Describes a study of the mainstreaming of adult students conducted by the College Board, presenting hypotheses regarding enrollment rates and patterns. Reviews reasons community colleges still concentrate on the declining college-age student market; and reasons for enrollment declines among adult learners. Offers examples of responsive approaches…

A study of the image of a small church-related college among adults in its immediate community, among students from feeder schools, and among its own students is reported, and the implications of the results for recruitment for and development of its evening program are discussed. (MSE)

The outcomes of college attendance that enhance postsecondary education's attractiveness to prospective students are summarized. Some examples of institution-specific outcomes that a college or university can use to differentiate its market segment position and enhance its attractiveness are provided. (Author/MLW)

This publication presents options raised through various forums for marketing adult and community education (ACE) in Victoria, Australia, and suggested strategies. After an introduction (chapter 1), chapters 2 and 3 provide a broad view of the current situation for marketing ACE. Chapter 2 discusses general issues in the current position--ACE…

This report presents 228 tables detailing findings concerning management practices of marketing programs at 68 colleges and universities. Highlights of this report include: a mean of 5 employees regularly visit high school guidance counselors; only 5 percent of the colleges sponsor campus visits for select applicants; 24 percent of the colleges…

This report summarizes findings of focus groups of recent high school graduates conducted during new student orientation at Carroll Community College (CCC) in fall 1999. Students were invited to participate in focus groups at the conclusion of the all-day orientation. Three focus groups were held, two with six participants and one with five…

A case study of the enrollment management program introduced at California State University at Long Beach is discussed. A systematic approach from concept to process to outcome was developed, with every major function and activity associated with enrollment management identified and positioned in one of four functional groupings. (Author/MLW)

A survey of 194 adult community college students and potential students in Ontario (Canada) investigated factors in education decision-making, for purposes of student recruitment. It was found that the Latent Variable Partial Least Squares model of analysis highlights best the important factors. (MSE)

Examines variables taken into account by community college students in choosing a college, arguing that increased competition for students means that colleges must employ marketing strategies. Discusses the use of the selection factors as market segmentation tools. Identifies five principal market segments based on student classifications of…

Strategies for recruiting students into undergraduate nursing programs are discussed, including high school honors programs, high school independent study with nurse researchers, direct admission into a nursing major, more flexible curricula, and cooperative and evening programs. (MSE)

The study examined the rhetoric of the promotional bulletins of 28 liberal arts institutions to describe how these schools are marketing the concept of liberal arts education. Analysis of descriptions of faculty, students, academic programs, and institutional persona yielded a common rhetorical profile. (Author/MLW)

A study of 166 business administration students attending summer school identified 4 factors influencing summer enrollment: academic issues (meeting grade standards or course requirements, etc.); desire to become more independent; financial issues; and traditional summer school motivations. Implications for marketing are discussed. (MSE)

A study investigated the importance to 578 applicants of various benefits offered by a moderately selective private university. Applicants rated the institution on 43 academic, social, financial, religious, and curricular attributes. The objective was to test the efficacy of one approach to college market segmentation. Results support the utility…

Australia's new policy of encouraging higher education to market its services to foreign students and introduce fees is examined. It is suggested that higher education needs to give more attention to long-term implications of the policy, including pricing, marketing, obtaining feedback, and clarity of communication with other cultural groups. (MSE)

Higher education marketing is about to enter a new stage of sophistication, responsibility, and status as consumer pressure increases competition. To develop more effective marketing plans, trustees need in-depth knowledge of their institutions, understand the power of the consumer to shape higher education, and anticipate more complex and…