The use of outcomes research as a marketing tool for postsecondary educational institutions is discussed. Few such institutions integrate outcomes information into the institutional marketing program. In most cases this type of information is used to document actual outcomes, but rarely is it used as an indicator of needed change or success of the…

The size of the educational enterprise clearly demonstrates that education is big business. In 1976, education involved 29% of the national population, cost approximately $131 billion, and accounted for 8% of the gross national product. Close attention should be given to the way in which those responsible for delivery of educational services…

Describes how formative data on enrollment patterns and class offerings are collected and used at Oklahoma City Community College in marketing and scheduling. Evaluates the research effort in terms of its value in long-range strategic planning and managed decision making in day-to-day activities. (DMM)

Presents a study on attraction of students to an open-university distance education program and their commitment to remain in the program over time. In this study, commitment is conjectured to be a function of program satisfaction, availability of educational alternatives, and investment of time, energy, money, and ego. (MBR)

This is a report from a task force formed by Howard Community College (Maryland) to examine existing and future markets. The task force also explored ways to use marketing strategies to attract potential customers to the college. The task force recommends that the college use its strengths to attract customers, such as its commitment to open…

This digest presents principles of enrollment management for institutions of higher education. It reviews the three decades since the introduction of the term "enrollment management," noting the goals of: (1) defining the institution's nature and characteristics for appropriate marketing; (2) incorporating all relevant campus…

The University of Georgia's computer-based recruitment file of about 20,000 annual freshmen prospects has several primary sources: Georgia achievement award winners, names purchased from the College Board, and superior prospects who submit scores. The file can also record various student interactions with the admissions office and students'…

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)

Proceedings of the 66th Annual Meeting of the American Association of Collegiate Registrars and Admissions Officers that relate to admissions, evaluation of credentials, financial aid, marketing and recruitment, and articulation agreements and practices are summarized. Names and institutions of conference participants are included. (MSE)

Institutions wishing to increase the perceived value of their degrees or awards do so by increasing demand for those degrees, by stimulating applications for admission (the certifying effect) and even reducing graduates. Receipt of one of these degrees increases chances of success and affluence (the consumer effect). (MSE)

With student consumerism on the rise, providing better information for prospective students is seen as becoming a high priority on college campuses. New consumerism, the student's role, the government's role, and looking ahead to continued consumerism, student consumerism, and pressure for more and better information are discussed. (Author/MLW)

The role of marketing in higher education is discussed in light of declining student enrollment and the problems of retrenchment. It is suggested that, rather than an unconditional acceptance of the marketing approach to institutional survival, there may soon come a time when some colleges should close their doors. (SF)

Correspondence analysis, an easy-to-interpret interdependence technique, portrays data graphically to show associations of factors more clearly. A study used the technique with 58 students in one university to determine factors in college choice. Results identified the institution's closest competitors and its positioning in terms of college…

This feature discusses the diminishing number of female administrators, coaches, and officials involved in girls' and women's sports, the reasons for this decline, and strategies to increase the number of women in athletic leadership positions. (IAH)

A market segmentation analysis of 872 university students compared 2 hierarchical clustering procedures for deriving market segments: 1 using matching-type measures and an agglomerative clustering algorithm, and 1 using the chi-square based automatic interaction detection. Results and implications for planning, evaluating, and improving academic…