A Practical Guide to Enrollment and Retention Management in Higher Education

By Marguerite J. Dennis | Go to book overview

12
Outcomes

"American colleges and universities hold one central goal in common: to help students learn. Rarely, however, do institutions attempt to discover whether or how much their students are learning."

-- Principles of Accountability of Colleges and Universities

Not long ago, I had a conversation with Robert Morse, the reflective and beleaguered director of data analysis for U.S. News & World Report's America's Best Colleges. We discussed how he compiled the data for the survey and how the information was tabulated. During the course of that conversation I asked Mr. Morse if he ever considered compiling a very different kind of survey -- a survey of outcomes. Instead of listing data on entrance requirements, endowment per student, and so on, this publication would focus on what happened to students after admission, enrollment, and graduation. I don't know whether Robert Morse or anyone else will ever compile this information, but I, for one, would be interested in reading the results.

There is a growing trend in this country for colleges and universities to be held accountable, even to guarantee a student's "success" after graduation. Increasing college costs are making parents from all economic backgrounds ask what they are getting for their tuition dollars. Legislators and governing boards are asking the same kinds of questions and have the same accountability issues. However illogical it may seem to hold a college or university partially account-

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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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