Notes that current surge in promotional activities has called into question the social responsibility of colleges and universities. Focuses specifically on admission and promotional practices. Begins by reviewing the current practice, then goes on to discuss self-regulation, counseling, and the role of marketing in the college admission process.…

Discusses what is wrong with encouraging high school students to apply to their dream school as a college choice when they have no real chance of being accepted. Contends that concentrating on an unrealistic dream school steals away serious exploration of all other colleges. Suggests ways that college advisors can burst the bubble of the "dream…

Reviews 1993 book by Rochelle S. Rosen. Describes guide as easy-to-use and reliable. Suggests it is useful source of general information regarding applying to and preparing to attend college while providing specific information peculiar to colleges in California. Criticizes author for failing to include summary after each chapter. (CRR)

Considers need for colleges and universities to develop effective marketing plan for recruitment of black students. Highlights advantages of designing marketing plan for recruitment of black alumni to assist in recruitment and retention of black students. Identifies key indicators that often hinder institutions in their recruitment of black…

Considers the use of video in college recruiting. Outlines the development and production of a television series that deals with the college admission and selection process. Notes that the series is broadcast on both education and public access cable stations. Describes series "American College Focus" as model to be used by school counselors and…

Based on a panel given at the 1991 National Association of College Admission Counselor conference, this article discusses the role of parents in the college admission process, considering how counselors can work effectively with parents as a team and how colleges can involve parents in a collaborative way that frees the student to choose and the…

Examined college choice of 92 academically talented students selected as 1987 Wisconsin All State Academic Scholars. Explored student characteristics and motivation; the influence of individuals, parents, friends, and high school personnel; and university influences. Findings led to recommendations for states wishing to attract and retain their…

Examined whether general college choice models may be applied to recruitment of ethnic minority students. Findings from all second-semester freshmen living on-campus at one university suggest that recruitment of black students may be effectively carried out as part of mainstream student recruitment efforts and that special group recruitment…

In the last 20 years, more and more Chinese high school graduates have applied to American colleges. They want to study in this country because the Chinese higher education system cannot meet the needs of China's huge population. This article talks about a seven-month, pre-college program hosted by the Graduate School of Education at the…

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)

Discusses movie "How I Got into College," satire of college admission process and highly effective counseling tool. Describes three college counseling programs using the film in senior family workshop, junior guidance group, and senior counseling group. Presents guidelines to develop program using the film to help students and parents reduce…

Describes three case vignettes of college freshmen who are unhappy with their choice of schools early in their freshman years. Considers problems in dormitory living, academic pressures, and interpersonal problems. Discusses change in the campus environment in recent decades and the need for adult involvement in campus life. (NB)

Contends that college decision making is integral part of high school counseling process. Defines college decision making as process which brings to closure high school student's education, growth, and development. Sees process as opportunity for school counselors to make difference in lives of students as it presents forum for students to make…

Proposes 10 questions that can serve as guidelines to evaluate undergraduate music program for students who wish to pursue music major or minor and 5 additional questions that can serve as specific guidelines in considering music education programs. Includes evaluation checklist and Music Teacher Certification Program Checklist. (NB)

Using concept of market segmentation (dividing market into distinct groups requiring different product benefits), surveyed 398 college students to determine benefit segments among students selecting a college to attend and factors describing each benefit segment. Identified one major segment of students (classroomers) plus three minor segments…