Freshmen recruitment and admissions trends at Trinity University, a small, independent Texas university, are described. Attention is directed to the weekly rates at which freshman applications and tuition deposits were received over a 4-year time period. The patterns of the receipt of applications and deposits were consistent across years. The…

Describes the Learning Behavior Dilemma, a developmental admissions model which evaluates students' level of intellectual development and their readiness for undertaking educational challenges. Discusses the importance of understanding the optimal match between students and their educational environment. (JAC)

A survey of one university's graduate students examined influences on their initial consideration of the university and their ultimate decision to enroll. Variations in factors among the academic colleges of the institution were revealed. Further research on college choice within the graduate student population is recommended. (MSE)

Predictive modeling has been a popular topic in higher education for the last few years. This case study shows an example of an effective use of modeling combined with market segmentation to strategically divide large, unmanageable prospect and inquiry pools and convert them into applicants, and eventually, enrolled students. (Contains 6 tables.)

This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of…

Reports on undergraduate admissions processes at four elite universities. Results show that the Asian American admission rate is below the overall admission rate. Reasons for lower rates are discussed, as are the consequences of manipulating admissions to achieve diversity. (PS)

Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been…

Increasingly, colleges and universities are using field offices and representatives to recruit applicants at a distance from the institutions. Representatives often spend significant amounts of time with a single student. The practice is particularly popular among colleges wishing to build name recognition and to elevate a narrow market segment in…

In order for the college admissions officer to plan an admissions recruitment program that is effective in terms of serving both the institution and the student, it is important that the plight of the high school senior during this year of passage be understood. The decision-making process is described and an admissions plan is advocated. (LBH)

The application of marketing principles to nursing education and the need for research into the applicant market are discussed for nursing education programs, effective recruiting techniques, prediction of student success in nursing education, program quality, and the current and future nursing market. (Author/MSE)

Many institutions of higher education are adopting video as a recruitment tool. Different methods of distributing videos include: mailing, networks, recruitment trips, and on campus use. Suggestions for producing a video are provided. (MLW)

A medical school's recruitment drive to increase applications from minorities, women, and nonscience majors was unsuccessful. The recruitment program is evaluated and the importance of systematically evaluating such efforts and the inherent difficulties of changing an applicant pool are demonstrated. (Author/MLW)

A project to improve Pan American's recruitment efforts in student markets already being served, rather than seeking new markets, is described. The project had two target groups: students accepted but not enrolled, and students who had left the university in good academic standing before graduating. Favorable results were achieved at low cost.…

This 2002 fall issue examines the U.S. News & World Report rankings of undergraduate colleges and universities and looks briefly at some of the assessment efforts that may give institutions, as well as students and their families, an alternative way to gauge institutional quality. The purpose is to help chief executives and trustees better…

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…