Discusses individual selection of a postsecondary educational institution, data relevant to proprietary school students, and the history of funded proprietary vocational education. Presents and summarizes data to substantiate the growth and extent of proprietary postsecondary schools. Cites evidence of increased competition between the private and…

Presents a marketing strategy to assist admissions personnel in recruiting academically strong students to colleges and universities. Discusses the importance of institutional prestige and faculty achievement as well as the need to involve faculty in student recruitment. (JAC)

A model of the influences affecting prospective students' college choice is presented. Recent research relevant to the influence of printed materials on students' college choice is reviewed. Given the tightening of institutional budgets, college admissions officers expect to rely increasingly on the mailing of printed materials to recruit…

A survey of admissions deans and directors investigated the use and perceived effectiveness of 15 well-known marketing techniques: advertising, advertising research, a marketing plan, market positioning, market segmentation, marketing audit, marketing research, pricing, program and service accessibility, program development, publicity, target…

A study of the sources of influence for college students (n=162) making a choice of major illustrates how such information can be obtained, analyzed, and used to develop a marketing plan for a college or department. Several potential strategies for recruiting business majors, which resulted from the study, are outlined. (MSE)

Examined whether general college choice models may be applied to recruitment of ethnic minority students. Findings from all second-semester freshmen living on-campus at one university suggest that recruitment of black students may be effectively carried out as part of mainstream student recruitment efforts and that special group recruitment…

Evaluated the impact of printed promotional materials on the recruitment of college freshmen using focus groups of students attending a large, southern metropolitan university. Students provided detailed suggestions on ways to improve the method of distribution, graphic design, and content of the materials. (Author/DB)

Discusses similarities and differences in the marketing of higher education and other services, especially in regard to marketing to high school students. Considers the importance of the college choice decision, the adolescent's competence to choose wisely in light of promotional efforts, family influences, and the question of what higher…

Successfully recruiting new students must begin with market research, which needs to begin with an examination of the characteristics of an institution's current students, demographic and geographic as well as academic. The roles of alumni, teachers, publications, no-shows, direct mail, guidance counselors, other students, and employees are…

Discusses student reactions to college recruitment/admissions practices. Students indicated campus atmosphere, academic program and campus visits influenced the choice of a college. They want good information on which to make a decision and want to be treated as individuals. (JAC)

Argues that the competitive admissions system forces students to constrain their natural impulse toward commitment. Describes the use of scattergrams to provide students with more accurate information about selectivity. (JAC)

A study of 2,500 Boston College applicants accepted for fall 1977 revealed information about the college's applicant pool and drawing power that can be of assistance in policymaking and student recruitment. It also revealed information about application overlap and competition with other institutions in the same market. (MSE)

Feels admission process should reflect more of what colleges value and be purposefully structured for the prospective student as learning experience. (CM)

As a followup to distribution of a promotional poster, survey responses from 39 (of 61) individuals who had inquired about home economics graduate studies found the following factors potential influences: enjoyment of field, financial assistance, university reputation, and employment opportunities. The lengthy decision-making process suggests that…

A survey investigated the feelings and beliefs of British university applicants at one point in the application process: after the application is acknowledged but before offers or examination results are available. Results suggest many see the process as straightforward, helpful, friendly, but a sizeable group consider it slow and complex. Many…