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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2009
Length: 24 pages

Abstract

Small private colleges that are heavily dependent on tuition for fiscal viability are challenged each year to maintain and grow student enrolments. However, the size of smaller institutions also affords them the opportunity to react quickly to changes in the student market. This also allows them to readily assume a comprehensive approach to college student marketing by adopting an enrolment management program. A comprehensive enrolment management program includes the following five components: institutional marketing, admissions/recruitment, retention programs, planning, and model of coordination. The purpose of this survey-based longitudinal study is to investigate how council for christian colleges and universities member institutions have responded to enrolments and resource pressures with enrolment management strategies. The analysis in this study focused on enrolment management practices at the program and component level. The results indicate that having certain components in place has a positive influence on student recruitment and retention. Implications for college student marketers and enrolment managers in higher education are discussed and considerations for future research are also highlighted.

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Abstract

Small private colleges that are heavily dependent on tuition for fiscal viability are challenged each year to maintain and grow student enrolments. However, the size of smaller institutions also affords them the opportunity to react quickly to changes in the student market. This also allows them to readily assume a comprehensive approach to college student marketing by adopting an enrolment management program. A comprehensive enrolment management program includes the following five components: institutional marketing, admissions/recruitment, retention programs, planning, and model of coordination. The purpose of this survey-based longitudinal study is to investigate how council for christian colleges and universities member institutions have responded to enrolments and resource pressures with enrolment management strategies. The analysis in this study focused on enrolment management practices at the program and component level. The results indicate that having certain components in place has a positive influence on student recruitment and retention. Implications for college student marketers and enrolment managers in higher education are discussed and considerations for future research are also highlighted.

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