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…

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)

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)

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…

Any systematic, centralized effort devoted to recruitment at the graduate level is relatively uncommon. The essential components of any sound marketing effort include research, strategic planning, communications, and evaluation. The future of graduate recruiting is discussed. (MLW)

There have been dramatic changes in the environment surrounding American higher education and admissions professionals have had to adapt to them. Demographics, new societal attitudes, new complexities in admissions work, and new economic restrictions are seen as having changed the admissions profession. (Author/MLW)

Declining enrollments and a changing student population in the 1980s will require the admissions officer to achieve new and more varied skills, including those related to research orientation, information management, and financial aid understanding. New campus power may result. (MLW)

A case study of the enrollment management program introduced at California State University at Long Beach is discussed. A systematic approach from concept to process to outcome was developed, with every major function and activity associated with enrollment management identified and positioned in one of four functional groupings. (Author/MLW)

It is thought that when college education is viewed only as a consumer product, it may suffer the same fate as television programing, which continues to diminish in quality as it strives to conform to public taste. The attitudes and experiences of St. John's College are examined. (Author/MLW)

A study to identify special programs for academically gifted students developed by community colleges in the 19-state North Central region is described. Barriers to program development, program characteristics, program management, faculty, student admission and maintenance requirements, program size and services, marketing and recruitment, and…

The concept of enrollment management is gaining acceptance as a means of ensuring institutional vitality. Those responsible for enrollment management must have direct responsibility for: student marketing and recruitment, pricing and financial aid, academic and career advising, academic assistance programs, institutional research, orientation,…

A survey of the ways in which two-year-college admissions offices in the middle states region have been affected by social and demographic trends is discussed. The changing role of the admissions officer, student retention, institutional research, and institutional problems are described. (Author/MLW)