When one thinks of seminal publications in college admission, the first piece that comes to mind is B. Alden Thresher's "College Admissions in the Public Interest" (1966). Thresher's work, relevant to this day, is credited with being the foundational document of the admission profession. McDonough and Robertson's 1995 study, commissioned by NACAC,…

Academics are all used to the idea that they have special ethical obligations. They may also, as administrators, recognize special administrative ethical obligations. But they do not like to think of themselves as businessmen, concerned with selling, and few of them indeed have thought directly and hard about the ethical constraints on marketing…

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,…

Recent changes in higher education have resulted in great changes in the college admissions officer's role. Admissions officers are becoming teacher/communicators, members of the institutional enrollment management team who can educate other administrators and provide leadership to meld pragmatic and philosophical concerns. (MSE)

In their role as counselors and advisers, college admissions officers can enhance student retention by helping prospective students develop reasonable expectations about their undergraduate education and by helping them choose the institution that is best for them. (MSE)

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)

A panel discussion between a chancellor and two presidents, with audience questions, focuses on the admissions officer's role in meeting changing circumstances: declining enrollment, changing student body, changing expectations, higher education's role as a change agent, and limited funds. (MSE)

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)

Areas in which the priorities and concerns of the college admissions officer and the college faculty often conflict are examined, including development of a well-rounded student body, statistical comparisons of student characteristics among institutions, and the image projected by the admissions office in its marketing. (MSE)

Reflections on the profession of admissions officer include the need for sharing of information within the profession, the admissions officer as enrollment manager, the role of intercollegiate athletics, and merit scholarships. (MSE)

The differences between superficial promotional activities and effective marketing programs for law school admissions are examined, and the role of the admissions officer is discussed. (MSE)

With institutional survival at stake, admissions and financial aid administrators at all colleges may work together more in the future, concerned with both supply and retention of students and financial aid funds. Policy formation will require the cooperation of these administrators. (MSE)

To compete for dwindling numbers of traditional college-aged students and to attract non-traditional clientele, community colleges are becoming increasingly involved in marketing. Commitment to a total marketing concept requires institutional research to identify the college's mission, potential students, and the competition. Those in charge of…

A retiring registrar/admissions officer describes his career to encourage others to work with the American Association of Collegiate Registrars and Admissions Officers. The discussion includes campus/association activities, coping with change, adjusting to campus hierarchy, academic standards, career rewards, etc. (MSE)

Admissions officers and registrars will have greater opportunities for institutional leadership because of the institution-wide scope of their work, the importance of recruiting and retaining students, and the growth of external responsiblities among other administrators. These officers should increase their professional development efforts in the…