Student admission criteria and a college's advising and recruitment efforts are viewed from the perspective of a growing higher education establishment trying to attract students. A student selection model is proposed, derived from an "innovation-decision process" (Rogers and Shoemaker), which focuses on applicant behavior and decision-making…

As higher education turns from a seller's to a buyer's market, colleges are using marketing strategy as an aid for student recruitment. Unethical and ethical promotion and recruiting practices, recruiting abuses (selling of immigration papers, etc.), legal contractual responsibilities, ethical decay, and consumer rights of students are discussed.…

The potential of CD-ROM and floppy disks in college student recruitment is explored. Benefits, research strategies, selection of format, creation of content, production values, and details of delivery are discussed. It is argued that carefully planned and effectively produced CD-ROMS and floppy disks can supplement computer network capabilities as…

This article describes the University of Illinois's telemarketing test to recruit new alumni association members. The computerized calling program resulted in 379 new members (out of 9,278 alumni contacted), netted a profit, and indicated that different groups of alumni react to phone solicitations differently. (DB)

The future of student recruitment is discussed covering demographics, marketing, technology, personalization, global citizenship, and financial aid. The culmination of several trends--from an increase in competition for fewer students to a decrease in public confidence in higher education--will radically change student recruitment. (MLW)

This article proposes that providing an 800-number for prospective students who want additional information may be a cost-effective means for colleges and universities to enhance student recruitment efforts. The use of service bureaus that provide this service is discussed, and administrative considerations are explored. (MSE)

A discussion of focus groups in college marketing planning looks at the applicability of the approach, describes important considerations in focus group research, and provides step-by-step guidelines for conducting such groups. The technique's advantages are illustrated in an actual case in which the approach saved valuable institutional…

A study of 740 first-year university students found a strong positive correlation between students' college choice, subsequent expectations of the institution, and intent to stay at or leave the university. It is suggested that processes occurring before matriculation are as significant as the college social and academic environment or external…

The Pennsylvania State University national alumni admissions program involves alumni in direct recruitment of undergraduate students. This is a major service to the institution, increasing friends of the college and contacts with organizations, clubs, local high schools, and prospective students. Most important, it provides local contacts for…

This commentary calls for increased efforts toward recruiting and retaining quality people in the field of special education. The use of sophisticated marketing techniques is encouraged, as well as initiatives by businesses such as providing sabbaticals for business professionals to allow them to spend a year team teaching. (JDD)

College and university marketing departments should use the technique of positioning to increase enrollments. The triangular approach to positioning uses close scrutiny of the student profile, the benefits marketing courses offer, and the competition the department faces within and outside the business school. The technique can also be used by…

Discusses a (British) longitudinal study that examined the reasons and motives of 16-year-olds choosing among colleges and school sixth forms in one local area. Although students initially base choices on "predispositions" and work within social/cultural frames of reference, they also rely on marketing information to justify choices. (38…

Problems associated with the use of technology in the college classroom are outlined, including instructional issues such as poorly functioning equipment, lack of quality in courses delivered by technology, and problems with generic presentations, as well as administrative concerns such as over-promotion of technology-based learning to students,…

Suggestions for restructuring marketing efforts within colleges and universities stress the institution's primary profit center: student recruitment and retention. Techniques such as continuous quality improvement and implementation of a task force concept are recommended as a way of synergistically employing all the institution's assets and…

Much more needs to be done to get Catholic schools involved in comprehensive development programs. This guidebook offers steps for planning and conducting comprehensive development activities. The chapter authors are involved in developmental activities. Following the foreword, chapters include the following: (1) "Development vs. Fund-Raising"…