Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers…

American higher education institutions, states this author, cannot reach or advance underserved Americans without deliberate and intentional action. Ideas are important. Great speeches and stimulating books inspire and motivate. Yet, this is not enough. Decisive action, guided by clear goals, and sustained commitment, is required to capture the…

Presents an interview with William H. Gray III who discusses the educational advantages of the nation's historically black colleges (HBCs). Subjects include increasing funding and enrollments at HBCs and the reality of confronting racism after graduation. White isolation in higher education is briefly discussed. (GLR)

This article addresses the problem of (1) maintaining the size and quality of the overall graduate school, and (2) maintaining a "critical mass" of students enrolled in programs where there is an indication of a future demand, but where there has been a decline. University marketing techniques have not generally focused on graduate student…

A technique is described for private liberal arts colleges to assess the probable matriculation behavior of admitted applicants. By performing a multiple discriminate analysis of data obtained from applicants admitted during a previous admissions season, and applying the information to a decision-making strategy used in political elections the…

Due to desegregation of formerly White schools, traditionally Black colleges must compete for enrollments with better financed institutions. The caste structure of American society prevents integrated schools from meeting Black students' psychic needs; therefore, active, honest recruitment can attract students by informing them of the advantages…

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

The focus of this paper is on issues and concepts in the retention and recruitment of Hispanic students in post-secondary education. First, national post-secondary enrollment declines are projected and the implications of these declines are discussed for admissions and recruitment personnel. Next, the report considers Hispanic enrollments in…