In this article, the author argues that American higher education is allowing itself to be held hostage by the rankings industry, which can lead institutions to consider actions harmful to the public interest and encourage the public's infatuation with celebrity at the expense of substance. Instead of sitting quietly by during the upcoming ratings…

Survey of state residents concerning the image of a regional university found either a general, positive opinion or none at all. Statistical modeling of results points to the significant components of university image and how they influence parents' decision to send a child to that institution, which in turn leads to better understanding of the…

For this article Institutional entrepreneurialism at Babes-Bolyai University (Romania) serves as a premise for more general reflections. These include discussion of the market sensitivity of entrepreneurialism; that is how a university can be very entrepreneurial in one market and less entrepreneurial in another. Consideration is also given to the…

The traditional sellers' market in higher education has become a buyers' market, with both the nature of the student body and the services offered being changed. Marketing, as a comprehensive tool for planning and delivery of educational services, offers an integrated method for meeting the disparate demands growing from the shift to a longer…

Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)

Discusses the current problems of status and recruitment in secondary vocational education. Presents possible future scenarios that could result in increased demand for trained high school graduates. Enumerates the tasks necessary to improve the field's status and recruitment success. (CH)

Increasingly, colleges and universities are using field offices and representatives to recruit applicants at a distance from the institutions. Representatives often spend significant amounts of time with a single student. The practice is particularly popular among colleges wishing to build name recognition and to elevate a narrow market segment in…

A survey of 382 students in four-year automotive technology programs found that reputation of the program and the university were key enrollment influences. Other factors influencing choice included campus visits, parents/relatives, counselors/teachers, technology-based recruitment activities, and friends. (Contains 31 references.) (SK)

This article examines an effort to use urban schools to promote the revitalization of a large northeastern city in the United States. In order to attract and retain professional families to a regenerated central city, downtown schools are re-branded and promoted to such families as suitable for their children. The article draws on interviews and…

Perceptions of Yale and sixteen of its major competitors were obtained from high school students offered admission to Yale and from undergraduate students attending Yale. Ratings of similarity between colleges were obtained in one study, and the semantic differential technique was used in a second study to corroborate the findings. (SW)

As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates college choice decision attributes of student-athletes, identifies…

Various aspects of the collegiate sports scene are examined with special emphasis on recruitment practices. It is suggested that college football and basketball satisfy two public demands: the desire for high level sports entertainment and (particularly in more remote areas) the need for national recognition of local accomplishment. In their…

The estimation of a comprehensive model describing student perceptions of college quality permits the determination of the relative importance of the influences that affect these perceptions. This knowledge is instrumental for directing efforts toward improving perceptions and for evaluating the effectiveness of changes in recruitment practices.…

Institutions need coordinated events programs that support institutional goals and are closely related to them, whether the objective is fund raising, student recruitment, or improvement of the college image. Carefully selected and planned events create news, affect perceptions, influence attitudes, spark emotions, and affect people's decisions…

Stanford University's unique combination of high academic standards and successful, broad-based intercollegiate athletics provides a model for other institutions, and it is working hard to continue to attract smart, talented athletes. (MSE)