Historically, community college enrollment is impacted by the economy--the better the economy, the less students seek a community college education. The enrollment at Marion Technical College (MTC) in Florida generally has followed this trend. Prior to COVID-19, the economy in the United States was seeing unprecedented growth and, thus, MTC's…

Meeting today's prospective college students where they are is key to staying ahead of current enrollment challenges. Understanding which messages resonate with which students and at certain parts of the enrollment funnel helps to ensure institutions are getting the right message, to the right student, at the right time in their journey. By…

U.S. Catholic school enrollment has declined significantly from a peak in the 1960s. Schools attempting to reverse that trend have relied on marketing and promotion. We use survey data from Chicago Catholic schools to compare Rasch measures of school climate to student growth, school enrollment, and closure. We find that these measures are…

Enrollment pressures and other considerations spur Master of Public Administration online offerings, and specific skillsets are needed for implementation. Online program management providers (OPMs) are for-profit companies that bundle services to establish academic programs in exchange for tuition revenue sharing agreements, upfront fees, or a…

As open enrollment public charter school districts have continued to grow in Texas, researchers and policymakers have continued to question how these public charter school districts spend public taxpayer dollars. Although extensive research has addressed how public charter school districts spend money to recruit teachers, complete capital…

Scholarship on college choice largely focuses on how students search for colleges but less is known about how colleges recruit students. This article analyzes off-campus recruiting visits for 15 public research universities. We Web-scrape university admissions websites and issue public records requests to collect data on recruiting visits.…

The purpose of this study is to investigate relationships between social media marketing, social media platforms, and student choice of higher education institutions. Through evaluating current research, this study addresses potential changes needed to ensure colleges' and universities' marketing and admissions teams are using social media in ways…

Graduate student enrollment has become increasingly important for universities. At the same time, competition for graduate students has increased, and the way those students search for programs of study has changed dramatically in the digital era. How can your program adapt and reach its graduate enrollment goals? This benchmark survey report…

This report is organized around 10 challenges (and associated solutions) based on data from a survey of 1,609 survey respondents, each of whom was screened to ensure that they had firm plans to enroll in a fully online program in the next year (online course takers in otherwise hybrid or classroom programs were not eligible). They also had to be…

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

Graduate student enrollment has become increasingly important for universities. At the same time, competition for graduate students has increased, and the way those students search for programs of study has changed dramatically in the digital era. How can your program adapt and reach its graduate enrollment goals? This benchmark survey report…

In the United States, long-standing school choice policies and practices in Arizona have developed into a market-based system of schooling for many residents in the state, especially in the larger cities. In this study, I analyze qualitative data gathered from school leaders and parents in one Arizona district public school who discussed marketing…

Graduate student enrollment has become more important than ever to overall enrollment growth. But there are also more institutions and programs than ever vying for a finite number of graduate students. How can institutions compete more effectively for these prospective students? The survey of more than 1,500 prospective graduate students that…

Purpose: Modern history has shown that only those countries, which could acquire capability to develop and apply science and technology, have found great success to grow their wealth and improve living conditions of their population. Technical education in India contributes a major share to the overall education system and plays a vital role in…

An emerging body of research has explored "supply side" questions of school choice, or how schools and systems shape enrollment through locational decisions, recruitment, and marketing. This study focuses on how school websites market and communicate the distinct missions of charter schools to prospective families. Through a critical…