail information to prospective students identified through the College Board's Student Search Service, Xavier University researched three hypotheses: August and December are good mailing times; the easier it is for students to respond, the higher the response rate; the easier it is to respond, the lower the final enrollment…

The Commission on Collegiate Athletics, sponsored by the American Council on Education, is engaging in a three-year study of collegiate athletics including recreational sports, intramurals, club sports, and intercollegiate athletics. Some Commission study projects on such issues as sports financing, recruitment practices, and women's sports, are…

The roles and responsibilities of admissions professionals at 144 institutions throughout the country are outlined. Topics covered include admissions procedures, requirements, test use, prediction, student mix, transfers, academic quality, recruitment, data management, financial aid, projections, and placement. (LBH)