The increased competitive nature of higher education institutions has caused many small private liberal arts colleges/universities to struggle economically. The cost of keeping such institutions viable is high. Many institutions have had to raise tuitions rates, which resulted in decreased enrollment numbers. As a result, many institutions have…

Small private colleges should not succumb to the view that being as inexpensive as public colleges is the only way to compete. By doing some aggressive marketing, these institutions can enjoy a significant edge and thrive in what promises to be a difficult decade. (Author/MSE)

A special process created for institutions to preserve and promote the qualitative nature of their existence is presented. This process can be used to strengthen their marketing capacity (development, alumni, and public relations, admissions, and enrollment management). The Institutional Distinctiveness Survey (IDS) is described as it was used…

A case study is presented which tests Hossler's 1984 assertion (that well conceptualized plans to manage enrollment can lead to a better institutional self-understanding and an enhanced institutional health and vitality) and critically examines one private, comprehensive university's effort to improve the quality and quantity of its environmental…

It is suggested that low-endowment private universities must apply better marketing techniques in strategic planning to ensure survival. Recommendations are made for using market research effectively, identifying new markets, and directing media communication accurately. The student's role as consumer is seen as the starting point for product and…