A Practical Guide to Enrollment and Retention Management in Higher Education

By Marguerite J. Dennis | Go to book overview

14
Success and Failure

"Go on failing. Go on. Only next time, try to fail better." -- Samuel Beckett

Despite the best and most creative efforts of enrollment and retention managers and despite the best evaluation processes, implementing effective programs may fail. There are several reasons for this.

A lack of presidential commitment can only result in failure. Many presidents expect an instant turnaround if they put more personnel or money into the admission budget, or hire a public relations firm to fix the school's image problem. This mentality can only result in a lack of understanding of the real reasons for a school's enrollment decline and in the unwillingness to seek a more global, long-term solution to the institution's enrollment and retention management problems. However, if a president or chief executive officer fails to realize the reasons behind a school's enrollment decline or high attrition rates, the enrollment and retention managers may have failed to present an accurate and realistic analysis of the situation or may have failed to present viable solutions to the problems. The deans of enrollment and retention management must have a clear mandate from the president to direct the school's enrollment and retention programs. This mandate should be articulated to the entire campus community so that there is no confusion over the deans' responsibilities.

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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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