The Challenge: After years of investments on structures and systems that improve and integrate student transactional experiences, we discover that we have neglected to train our staff in customer service competencies that match student expectations. The Answer: Invest in your student service staff to ensure they possess the professional skills to…

This article presents the results of a longitudinal study investigating current marketing practices at selected church-related, private, four-year compared to those in place in 1997. The role that institutional selectivity plays in the use of marketing activities was also investigated. The researcher surveyed the admissions directors or enrollment…

Examined admissions directors' perceptions of their role, the nature of marketing efforts, the relationship between prior career paths and current ideas about the "mission" of the admissions office, and ideas about how the school should market itself. Results are given. (Author/BL)

Focuses on marketing strategies for college admission and examines the essential interaction between admission and academic units as a means of enhancing retention and producing informed, satisfied consumers/students. (KS)

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,…

Those in the profession of college admissions counseling worry about student "numbers," filling dormitories, academic quality, diversity, athletes, alumni legacies, etc. A perplexing development of the 1980s is the bidding war over financial aid and merit scholarships. The life of an admissions officer is described. (MLW)

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)

A study on the use and effectiveness of marketing in postsecondary admissions is discussed. The study shows that only 8 of 16 marketing techniques were used by more than half of the respondents. The broader scheme of marketing is seen as not having been put to use fully by admissions officers. (MLW)

Staffing patterns, level of influence on admissions policy and on actual admissions decisions, and planning and research activities of admissions offices were examined. In addition, the extent to which marketing consultants are used in developing admissions materials was also considered. (Author)

Explains why student recruitment now borders on hucksterism and outlines the reasons behind this phenomenon. Presents the dangers of aggressive recruitment programs, describes some of the major components of recruitment, and identifies some of the more influential players in the process. Asserts that admissions recruitment is here to stay. (RJM)

Suggests the use of time-proven marketing methods to attract high school students to college music programs and keep them interested in the music program. Explores facets of the college and the program that draw students, including reputation, location, costs, and program content. (LS)

Examples of deceptive recruitment are highlighted in a review of questionable practices used to attract students both from within the United States and abroad. Major issues for action are identified as sacrificing quality for numbers, the hiring of marketing consultants, professional training of admissions directors, and federal regulation.…

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

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)

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)