A Practical Guide to Enrollment and Retention Management in Higher Education

By Marguerite J. Dennis | Go to book overview

5
Marketing

"Some problems are so difficult they can't be solved in a million years -- unless someone thinks about them for five minutes."

-- H. L. Mencken

Perhaps I am oversimplifying, but to me, higher education marketing is nothing more than offering the right academic programs and courses at the right time and place, and at the right price, to the right student markets. As simple as this sounds, anyone in higher education administration who has attempted to design and implement a marketing plan knows that this is one of the most difficult aspects of enrollment management.

I have been on the giving and receiving ends of writing marketing plans. I have written thoughtful, well-organized plans based on sound research only to see the plan sit on a shelf, the end product of a poorly planned implementation program. I have also participated in rushing through a plan based on inadequate analysis, the by-product of the plea to do something, anything, now. Neither approach is recommended.

There are a number of excellent publications dealing with the need for and the how-to of college marketing. Some strategies suggest such complicated research and enrollment projection formulas that it is impossible for even a wellorganized enrollment management office to implement. Some colleges and universities go the route of hiring an outside consulting firm to design an overall

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A Practical Guide to Enrollment and Retention Management in Higher Education
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Preface ix
  • Acknowledgments xiii
  • Introduction 1
  • 1 - What is Enrollment Management? 7
  • 2 - Who is an Enrollment Manager? 13
  • 3 - The Future of Enrollment Management 19
  • 4 - The Role of Research in Enrollment Management 27
  • 5 - Marketing 31
  • 6 - Telecounseling: Pick Up the Phone 37
  • 7 - Publications 41
  • 8 - Advertising 51
  • 9 - The Role of Faculty in Enrollment and Retention Management 55
  • 10 - Financial Aid 59
  • 11 - Retention Management 77
  • 12 - Outcomes 99
  • 13 - Evaluation 105
  • 14 - Success and Failure 109
  • 15 - Change: Our Constant Companion 113
  • 16 - Conclusion 117
  • Appendix: Lists and Reports 121
  • Bibliography 129
  • Index 135
  • About the Author *
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