The Marketing Aspect of Enrollment Management: Evaluating the Impact on Recruitment and Retention in Institutions of Higher Education

Author

Josephine Grove, Fontbonne College

Year of Award

1992

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business Administration

Department

Business Administration

Keywords

college, university, marketing, recruiting, academic, institutional

Abstract

The concept of enrollment management emerged almost a decade ago in higher education. The responsibility for coordination of the marketing, recruitment and retention efforts of many colleges and universities is the primary function of enrollment management. The marketing aspect of enrollment management is developed in the marketing plan. This plan provides the fundamental approach used by the institution to market its product (education) to consumers (students). A shrinking pool of qualified applicants encouraged the development of creative recruitment activities to attract students to a particular college. Retention strategies are internally initiated to provide for assessment of institutional effectiveness, student outcomes and student satisfaction.

Two areas impact student retention: academic advising and the faculty-student relationship. When these areas provide assistance to students in a student friendly, student centered environment, the probability for successful student outcomes is significantly increased. Gaining faculty support and participation in the enrollment management concept is crucial if efforts are to be successful. A number of factors are involved in the college choice decision, and effective managers consider costs, distance and faculty in marketing the institution.

National trends for the coming decade predict a gradually and steady growth pattern for colleges and universities. The student body, however, will look different from the past. The "new traditional" (my words) student will be older, over .thirty-five, female, and probably a minority. The needs of these older, part-time students will require institutions to be adaptive in the curricula and in scheduling classes.

Any plan for the future should include accountability as a concept to be embraced campus wide. An avenue for measurable outcomes should be an integral part of institutional .objectives. A revitalized; approach to student needs should be at the center of all thought, policy and planning for colleges to insure student success.

Document Type

Restricted Thesis

Recommended Citation

Grove, Josephine, "The Marketing Aspect of Enrollment Management: Evaluating the Impact on Recruitment and Retention in Institutions of Higher Education" (1992). All Theses, Dissertations, and Capstone Projects. 350.
https://griffinshare.fontbonne.edu/all-etds/350