Describes how the Houston Community College District used market concepts to increase enrollments and enhance service to the local business community. Reviews results of an employer survey and the use of occupational surveys in developing and implementing new marketing strategies. (AYC)

Sees corporate sector students as a major potential market for colleges, while warning of recruitment and retention difficulties. Recommends that educators analyze the nature of their market, what they are marketing, the degree to which administrative systems and policies support retention, and activities for strengthening support systems for…

Academic and student services officers from the largest 61 state university users of American College Testing (ACT) data systems were surveyed. The study revealed a high degree of role ambiguity and organizational resistance to enrollment management strategies. A need for clarity and coordination in organizational performance is demonstrated.…

Discusses the development of advertising and publicity strategies and policy for student recruitment purposes at a college of education in the United Kingdom between 1972 and 1982. Covers changes in staff attitudes, selection of media, organization of administration, and cost factors. (PGD)

A study of the importance of institutional financial aid on graduate student recruitment focuses on the number of students funded with institutional aid, how departments recruit, why students choose to attend, and departmental attitudes toward funding. Survey responses of students and administrators are used for the analysis. (MSE)

Triton College's (Illinois) Faculty Recruitment Action Plan (FRAP) provides a detailed guide to hiring new faculty, focusing on the desired characteristics of new faculty; marketing and recruitment strategies; employment incentives; the application, interviewing, and selection process; new faculty orientation; a timeline for implementation; cost…

A nine-point plan is given for opinion research for college marketing: obtain administration commitment; determine specific research needs; define college goals measurably; establish a recruitment committee; identify vital publics; focus research on them; develop questionnaires; determine research mechanism; and assign responsibility and…

It is thought that when college education is viewed only as a consumer product, it may suffer the same fate as television programing, which continues to diminish in quality as it strives to conform to public taste. The attitudes and experiences of St. John's College are examined. (Author/MLW)

The concept of family members assuming buying roles in various purchasing decisions is applied to parents and students in the college choice process. Prospective students (high school seniors) and their parents were surveyed in Milwaukee; the results and their implications for college marketing are discussed. (MSE)

Discusses the planning and possible effects of marketing efforts. Considers means of retaining current students and recruiting two groups of nonstudents--potential students with no educational interest who need special encouragement and members of the workforce who may have lifelong learning needs and interests. (AYC)

The role of nonprofit marketing at higher education institutions is examined and its implications for institutional research are also discussed. It is suggested that the institutional researcher can assist with informed decision making during the enrollment and fiscal challenge of the l980s. (Author/SF)

The importance of an effective, comprehensive marketing effort by higher education institutions is discussed in light of anticipated enrollment declines. A new professionalism in market research and techniques is called for and it is suggested that an effective marketing effort will provide primary and secondary benefits that can serve as guides…

Research on the growing phenomenon of home schooling is reviewed to address these issues: (1) why parents home school; (2) characteristics of home schoolers; (3) whether home schoolers would make good college students; and (4) how the college or university can reach out to home schoolers effectively. Implications for college marketing are drawn.…

College presidents are offered nine key suggestions for marketing and student recruitment: beginning with vision; defining marketing broadly; creating institutional image; understanding how students make decisions; creating familiarity; competitive positioning; market segmentation; choosing a marketing champion respected by the college community;…

The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)