A 1989 survey of 1,800 first-year pharmacy students from 18 schools identified factors in pharmacy school selection and compared findings with 1985 data. Factors considered include institutional reputation, academic environment, finances, degrees offered, curricular options, advising, and student characteristics. Institutional reputation and…

A study investigated motivation to attend an out-of-state school among two student groups at the University of Nebraska at Lincoln, one attending with the assistance of a scholarship designed to recruit out-of-state students, the other matriculating through general admissions. The university's overall program, scholarships received, tuition, and…

This study sought to determine why significant numbers of potential students at the State University of New York (SUNY) were enrolling in higher education facilities out-of-state and in private institutions. The study's work group participants included system and campus experts in the areas of academics, policy analysis, institutional research,…

The contribution of high school guidance counselors during the information and inquiry stages of students' selection of a college was assessed. A statewide population survey of all high school counselors in New York yielded 660 usable responses (20 percent). Attention is focused on quality estimations of four criteria for 15 institutions. Quality…

Within the context of trends in minority student education, this paper urges community colleges and historically black colleges and universities to cooperatively encourage the enrollment, retention, graduation, and continuing education of black students. First, the paper points to such alarming trends as a sharp decline in the number of associate…

This study of parents' role in the college selection process is part of an ongoing market research agenda at a small, private, liberal arts college. Data were gathered from parents of currently enrolled freshmen about the information they needed to make informed decisions about which school their child would attend and the information they…

A modern marketing approach to student recruitment is offered as a means of facilitating institutional planning, enhancing communication with prospective students, improving enrollment forecasting, and eliminating unexpected shortfalls in tuition income. Marketing is distinguished from mere salesmanship and discussed in a practical program of…

Increasingly, World Wide Web sites are offering college-bound students searchable catalogs and online admissions applications, and software company sites are selling high-tech recruiting tools to college admissions offices. College admissions offices are overwhelmed with the new options, and worried about how the trend may change the admissions…

This paper presents a market driven model for assessing the service quality of support services in higher education, primarily for United States institutions, by examining higher education within the context of a complex service industry. The paper begins by explaining the development of the model and its implications for service management. Next,…

An overview is provided of the marketing and recruitment efforts designed to make Capilano College (CC) an "institution of first choice" in the minds of its community and prospective students. The presentation by Doug Jardine defines what CC means by and hopes to accomplish by becoming a "first choice" institution, indicating that a "first choice"…

The report describes the perceptions of nearly 5,000 black and white college students out of 15,000 students who attend 20 historically black and 20 predominantly white institutions in the southern United States. The report is based on students' responses to a survey of: racial attitudes and opinions; satisfaction with the institution they attend;…

Enrollment management is discussed with focus on the expanding role of admissions professions and their increasing impact on institutional policymaking. Enrollment management influences the size, shape, and characteristics of a student body by directing student marketing and recruitment as well as pricing and financial aid. Attention is also…

The three-part document presents the final results of Project Mercury, an attempt by Macomb County Community College (Michigan) to provide better consumer information to prospective students regarding instructional programs and financial aid, thereby assisting them in making more informed decisions about training and jobs, the pursuit of…

Ways in which institutions of higher education can provide more meaningful information to students, especially prospective students, were studied. The specific study objective was to investigate the meaningfulness/understandability and comparability of written formats and to explore possible differences associated with age, ethnicity,…

The need for colleges and universities to develop standards of fair practice and academic integrity in providing adequate information to prospective students is discussed. The possibility of federal regulation in this area is critically analyzed. A "seller" and "consumer" assistance system, based on obligations to students and…