PUB TYPE Information Analyses (070) Dissertations/Theses Masters Theses (042)

This four-part thesis explores the development of enrollment management in higher education and assesses the impact of marketing on recruitment and retention. Part 1 examines the concept of enrollment management, a coordinated approach to marketing, recruitment, and retention efforts which emerged almost a decade agoin response to declining numbers of college-age students. This section includes chapters describing several models of enrollment management at two- and four-year colleges, and discusses the role of enrollment management in the institutional environment. Part 2discusses the broadening perspective in managing enrollment. It includes chapters on marketing in higher education, recruitment competitiveness, and retention strategies. Part 3 focuses on the interrelatedness of marketing, recruitment, and retention in the1990's. In addition, national enrollment projections are analyzed, emphasizing minority group enrollment, and the impact of these projected enrollment trends and emerging technology on marketing