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• W2992030706 abstract "Editor's Note: Aversion of this article appeared in NAGAP Perspectives, Vol. 20(1) Enrollment management (em) has evolved significantly over the past few decades. Responding to all of higher education's challenges and opportunities - changing student populations, technological advances, fiscal constraints, increased competition - professional practices have become more sophisticated and complex. Nevertheless, the three basic concepts of enrollment management have remained constant: * The primary function of enrollment management is to recruit and retain an optimal student population that meets an institution's interests and needs. The goal is not simply increased numbers of applicants, admits, students, and/or graduates. Radier, em helps identify desired student attributes (academic quality, work experience, specialized skills, professional goals, research interests, socio economic /demo graphic background) as defined by the institution's priorities, resource limitations, and fiscal demands, * Enrollment management encompasses far more than student recruitment and admissions. Anything and everything that affects a student's experience and perception of the institution can have an impact on EM: financial assistance, orientation, registration processes, academic advising, curriculum development and assessment, career services, student support, retention services, and the university's relationship with its alumni and other external communities, * Successful enrollment management requires thoughtful, data-driven planning and evaluation. Quantitative analyses of enrollment trends, including prospect and applicant conversion rates, socio- and geo -demo graphic patterns, attrition rates, and years-to -degree, traditionally have played a major role in developing short- and long-term em strategies. Surveys, focus groups, and interviews of key constituencies are equally important. Feedback from admitted students who do not enroll also can provide useful insights into recruitment strategies and admission processes. Exit, graduation, and alumni surveys reveal useful information about student experiences and satisfaction and can help strengthen curriculum, academic policies, student services, and administrative procedures. The early years of em were dominated by discussion of organizational structure and leadership and by the assumption that there is a single, perfect model toward which universities should aspire. As the field matured, it moved on to discussions of customer service delivery, creative reengineering of processes, and the development of one-stop service centers. Concepts originating in the for-profit world - customer relationship management, brand identity and positioning, pricing theory, market segmentation, environmental scanning, geo -demographic research, predictive modeling - were incorporated into the em vocabulary and toolkit. It has become apparent that em is not simply structure and process but rather an institutional point-of-view. In a recent series of articles in College and University, David Kalsbeek clearly describes four ways in which enrollment management has been viewed and implemented, pointing out the strengths and limitations of each of these different orientations: * An administrative orientation integrates enrollmentrelated processes for optimal efficiency and effectiveness e.g., university-wide enrollment management units, onestop student service centers, financial aid leveraging). * A student-focused orientation is driven by individual student needs, experiences, satisfaction, and engagement in the learning process, with separate services designed for segmented student populations, such as freshmen, underrepresented minorities, and international students. * A market-centered orientation is focused on the institution's competitive position in the marketplace and seeks to manage enrollments through a differentiated brand identity and promise, pricing strategies, and the institution's perceived quality and value. …" @default.
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• W2992030706 title "Graduate Enrollment Management: Leading the Way to EM's Future" @default.
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