Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…

Examines the process of marketing smaller colleges and identifies the possible application of marketing principles and techniques currently used by the business community which will help to improve recruiting efforts. (JAC)

This report from Hennepin County, Minnesota, examines the findings of a three-year recruitment study which involves a large sample and includes well-detailed findings. (Author/RWB)

Purpose: The purpose of this paper is to develop a thinking model to recommend to the vocational education institutions for planning their educational business in the face of marketization. Design/methodology/approach: The systems approach is adopted for developing the model. It is not only used for the conceptualization of the principles of…

A number of innovative recruitment publications are described and addresses for sample copies are provided. It is suggested that good publications, long an important recruiting tool, are especially necessary with today's declining enrollments and rising printing costs. (MLW)

Marketing higher education has been criticized for its consumer (interpreted as student) orientation. An alternative concept, situational marketing, considers the student as one of a number of environmental forces on which the marketing mix focuses. Other forces include funding and regulatory agencies, businesses, alumni, faculty, parents, the…

Vocational education has suffered enrollment problems simply because there are fewer students today than a few years ago. Other factors that have hurt vocational enrollments include recent efforts to increase the number of academic credits required for graduation, and in the case of area vocational-technical schools, negative attitudes toward…

This workbook presents the essential principles of successful marketing and applies the proven strategies used by the private sector to attract customers for their products to the recruitment of clients for employment and training programs. It also provides the tools and how-to's to develop recruitment strategies. Informative materials, lists of…

College buildings, interiors, furniture, spaces, landscaping, and equipment express what the college stands for, what it cares most about, and how it views the intellectual and aesthetic enterprise. Well-designed and well-built physical facilities, especially those that are distinctive, should be a more recognized force in any college's enrollment…

It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

Catholic school educators are recognizing the necessity of marketing research for the effective planning of a long-range, proactive recruitment and retention program. A successful plan involves marketing, recruitment and retention, and public relations. Part I of this booklet outlines steps for the initiation of a marketing plan and provides…

Describes a study of the marketing orientations found in two-year colleges and their relationship to enrollment trends within these institutions. Reviews the diversity of marketing approaches employed nationwide. Sees enrollment trends affected by sound marketing management organizations, sensitive marketing intelligence systems, and efficient…

The peculiar nature of the academic market is examined in the face of a bleak demographic situation in higher education. The benefits and risks that the marketing movement may carry for the system, the intellectual tradition, and the students, are discussed. (Author/PHR)

Colleges and universities generally advertise themselves poorly because of improper planning, resistance, inexperience, and lack of marketing plan. Components of effective advertising include an appropriate and strategic plan, correct choice of planner, coordination with other marketing efforts, contingency planning, and follow-up activities. (MSE)

In an interview, Dorothy A. Durkin, a successful marketing specialist at a major university's school of continuing education, discusses her approach to marketing, specific strategies, and techniques for using and storing information. She offers five guiding principles for reaching prospects personally and persuasively. (MSE)