Trends in higher education performance assessment are examined, and implications for college planners are considered. Issues discussed include the origins of the trends, areas of assessment focus (student measures, interinstitutional comparison, accountability), and general considerations in approaching assessment. Planners are encouraged to take…

Successful college enrollment management requires information about the institution's image, effectiveness of recruiting activities, role of financial aid, student persistence, and alumni success. Enrollment managers must review the literature, develop a performance monitoring system, construct longitudinal cohort tracking files, identify student…

Data-based planning and management is revolutionizing college student recruitment. Data analysis focuses on historical trends, marketing and recruiting strategies, cost-effectiveness strategy, and markets. Data sources include primary market demographics, geo-demographics, secondary sources, student price response information, and institutional…