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.…

Admissions officers of 350 private colleges and universities were surveyed to ascertain their understanding of the term "marketing," current use of promotional (advertising and personal selling) activities, market segmentation approaches, and their product (i.e., academic programs) development and differentiation strategies. The mail questionnaire…

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)

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)

Marketing techniques have proven useful in several types of admissions situations. The results of a 1979 study of admissions officers' use of marketing techniques indicate that several marketing techniques have been used successfully in situations where selective admissions procedures pertain. (Author)

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)

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)

A survey of the ways in which two-year-college admissions offices in the middle states region have been affected by social and demographic trends is discussed. The changing role of the admissions officer, student retention, institutional research, and institutional problems are described. (Author/MLW)

Surveyed college admissions officers, secondary school counselors, and college-bound seniors to determine the effectiveness of the college recruiting visit. Found students viewed college reputations as their most important reason for attending a visit. Counselors gave the visit its highest marks but tended to overestimate its value. (JAC)

Tested is the hypothesis that admission offices of colleges offering two-year degrees will be less likely to reflect a marketing orientation in their responses to prospective students than colleges and universities offering more advanced degrees. Information sent by 858 institutions of higher education to potential students is described and…

The responsibility of the admissions office in recruiting and admitting foreign students includes providing adequate and accurate information about program availability, financial aid, costs, and academic requirements; providing special personnel for handling applications; considering providing English language training; and providing adequate…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…