Generation Y wants to know why! Today's youth are curious, they want the facts, they want the hard data, and most of all they want the truth. Advertisements and creative marketing tactics do not easily sway this group. They do their research before they believe most things they hear and see. Purchasing behaviors of Generation Y show that the group…

Intended as a guide to help California Community College administrators plan for and manage enrollment growth, this document provides information on preparing enrollment growth plans, recruiting and marketing, and developing financial resources. Following a preface, background information is provided on enrollment growth management (EGM), defining…

This book provides an overview of program planning for adult learning from philosophical and pedagogical perspectives. It contains 19 papers and an introduction by the editor, Peter S. Cookson. The following are included: "A Conceptual Context for Program Planning" (Peter S. Cookson); "Prototypical Program Planning…

The project described in this report aimed to develop an effective and affordable educational marketing strategy in one local British continuing education provider, as a case study for adult and continuing education nationally. Methods employed were as follows: a marketing consultant visited education centers; business and community directories…

A report on marketing the Pittsburg State University in Kansas to prospective students is presented. The conceptual basis is considered, including university mission; objectives of the marketing committee; and internal, affiliated, and external constituents. Both external (e.g., the environmental climate) and, by school/department, internal (e.g.,…

A successful enrollment management system consists of a marketing program that ensures congruency between the image projected to prospective students and the actual environs of the college, and of means for the academic and social integration of students once enrolled. This presentation offers guidelines for the development of such a system, using…

The first market-based faculty salary model to be used at the University of Alaska to estimate the extent of a market problem and guide the distribution of a special market salary fund is presented. It addresses critical market-based inequities within key teaching disciplines experiencing difficulty in retaining and attracting high caliber…

This practicum met its goals of increasing enrollment in an inner city high school vocational home economics course on child guidance, care, and management services; increasing students' and counselors' knowledge about the course; and providing audiovisual and printed materials to help students make an informed selection of the course. The…

This paper looks at Western Illinois University's Enrollment Management plan designed to reverse a serious declining enrollment pattern from the late 1970s. The plan was implemented in 1984 and encouraged a total university commitment to enrollment management. Some of the highlights of the program in its first 2 years are: expansion of the Honors…

In 1986, Northern Virginia Community College (NVCC) conducted a marketing review to assess the achievement of marketing objectives, identify the most effective marketing activities, assess the community's awareness of and the image of NVCC, assess the perceived quality and appropriateness of the college's programs and services, and formulate…

Increasing competition in higher education for college students has given the term "enrollment management" wide acceptance in academia. Many factors are important to the success of enrollment management, including an informed enrollment management team of upper-level administrators committed to adopting a new philosophy in addition to…

Although it has traditionally been resisted, institutions of higher education are being forced to utilize marketing as a means to increasing enrollments, reducing attrition, and making services responsive to student needs. The purposes of this study were to identify marketing problems and techniques and suggest strategies for successful…

Topics covered at AACRAO's 63rd annual meeting include: selecting commercial agencies; matching students to colleges; knowing student markets; direct mail; computer-assisted recruitment; four-year-college graduates; student mobility; and statewide articulation agreements. (LBH)

A plan for college market penetration that has been successful in increasing the applicant pool for one institution is outlined and discussed. It includes development of performance objectives, a schedule, a promotional plan, market survey, and promotional activities including alumni, media, and other community resources. (MSE)

Problems resulting from Australia's recently adopted policy of charging full educational costs to overseas students and actively marketing its institutions in Malaysia are discussed, including the response of foreign governments, educational issues, and the concerns of Australia's faculty. (MSE)