Asserts that, despite efforts to help minority students gain access to higher education, full participation of black, Hispanic, and Native American students in colleges and universities remains unrealized. Discusses what is being done to overcome this dilemma and the challenge it presents to education professionals. (NB)

Examines process of college admission and recruitment activities to assure that colleges and universities recruit the best students for their campuses. Describes how to find the most desirable prospect pool for the college and how to recruit students from this pool. Offers suggestions to help assure the best fit for both the student and the…

Admissions officers of 350 private colleges and universities were surveyed to ascertain their understanding of the term "marketing," current use of promotional (advertising and personal selling) activities, market segmentation approaches, and their product (i.e., academic programs) development and differentiation strategies. The mail questionnaire…

Advice to college admissions officers is provided including recognition of individuals and responding to names, faces, interests, and personalities. Alert, personalized care and feeding will encourage the student's interest and can lead to an application and perhaps enrollment. (MLW)

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

Describes some tenets of organizing and managing business territory, learned as a salesperson, which can be successfully applied to admission recruiting. Outlines the guiding set of principles and details their practice in business and their relevancy to higher education. (FC)

Admissions professionals can upgrade their computing capabilities in recruitment by using their nonscientific skills and abilities and working with the university's computing center staff. Practical guidelines are provided. (MSE)

Reviews educational trends related to student financial aid and discusses implications for college admissions officers, who must serve both the institution and the public. Discusses difficulties involved in providing educational opportunities to talented poor students. (JAC)

An admissions director discusses development of appropriate criteria for performance appraisals of college admission officers at the University of Rochester. (TE)

College students posing either as high school seniors or parents placed 20 calls to 9 colleges and universities over a period of 6 weeks. Overall, the school performed very poorly in telephone communication and follow through. Findings suggest there are many problems to be overcome by colleges and universities in their handling of applicants'…

Contends that college and university admissions professionals must find and supply tangible evidence that successfully distinguishes their institution from others the college-bound student is considering. Considers personal marketing, the campus visit, and important points to make in interviews with potential students and their parents. (NB)

There is a growing demand for admissions tutors in UK universities to use more rigorous and systematic decision-making methods in recruitment processes. A key barrier to achieving this goal is the lack of a coherent and definitive body of knowledge upon which such methods can be built. The yardstick used for the majority of applicants is A2-level…

Admissions officers need new skills, preparation, and increased professionalism. A position statement on basic challenges, responsibilities, and opportunities for the admissions officer is presented. The experience of C.W. Post Center of Long Island University in the changing roles of admissions officers and future prospects are discussed. (SW)

A growing worry for college admissions officers: Will enough students show up to fill the dorms and pay the profs? (Editor)

There have been dramatic changes in the environment surrounding American higher education and admissions professionals have had to adapt to them. Demographics, new societal attitudes, new complexities in admissions work, and new economic restrictions are seen as having changed the admissions profession. (Author/MLW)