The study reported in this document was conducted to facilitate strategic recruiting and marketing plans aimed at enhancing enrollments of academically superior students at the University of Wisconsin-Washington County (UWWC). Data on college choice criteria, perceptions, evaluations, information sources, "influentials," and choice outcomes…

The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of…

The state of graduate training in the social sciences and reasons for deficiencies are reviewed, and strategies for improving the situation are proposed. Recent studies of the organization of graduate training in the social sciences have indicated serious weaknesses in the recruitment, selection, and socialization of graduate students. These…

An in-house market analysis was used to determine which resources in a small, private, liberal arts college influence prospective students to matriculate there. The purpose was to evaluate and improve the use of recruitment resources. The responses of inquirers, applicants (matriculating and nonmatriculating) and matriculators were compared on…

The study examines patterns in students' choices of in-state and out-of-state colleges, with regard to certain academic and economic variables such as class standing, parental income, financial support, and costs. It then examines the impact that financial aid would have on their choices. A survey was undertaken of 26,903 Pennsylvania public and…

The 53 best articles from "Case Currents" on student recruitment marketing are presented. The importance of a marketing plan and ways to apply basic marketing principles to recruitment programs are explained. Eight sections cover: exploring the marketing concept; conducting market research and putting the data to work; reaching out to recruit…

An alternative approach to achieve short-time enrollment stabilization based in part on experiences at the State University of New York, Geneseo, is described. It is suggested that a short-range effort will not be enough to assure institutional vitality in the difficult years ahead. Short-range stabilization should be followed by the integration…

A survey of 2,000 Western Australia high school seniors indicates that, although most are unlikely to qualify for university, most would prefer it to vocational training. Institutional preferences are linked to their own perceived level of academic achievement and overall image of the institution. Implications for university marketing are…

In the early 1960s, with the exception of students who attended Historically Black Colleges and Universities, relatively few students of color pursued a higher education in the United States. Today, however, about one in five U.S. college students is a minority (ACE and AAUP, 2000). Colleges and universities are grappling with issues related to…

A 45-item questionnaire was used in a survey of 3,396 of the 39,988 black students enrolled in the 57 institutions in the North Carolina Community College System (NCCCS). Beyond identifying the students in relation to their demographic, socio-economic, academic, attendance, program area, and institutional attraction characteristics, the study…

For a number of years, analyses have been conducted each fall term to determine changes in the draw of high school graduates to Florida's Miami-Dade Community College (MDCC) from the Dade County Public Schools. Findings of the 1997 study, including comparisons with data from studies conducted over the past 5 years, include the following: (1) in…

Information on a study examining the college choice process for academically talented students is presented, focusing on the University of Wisconsin (UW) System's recruitment of All State Academic Scholars. Recognition for academic excellence is the goal of their All State Scholars Program. UW is concerned about a brain drain from the state…

Approaches to developing a successful marketing program for universities that is fair to both students and the academic integrity of the institution are considered. A comprehensive marketing plan includes market research, positioning, strategy formulation; recruitment/admission, communications, curriculum evaluation, retention, and evaluation.…

The focus of this paper is on issues and concepts in the retention and recruitment of Hispanic students in post-secondary education. First, national post-secondary enrollment declines are projected and the implications of these declines are discussed for admissions and recruitment personnel. Next, the report considers Hispanic enrollments in…

A presentation of a conceptual framework for viewing the admissions management process in higher education institutions and a discussion of the pricing policy process, particularly of private colleges and universities, precedes an examination of the stochastic utility model, a statistical model of the college choice process. Using student choice…