Research suggests that the appearance of a college campus--both inside and out--is a significant criterion in college selection. As community colleges are finding it increasingly important to attract and retain students, placemaking is becoming an effective and efficient platform to support recruitment and retention. Placemaking is imagining and…

For many universities around the world, internationalisation means the recruitment of fee-paying international students (so-called export education) for primarily commercial reasons. For UK universities, international (non-European Union) students account for approximately 13% of their annual revenues, making them highly dependent on international…

This article discusses Sundar Kumarasamy and how he is remaking the rituals of recruitment at the University of Dayton. For years Sundar Kumarasamy walked through the lobby of the University of Dayton's admissions building and daydreamed about changing every inch of the place. Mr. Kumarasamy, the university's vice president for enrollment…

Those who design admissions policies and procedures are the gatekeepers of higher education, and thereby play a role in shaping the direction of human society. Every year selective universities face the difficult challenge of sifting through the application materials of millions of high school graduates and deciding which applicants should be…

In difficult economic times, how can your campus successfully manage its enrollment? Kevin Crockett, president and CEO of Noel-Levitz, discusses ten strategies that can help your campus overcome enrollment challenges brought on by an economic downturn, including: (1) Adapting your enrollment plans to economic realities; (2) Setting tuition and aid…

Colleges must manage all types of risks on their campuses every day, and none should be of greater concern than those involving students. With students at the core of their mission, higher-education institutions should minimize any risks related to student safety and satisfaction, and governing boards should establish effective policies to support…

The use of strategic long-range planning at Carnegie-Mellon University (CMU) is discussed. A structure for strategic planning analysis that integrates existing techniques is presented, and examples of planning activities at CMU are included. The key concept in strategic planning is competitive advantage: if a university has a competitive…

Presenting the Student Equity Plan developed at Cuesta College, in California, this document provides background to the development of the plan, reviews plan components, and discusses implementation and evaluation. Introductory materials indicate that the plan was intended to create a campus environment that assures that enrollment, retention, and…

If marketing in higher education is oversold, it may be that it is not fully understood. Higher education can learn from marketing as practiced in the profit sector, but it needs to research and practice those aspects that are good for education and discard those that are incompatible with education's value structure. (JMD)

Michigan's Macomb Community College's (MCC's) student recruitment plan outlines specific activities, timelines, and budgets to meet the institution's goals for college advancement and the instructional divisions' and service departments' goals and objectives for student recruitment. Section I offers a summary of MCC's market segmentation approach…

Colleges developing a unified marketing system embracing student recruitment, fund-raising, and public relations will encounter some classic bureaucratic problems. Some reorganization or realignment of responsibilities is imperative for a comprehensive marketing effort. Each system has strengths and weaknesses and emphasizes different goals. (MSE)

College buildings, interiors, furniture, spaces, landscaping, and equipment express what the college stands for, what it cares most about, and how it views the intellectual and aesthetic enterprise. Well-designed and well-built physical facilities, especially those that are distinctive, should be a more recognized force in any college's enrollment…

In 1989, Hagerstown Junior College created this master strategic plan for 1989-1994, which revised the college's mission and established long-range goals and institutional strategic objectives. The revised mission statement focuses on empowering students through transfer education, occupational programs, developmental services, personal…

Describes how market concepts (e.g., product, promotion, pricing, and place distribution) can be applied to job training and education. Offers a step-by-step explanation of how to analyze markets and plan strategically. (AYC)

Many administrators are planning and implementing systematic marketing strategies designed to attract, matriculate, and graduate students. Most administrators prefer to shape a direction according to their institution's needs rather than to take a reactive position. A marketing action plan is provided. (MLW)