Discusses the use of organizational culture (common values, beliefs and ideologies of those who work at the institution) to attract potential students, providing examples taken from admissions literature from several colleges. Suggests ways for college personnel to uncover cultural influences and communicate them to prospective students. (WAS)

A marketing model of enrollment management focusing on relationships between changes in the macroenvironment, target market student preferences, college marketing mix, and enrollment is presented. Application of the model illustrates how institutions can offset, enhance, or neutralize potential enrollment effects of job market changes through…

The effect that winning a National Collegiate Athletic Association (NCAA) Division 1 national championship in football or men's basketball may have upon the quantity and quality of undergraduate admissions applications received by institutions was examined. Between 1979 and 1992, 11 institutions won the NCAA Men's Basketball Tournament with two…

Proven market/institutional research techniques and technological developments in computer systems that can be used by college admissions offices to enhance recruitment efforts are discussed in 13 articles. Titles and authors of the articles are as follows: "Student Reactions to College Recruiting Techniques" (Arthur D. Lopatin);…

The reasons why academically qualified prospective students offered admission to Shippensburg State College for the fall semester 1978-79 did not matriculate were studied. Study goals were to determine factors that may have influenced their decision, identify the colleges and universities chosen by the students and the reasons for their choice,…

The benefits and acceptability of marketing in postsecondary education are examined in response to evidence that indicates an increasing number of colleges and universities are turning towards the adoption of strategies and modes of administrative thinking that reflect commercial marketing techniques. The trend to use commercial techniques is…

A methodology for evaluating the service area of a community college and determining potential student markets is discussed. It is suggested that because of locality-based operations, projected higher education enrollment declines may be felt severely by community colleges. Because of the special nature of examining a specific geographical area,…

The process of developing informational prospectuses to convey information to prospective students at 11 institutions is illustrated by the experiences at three different institutions: a public university in California; a state university in an Oregon metropolis; and a large, two-campus, suburban community college in Michigan. These case studies…

This paper presents the rationale, research design, analytical approaches, and results of a graduate admission study which examined the motivation and enrollment decision processes of students accepted to a newly redesigned Master of Business Administration (MBA) Program. The study was developed collaboratively by the institution's Office of…

The college-choice process is complex and affects many high school students, family members and public policy-makers, as well as institutions of higher education. This report provides an overview of the college-choice process for traditional-age students and examines how it has evolved during the last half of the 20th century. Material from the…

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…

Two studies of variables influencing graduate students' consideration and choice of school found positive association with university personnel was a prime enrollment motivator. Students' decision process has changed over time. Evidence suggests students prefer an institution that is "user-friendly," affordable, and committed to quality. Cost and…

Presents several brief reports on the latest trends and current circumstances surrounding African American progress in higher education. Discussions include funding levels at black colleges, black student recruitment at Harvard and Yale, displacement of black PhDs in science and engineering, and education and the African American mother. (GLR)

A study examined relationships between ratings of college services and program quality among 57 pairs of business students and their parents. Correlations between student and parent ratings were small. Parents who believed they had greater influence over college choice were more satisfied. Parent satisfaction was also related to amount of parental…