A historical perspective of undergraduate recruitment at Tennessee State University and the impact of marketing on enrollment from 1989–1999

The purpose of this study was to provide a historical perspective of undergraduate recruitment at Tennessee State University and to address the impact that marketing has had on enrollment. This study provides the University and outside readers with information needed for projections of first time students and ultimately overall enrollment yields as well as greater appreciation for the role of Historically Black Colleges and Universities in the development and expansion of American Education. This investigation was conducted utilizing a historical method of research. Primary and secondary sources were used to establish the foundation and focus for study. Multiple sources were utilized including: minutes of the Tennessee Board of Regents; minutes from meetings of administrative committees, Academic Affairs council and various committees of the University. Published and unpublished information was utilized to investigate events and circumstances that impacted the growth and development of the University\u27s marketing strategies. College Admissions as a profession, is a relatively new field in American higher education. Recruitment is one of the most important components of the Admissions process in American higher education. Few, if any recruitment practices, can be classified as new or, unusual in college admissions. Most of these have been around the past fifty years. However they may be new and worth consideration by some. Further research is recommended as follows: (1) Research should be conducted in the area of alumni and student participation in the recruitment and admissions process. (2) The effect guidance counselors have upon the student\u27s act of choice. (3) Further research should also be undertaken into the many other factors (i.e. parents, peer pressure, media, demographic locations, socio-economic status of parents) which affect student act of choice when a college or university is selected. (4) A historical study of Tennessee State University should be replicated to provide an original repository which outlines of the changes in educational processes and programs in a historical Black university